DIY market in Estonia

The Estonian DIY eCommerce market is predicted to reach US$36.6 million by 2024 and accounts for 9.1% of the total eCommerce market in Estonia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 4.5%, resulting in a projected market volume of US$43.7 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Market development

eCommerce revenue development in the Garden market in Estonia

The Estonian Garden eCommerce market is predicted to reach US$5.8 million by 2024 and accounts for 15.9% of the DIY eCommerce market in Estonia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.6%, resulting in a projected market volume of US$7.3 million by 2028. The Garden eCommerce market is a sub-market of the DIY market. Further categories within the DIY market are: Tools & Construction Supplies, and Vehicle Parts.

eCommerce revenue development in the Garden market in Estonia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Garden market in Estonia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)71.04.941.967.747.585.336.066.7
as of DIY (in %)5.55.75.45.24.84.34.03.83.63.43.23.1

Online share

eCommerce online share of the total Garden market in Estonia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Estonian Garden retail market, the online share is 2.8% and will increase by an average of 2.6% to 3.1% by 2028.

eCommerce online share of the total Garden market in Estonia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)48.0%78.9%30.0%57.1%12.4%47.4%1.0%39.7%

Market definition

Definition of the Garden market within the DIY market

Market definition: DIY > Garden In the category Garden digital channels are used to sell a variety of products, including plants and seeds (e.g flowering plants, fruit trees), gardening accessories (e.g sprinklers, shovels, lawn mowers) and barbecues (e.g. charcoal grills, gas grills, smokers). Not part of the category are garden furniture, fresh cut flowers and bouquets or gardening books. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Plants and seeds (e.g flowering plants, fruit trees)
  • Gardening accessories (e.g sprinklers, shovels, lawn mowers)
  • Barbecues (e.g. charcoal grills, gas grills, smokers)

Out-of-scope

  • Garden furniture
  • Fresh cut flowers and bouquets
  • Gardening books
  • Gardening services

Market comparison

The Estonian Garden market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis