Sector insights — Startup Estonia

Despite the hectic times, Estonian startup ecosystem is keeping in shape. We are still seeing growth in the Estonian startup sector during the 1st half of 2021 in terms of number of employees, employment taxes paid, investments raised and turnovers. As of 24 August 2021, Estonian Startup Database is home to 1216 startups. More information about the latest developments in the Estonian startup sector can be found in the latest blog post HERE. Additionally, insights of sectoral developments are described under “Sectors” on the left.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2398 €

AdTech & Creative Tech

Sector covers technologies used in advertising, marketing, media, entertainment, and creative industry. It captures different types of analytics, monitoring and digital tools and systems used in the context of advertising and marketing. Here, we also count startups, containing technologies that use manufactured or created components to enhance or make possible any sort of entertainment experiences (including events and its management tools) and which disseminate, store or produce media (including TV & film) content. Creative technology encompasses art, fashion, digital product design, digital media or advertising and media made with a software-based, electronic and/or data-driven engine.

Sector developments

AdTech & Creative Tech sector turnover accounted for 6% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a slight increase in employment taxes paid (9%) and a slight decrease in the number of employees in the sector (-7%) and turnover (-11%). The average monthly gross salary during the first 6 months of 2021 in the AdTech & Creative Tech sector was 2398 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2551 €

Advanced Manufacturing & Industry

It is a broad set of enabling technologies, processes and practices that businesses from a wide range of sectors can adopt to improve their productivity and competitiveness. Advanced manufacturing involves smart technology to improve traditional manufacturing of products and/or processes. It also includes fields like industrial robotics, additive manufacturing, 3D printing, advanced materials, industry 4.0, nano-materials and industrial IoT.

Sector developments

Advanced Manufacturing & Industry turnover accounted for 1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see an increase in employment taxes paid (18%) and a slight decrease in turnover (-13%) and number of employees in the sector (-5%). The average monthly gross salary during the first 6 months of 2021 in the Advanced Manufacturing & Industry sector was 2551 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2176
€

AgTech & FoodTech

Sector covers technologies used in agriculture, forestry, fishing, hunting, animal husbandry, food and beverage fields, horticulture, and aquaculture with the aim of improving yield, efficiency, and profitability through information monitoring and analysis of relevant indicators such as weather, pests, and soil and air temperature. Also, scientifically-driven farm practices, equipment or processing including bio-engineered, transgenic crops, proprietary breeding, GPS, water management and improved equipment, conservation-based best management practices, food manufacturing and related advancements. Food technologies consists any technology applied to the production, selling (including supply chain and distribution), or serving food and beverage.

Sector developments

AgTech & FoodTech startups turnover accounted for 1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see an increase in employment taxes paid (38%) and turnover (83%) and a slight increase in the number of employees in the sector (3%). The average monthly gross salary during the first 6 months of 2021 in the AgTech & FoodTech sector was 2176 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2788 €

Business software & HR

A broad set of softwares and services that are designed to integrate multiple facets of a company’s business through the interchange of information from various business process areas and related databases. The sector also includes technology and software to provide legal services. Business software aims to improve the enterprise's productivity and efficiency by providing business logic support functionality. Services provided by enterprise software are typically business-oriented tools, such as business and project process management and resource planning, documentation management, human resource management, collaboration, payment and billing systems.

Sector developments

Business software & HR sector turnover accounted for 8% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a decrease in generated turnover (-31%), number of employees in the sector (-30%) and employment taxes paid (-36%). It is important to note comparisons with 2020 are strongly affected by Pipedrive exit in November 2020. The average monthly gross salary during the first 6 months of 2021 in the Business software & HR sector was 2788 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1764 €

CleanTech

Clean technology is an umbrella term which is used to define technologies which optimize the use of natural resources, produce energy from renewable sources, increase efficiency and productivity, generate less waste and cause less environmental pollution. CleanTech is comprised of sustainable solutions in the fields of energy, water, transportation, agriculture and manufacturing, including green technologies, smart city solutions, advanced material, smart grids, water treatment, efficient energy storage and distributed energy systems.

