The article explores the prevailing narrative in Finland that there is a dire financial crisis, with political leaders and economists echoing claims that cuts to public welfare are necessary due to a lack of funds. The commentary highlights the high unemployment rate in Finland, which is reportedly the worst in Europe, and suggests that a perception of financial scarcity is prevalent in society. Despite this narrative, the author argues that the Finnish population is indeed consuming, not least in the online shopping sphere.

According to data from the Trade Association, Finnish consumers spent nearly 5.4 billion euros online in 2024, with a substantial portion, around 37%, going to foreign e-commerce. This raises questions about the narrative of economic hardship, as the shift of spending to foreign platforms suggests a significant leakage of economic resources out of Finland. The author points out that while Finland may feel a sense of economic strain, the actual spending behavior contradicts the claims of reduced consumer activity due to financial concerns.

The commentary concludes by noting that the growth of foreign e-commerce remains strong, indicating a continuous trend of Finnish consumers opting for international shopping. This phenomenon presents implications for local businesses and the economy, as money spent abroad is money not being reinvested domestically, highlighting a critical conversation about consumer behavior versus economic narratives in Finland, particularly in a time of reported economic difficulties.