Kaup24
Generalkaup24.ee
General marketplace, PHH group.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇪🇪 Baltics · Last checked November 2026
Marketplaces in Estonia: where to sell in 2026, and what it takes
The marketplaces that matter in Estonia are Kaup24, Hansapost and Osta.ee. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Packaging, WEEE and batteries through producer organisations) and customer service in Estonian. SAWA can open Estonia on request. As Merchant of Record, we sell in our name, so you skip the local registrations.
Estonia at a glance
Estonia: the short version
Estonia has the Baltic group's two general marketplaces, Kaup24 and Hansapost, plus a standard VAT rate of 24%. Small market, short list.
| Language | Estonian |
|---|---|
| Currency | Euro |
| Standard VAT rate | 24% |
| Lead marketplaces | Kaup24, Hansapost |
| EPR | Packaging, WEEE and batteries through producer organisations |
| SAWA | On request |
The marketplaces
The marketplaces that matter in Estonia
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
Hansapost
Generalhansapost.ee
General marketplace, PHH group.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Osta.ee
Classifieds & auctionsosta.ee
Auctions and classifieds.
Good fit if you sell bulky, local or second-hand goods where shoppers browse listings.
Shoppers also buy cross-border
- Amazon.de: cross-border.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| K-Rautak-rauta.ee | Home & DIY | DIY |
| Vintedvinted.ee | Second-hand | Second-hand, launched in Estonia |
Rules before revenue
VAT, EPR and compliance in Estonia
Selling abroad is simple, until the rules start. This is what applies in Estonia. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 24% standard rate
Holding stock in Estonia, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Estonia rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Estonia applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Estonia when you ask us about it.
Language and labelling
Listings, instructions and safety information in Estonian. Under the GPSR (General Product Safety Regulation) the listing also needs the details of a responsible person in the EU.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Estonia expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Estonia?
By category
- General: Kaup24 and Hansapost
- Home & DIY: K-Rauta
- Second-hand: Vinted
By brand stage
A new brand in Estonia starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Estonia with SAWA
Want to sell in Estonia without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We open Estonia on request.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Estonia: your questions
What is the biggest marketplace in Estonia?
Kaup24, Hansapost lead for general merchandise in Estonia. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Estonia the language of the listing is Estonian.
Can I sell on Kaup24 from outside Estonia?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Estonia VAT number to sell to consumers there?
If you hold stock in Estonia, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Estonia rate of 24% applies. SAWA registers and remits in its own name.
What is EPR in Estonia?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Estonia applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Estonia when you ask us about it.
How does SAWA sell in Estonia?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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