Video: Export Professional Explains Exporting To Estonia (And Beyond)

If you’re planning to enter the Estonian market or expand in Europe, this is the video you need to watch.

I had the pleasure of speaking with Leila Haugas, a true expert on Estonian business culture and international markets. She’s worked in over 50 countries and knows how to help companies succeed when entering new markets—especially Estonia.

We talked about what makes Estonia such an interesting place for exporters, what foreign companies often get wrong, and how you can avoid those mistakes. Leila shared stories, real examples, and so much valuable insight.

Here's a breakdown of what we covered in the video.

🎥 Watch the full video here:

Estonia: Small in Size, Big in Opportunity

At first glance, Estonia may look like a small market—only 1.3 million people.

But don’t let that fool you. Estonia punches way above its weight. It’s highly digital, incredibly efficient, and acts as a smart entry point into the wider European market.

Estonia has a strong mix of Nordic influence (especially from Finland and Sweden) and Eastern European roots. That creates a business culture where transparency, trust, and adaptability really matter.

Estonians value honesty, and they’re quick to adapt to change—two things that make doing business there very refreshing if you approach it the right way.

Meet Leila: A Bridge Between Cultures

Leila started her career in the creative industry, but today, she’s a mentor and export advisor who helps companies go global.

She’s worked closely with Asian and European businesses, giving her a broad view of how different markets work.

What makes Leila stand out is how she combines global experience with deep knowledge of Estonia.

She knows how to translate business strategies into something that works locally—and how to guide companies through the cultural differences that can make or break a deal.

What Makes the Estonian Market Attractive?

Leila and I talked a lot about why Estonia is such a good place for business. Here are a few key reasons:

• Digital leadership: Estonia is one of the most digital countries in the world. From e-residency to e-tax, you can set up and run a business almost entirely online.

• Business-friendly government: The rules are clear, taxes are low (especially for reinvested profits), and setting up a company is simple.

• Strong infrastructure: Estonia has great ports, smooth transport links, and easy access to other EU countries.

• Easy to get noticed: The market is small enough that it’s easier to stand out and test your product before going bigger.

How Estonians Do Business: What You Need to Know

Estonian business culture has a few key rules that you really need to respect:

• Be on time. Time is taken seriously here. Being late for a meeting is seen as disrespectful.

• Be direct, but polite. Estonians appreciate clear, honest communication. Don’t beat around the bush—but don’t be aggressive, either.

• Let actions speak. Estonians value doing more than talking. If you say you’ll do something, follow through.

• Flat hierarchies. Teams are collaborative. Even junior employees speak up in meetings. Respect everyone, not just the top boss.

How to Build Trust in Estonia

Trust doesn’t come overnight in Estonia—but it’s absolutely essential.

Leila explained that being consistent, professional, and reliable is how you earn it.

Here’s how you can start building trust:

• Keep your LinkedIn profile updated. Estonians will check it before doing business with you.

• Send clear, short emails. Be friendly, but don’t go overboard with small talk.

• Follow through. If you say you’ll send something on Tuesday, send it on Tuesday.

Estonians also value authenticity over flashiness. So skip the salesy language and focus on real value.

Language Matters – Even If Estonians Speak English

Yes, most Estonians speak excellent English—especially younger professionals.

But that doesn’t mean you should skip localization.

If you're dealing directly with customers (especially in B2C), having your materials in Estonian shows respect and helps your brand connect. This includes your website, marketing content, and presentations.

Leila recommends working with a local translator, not just Google Translate. Why?

Because Estonian is a complex language, and getting the tone right is just as important as translating the words correctly.

Online Presence and Social Media

Estonians are very active online.

If your website looks outdated or sketchy, it’s going to hurt you. A clean, well-designed website builds trust. It should be fast, mobile-friendly, and clear.

When it comes to social media, Estonians use:

• LinkedIn for B2B

• Facebook and Instagram for B2C

Your content should be simple, honest, and aligned with your values. Fake promises or flashy claims won’t work here.

Sustainability Is Not a Trend in Estonia—It’s a Core Value

Estonians care deeply about nature. The country is aligned with the EU’s Green Deal, and sustainability is something people expect, not just appreciate.

You don’t need to base your whole brand on sustainability, but you must walk the talk. Whether it's your materials, packaging, or processes—show that you care about the planet, and be ready to prove it.

Leila said this is especially important when working with government agencies or public contracts, where environmental compliance is key.

Digitalization Is a Must

Estonia is often called “the most digital society in the world,” and it’s true.

From e-government to e-signatures, the systems are smooth and built for speed.

Your business should match that mindset. Use modern tools. Automate processes. Offer digital services. Be efficient. Estonian partners will expect it.

And if you’re a startup or entrepreneur, the e-residency program is a great way to set up a business in Estonia from anywhere in the world.

Understand the Legal Side

Estonia’s legal system is clean, transparent, and supports business growth. But you still need to understand the basics:

• The tax system is very startup-friendly. You only pay corporate tax when you distribute profits.

• You can register a business online.

• You need to follow labor, data protection, and environmental laws—just like in any other EU country.

Leila suggests working with a local legal advisor to avoid surprises.

Networking in Estonia: Be Real

Networking works a little differently in Estonia. People may seem quiet at first—but once they get to know you, they’re loyal and reliable partners.

Start by joining local business associations like Enterprise Estonia or the Chamber of Commerce. These groups will help you meet the right people and get insider knowledge.

And don’t underestimate the power of small personal gestures. Share a meal, ask questions, and genuinely listen.

These moments help build the trust you need for long-term partnerships.

Final Thoughts

Estonia is an amazing place to grow your business—if you take the time to understand how things work.

It’s digital, efficient, open to innovation, and connected to the rest of Europe. But it’s also a culture where trust, honesty, and professionalism matter deeply.

If you want to succeed in Estonia, slow down, do your research, and be respectful. Focus on quality, deliver on your promises, and show that you care about sustainability and people—not just profit.

Thanks again to Leila for sharing so much wisdom. If you’re looking to enter Estonia or expand into the Nordics, I highly recommend watching the full video.

Let me know what you think, or share your own experience doing business in Estonia—I’d love to hear from you.