Sector developments

CleanTech startups turnover accounted for 2% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a large increase in employment taxes paid (99%) and in the number of employees in the sector (89%) and an increase in turnover (19%). The average monthly gross salary during the first 6 months of 2021 in the CleanTech sector was 1764 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2949 €

Communication

Sector covers technologies used to create, store, transmit, or share information. It includes telecommunication, communications equipment and services, networking solutions and services (also social media and social networking) and internet technologies. Telecommunication is the transmission of signs, signals, messages, words, writings, images and sounds or information of any nature by wire, radio, optical or other electromagnetic systems.

Sector developments

Communication startups turnover accounted for 3% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see an increase in employment taxes paid (23%) and in the number of employees in the sector (26%) and a large increase in turnover (121%). The average monthly gross salary during the first 6 months of 2021 in the Communication sector was 2949 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1652 €

Consumer products and services

Consumer products and services are electronic or digital equipment, software and services intended for everyday use, including smart devices and software used for entertainment, communications and home-office activities. It includes consumer electronics and home electronics. Apart from traditional consumer electronic products like TVs, smartphones, it includes consumer IoT, AR/VR devices, fitness and wearables, consumer drones, consumer robots, consumer hardware, among others.

Sector developments

Consumer Products & Services startups turnover accounted for 2% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a large increase in employment taxes paid (128%), in the number of employees in the sector (198%) and in turnover (159%). It is important to note comparisons with 2020 are strongly affected by Swappie, who was added into the database in July 2021 and who created many new jobs during II quarter of 2021. The average monthly gross salary during the first 6 months of 2021 in the Consumer Products & Services sector was 1652 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3011
€

CyberTech

Cybersecurity is the body of technologies, processes, and practices designed to protect networks, computers, programs, and data from attack, damage, or unauthorized access. It includes application security, information security, network security, disaster recovery, business continuity planning, operational security, and end-user education.

Sector developments

CyberTech startups turnover accounted for 5% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see an increase in turnover (69%) and in employment taxes paid (41%) and a slight increase in the number of employees in the sector (12%). The average monthly gross salary during the first 6 months of 2021 in the CyberTech sector was 3011 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2658 €

SpaceTech

As the space environment is a fairly novel setting, attempting to work in it often requires new tools and techniques. Space technology includes spacecraft, satellites, space stations, and support infrastructure, equipment, and procedures.

Sector developments

SpaceTech startups turnover accounted for 0,5% of the total turnover generated by the startup sector in the I half of 2021. It is important to note that previously the sector was called DeepTech & SpaceTech, but from the second quarter of 2021, we have decided to change the sector name, as DeepTech is a horizontal sector. So we have moved all the DeepTech startups into different sectors based on their main activity field. The average monthly gross salary during the first 6 months of 2021 in the SpaceTech sector was 2658 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1908 €

EdTech

Education technology generally describes the digitization of education services and business models. Education technology refers to an area of technology devoted to the development and application of tools (including software, hardware, and processes) intended to redesign traditional products and services in education. It includes software providers or vendors delivering technology solutions to schools at all levels and new and emerging models of delivering better and smarter learning.

Sector developments

EdTech sector startups turnover accounted for 1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a slight increase in employment taxes paid (3%) and in the number of employees in the sector (9%) and an increase in turnover (21%). The average monthly gross salary during the first 6 months of 2021 in the EdTech sector was 1908 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2767 €

FinTech

Financial technology describes the evolving intersection of financial services and technology. It aims to improve existing processes, products, and services in the financial services industry (including insurance) via software and modern technology. Anywhere technology is applied in financial services or used to help companies manage the financial aspects of their business, including new software and applications, processes and business models. FinTech products and services can be found within retail, corporate and investment banking, asset management, transaction banking, insurance, crypto finance and several others.

Sector developments

FinTech sector startups turnover accounted for 13% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a large increase in turnover (142%) and an increase in employment taxes paid (29%) and in the number of employees in the sector (17%). FinTech sector is the biggest contributor in employee count and employment taxes paid during the I half of 2021. The average monthly gross salary during the first 6 months of 2021 in the FinTech sector was 2767 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1295 €

Gaming

Gaming involves the development, marketing, and monetization of video games and gambling machines, as well as associated services. Gaming is the running of specialized applications known as electronic games or video games on game consoles like Xbox and PlayStation or on personal computers or mobile phones. Mobile gaming overtakes console and PC gaming to become the largest segment. eSports is one of the fastest growing segments.

