2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




Finland is better suited for product-based marketplaces than services-based platforms because of better logistical and payments infrastructure. The Finnish government is also discouraging services provided by foreign marketplaces.

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Marketplace Expansion Index Rank

Up 3 Spots from 2018 Index Rank of #17


  • Regulatory environment is becoming more defined
  • High volume of cross-border transactions
  • Cutting-edge open data access


  • Slow adoption of mobile ecommerce
  • Personal income tax is 51.60 percent
  • Regulations not geared towards supporting foreign marketplaces

Facts You Can't Forget


Ready to Check Out? Finland has the highest percentage of cross-border shoppers in the region at 46 percent of the population.


Hold the Phone. Only 20 percent of Finnish online shoppers make purchases using their phones.


Order Up! Revenue in Finland's online Food Delivery segment amounted to USD $106 million in 2018.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"Finland is a pioneer in launching such a comprehensive national vision, roadmap, and implementation plan for digital platform economy… The Finnish strategy is to harness the platform economy as an enabling tool that has potential to generate growth for businesses as well as enhance productivity of the entire society. A key element of the vision is to develop national competitive edge out of the platform economy."

"Uber is re-launching its services in Finland, following an almost one-year suspension that resulted from the country’s strict transportation laws. ‘The new modern regulations in Finland promote fair competition and recognize the role new technologies can play alongside more traditional means of transportation,’ Joel Jarvinen, general manager of Uber Nordics, said."

"Currently 2,000 unemployed Finns are receiving a flat monthly payment of €560 (£490; $685) as basic income. But it will not be extended after this year [2018], as the government is now examining other schemes for reforming the Finnish social security system."