Swedish furniture giant IKEA is finally launching its e-store in Estonia this week, making Estonia the first country in the world for the company to enter digitally first. The online store will be launched before opening an actual full-sized brick-and-mortar store.
IKEA Estonia director Aleksejs Mihailovs said that the decision to enter the Estonian market digitally first arose from Estonia’s digital maturity.
This can be attributed at large to Estonians being accustomed to living in a digital society, where 99% of public sector services are available online. However, looking towards the private sector as well, the digital first principle seems to have stuck there as well. For example, according to recent research by Forbes, Estonia has shown considerable growth in e-commerce and willingness to shop online. Growth in buying groceries online is especially notable.
This article references ERR news in part.