Sector developments

Gaming sector startups turnover accounted for 1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a decrease in turnover (-42%) and large decrease in the number of employees in the sector (-66%) and in employment taxes paid (-88%). It is important to note comparisons with 2020 are strongly affected by Coolbet exit in November 2020. The average monthly gross salary during the first 6 months of 2021 in the Gaming sector was 1295 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1951 €

HealthTech, Life sciences & Wellness

Sector uses digital technology to maintain or improve health via the diagnosis, treatment, and prevention of disease, illness, and injuries. It also covers occupational health and safety, sport, welfare and elderly care technologies. Sector includes drugs, medical technologies like diagnostics, monitoring and other devices (e.g. catheters, stents, etc.), hospital and physician costs, dental costs, home health care, unreimbursed insurance, and some other expenses related to healthcare. Overall physical wellness encourages the balance of physical activity (sport and fitness), nutrition and mental well-being to keep body in top condition.

Sector developments

HealthTech, Life Sciences & Wellness startups turnover accounted for 2% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see an increase in employment taxes paid (38%) and in the number of employees in the sector (25%) and a decrease in turnover (-19%). The average monthly gross salary during the first 6 months of 2021 in the HealthTech, Life Sciences & Wellness sector was 1951 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2289
€

PropTech & Construction

Property technology is the use of information technology to help individuals and companies research, buy, sell and manage real estate. These technologies include property management using digital dashboards, smart home technology, research and analytics, listing services/tech-enabled brokerages, mobile applications, residential and commercial lending, 3D-modeling for online portals, automation, crowdfunding real estate projects, shared spaces management, as well as organising, analysing, and extracting key data from lengthy rental documents. Construction technology refers to the collection of innovative tools, machinery, modifications, software, etc. used during the construction phase of a project that enables advancement in field construction methods, including semi-automated and automated construction equipment.

Sector developments

PropTech & Construction startups turnover accounted for 0,1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a large increase in employment taxes paid (79%) and in turnover (77%) and an increase in the number of employees in the sector (49%). The average monthly gross salary during the first 6 months of 2021 in the PropTech & Construction sector was 2289 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3131
€

Transportation & Logistics

Transportation and logistics technology refers to tools and machines used to solve problems or improve conditions in respect to the movement of people and goods. It includes new transportation technologies such as intelligent transport systems (ITS), connected and autonomous vehicles, alternative fuels, keyless fleet management and traffic analytics and management, as well as local zoning and planning policies that support transit-oriented development. Logistics technologies help to manage the process of planning and executing the efficient transportation (including shipping) and storage of goods from the point of origin to the point of consumption. It includes machine-to-machine connectivity, radio frequency identification (RFID), automatic identification and data capture (AIDC), and Internet of Things (IoT).

Sector developments

Transportation & Logistics sector turnover accounted for 54% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a large increase in turnover (96%) and an increase in the employment taxes paid (53%) and the number of employees in the sector (45%). Transportation & Logistics sector is the biggest contributor in turnover and second biggest in the employee count and employment taxes paid during the I half of 2021. The average monthly gross salary during the first 6 months of 2021 in the Transportation & Logistics sector was 3131 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2197 €

TravelTech

Travel technology consists technologies used in the travel, tourism and hospitality industry. Some forms of travel technology are flight tracking, trip planning, journey planner, booking price tracking and so on. Travel technology also include virtual tourism in the form of virtual tour technologies, analysis, design, implementation and application of IT and e-commerce solutions in the travel&tourism industry, as well as the analysis of the respective economic processes and market structures and customer relationship management.

Sector developments

TravelTech startups turnover accounted for 1% of the total turnover generated by the startup sector in the I half of 2021. Compared to the first half of 2020, we can see a greater increase in employment taxes paid (72%) and an increase in turnover (46%) and in the number of employees in the sector (35%). The average monthly gross salary during the first 6 months of 2021 in the TravelTech sector was 2197 EUR.