Sector insights — Startup Estonia

While facing new challenges, the Estonian startup sector has shown resilience and the ability to adapt. Despite the state of the global economy and a decrease in investments, the Estonian startups continue to grow as we are seeing an increase in employment taxes paid, turnover generated and a slight growth in employee numbers. As of 17th August 2023, Estonian Startup Database is home to 1530 startups.

More information about the latest developments in the Estonian startup sector can be found in the latest blog post HERE. Additionally, insights into sectoral developments are described under “Sectors” on the left.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2282 €

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 2% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see a noticeable 42% decrease in employment taxes paid and a decrease in the number of employees in the sector (-28%), followed by a 40% decrease in generated turnover. The average monthly gross salary over the first 6 months of 2023 in the AdTech & Creative Tech sector was 2282 EUR. The stats of the sector are heavily influenced by Adcash reaching maturity in the third quarter of 2022. This means that data from this company is no longer reflected in statistics and they are added to the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3481 €

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 2% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a considerable increase of 68% in employment taxes paid and an increase of 31% in turnover. The number of employees in the sector has increased as well (+20%). The average monthly gross salary during the first half of 2023 in the Advanced Manufacturing & Industry sector was 3481 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2385
€

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 take up around 0,3% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see a modest increase in employment taxes paid (+13%), a considerable downswing in turnover (-42%) and a minor decrease in the number of employees in the sector (-8%). The average monthly gross salary during the first 6 months of 2023 in the AgTech & FoodTech sector was 2385 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3737 €

Business software & HR

Solutions (including services) and software 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 take up 9% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see an increase of 25% in employment taxes paid and a slightly smaller increase in generated turnover (+19%). The number of employees in the sector has had a minor decrease of 6% compared to the first half of 2022. The average monthly gross salary during the first half of 2023 in the Business software & HR sector was 3737 EUR. Zazler matured in the first quarter of 2023. From that point on, data from the company is no longer reflected in statistics and is added into the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2693 €

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 first half of 2023. Compared to the first half of 2022, we can see a considerable increase in employment taxes paid (+33%) and a smaller increase in the number of employees (+7%). Total generated turnover by the sector has remained in the same range witnessing a 1% decrease compared to the first half of 2022. The average monthly gross salary during the first 6 months of 2023 in the CleanTech sector was 2693 EUR. In the first quarter of 2023, Airpatrol matured. From that point on, data from the company is no longer reflected in statistics and is added into the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3967 €

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 takes up 3% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a notable increase of 27% in employment taxes paid. A slightly smaller increase can be seen in turnover generated (+11%) and in the total number of employees (+9%). The average monthly gross salary during the first half of 2023 in the Communication sector was 3967 EUR. In the first quarter of 2023, Warren matured and Snackable made an exit. From that point on, data from these companies is no longer reflected in statistics and they are added into the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

1751
€

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 4% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see an increase in employment taxes paid (+37%) and in turnover (+27%). The total employment count has decreased by 21%. The average monthly gross salary during the first 6 months of 2023 in the Consumer Products & Services sector was 1751 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

4230 €

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 take up 7% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a subtle increase in turnover (+22%) and in employment taxes paid (+20%). The number of employees has decreased by 20%. The average monthly gross salary during the first half of 2023 in the CyberTech sector was 4230 EUR, which is the highest amongst all sectors.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2509 €

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 1% of the total turnover generated by the startup sector in the first half of 2023. It is important to note that previously the sector was called DeepTech & SpaceTech, but from the second quarter of 2022, 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. Compared to the first half of 2022, we can see an enormous increase of 239% in turnover as well as a notable increase in employment taxes paid (+41%) and the total number of employees (+42%). The average monthly gross salary during the first half of 2023 in the SpaceTech sector was 2509 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2105 €

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 0,6% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a notable increase in employment taxes paid (+29%) and a slightly higher increase in turnover (+37%). The total employee count has stayed stable with a minor 2% increase. The average monthly gross salary during the first 6 months of 2023 in the EdTech sector was 2105 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3205 €

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 take up 8% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see a noteworthy increase of 38% in employment taxes paid and a reasonable upswing of 15% in employee count. Turnover generated had a minor 6% decrease. The FinTech sector is the biggest contributor in employee count and employment taxes paid during the first half of 2023. The average monthly gross salary during the first half of 2023 in the FinTech sector was 3205 EUR. In Q1 Ignium made an exit. From that point on, data from that company is no longer reflected in statistics and is added into the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3490 €

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 2% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a huge increase in employment taxes paid (+126%) and a considerable increase in the number of employees (+34%). The total turnover decreased by 17%. The average monthly gross salary during the first 6 months of 2022 in the Gaming sector was 3490 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2437 €

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 take up 1% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see a notable increase in employment taxes paid (+44%). Generated turnover has decreased by 14% and the employee count has remained stable seeing a 1% decrease. The average monthly gross salary during the first half of 2023 in the HealthTech, Life Sciences & Wellness sector was 2437 EUR. In Q1, Optofluid Technologies reached maturity. From that point on, data from that company is no longer reflected in statistics and is added into the Matured and Exits section in the database.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2820
€

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 0,2% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a considerable increase in employment taxes paid (+20%) and in turnover (+16%) and a decrease in the number of employees in the sector (-7%). The average monthly gross salary during the first 6 months of 2023 in the PropTech & Construction sector was 2820 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

3742
€

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 takes up a whopping 57% of the total turnover generated by the startup sector in the I half of 2023. Compared to the first half of 2022, we can see a considerable increase of 26% in turnover and an increase in the employment taxes paid (+18%). The number of employees in the sector has stayed in the same range with a 1% decrease. The 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 2023. It is important to mention that the sector indicators are heavily affected by Bolt. The average monthly gross salary during the first 6 months of 2023 in the Transportation & Logistics sector was 3742 EUR.

Startups in this sector

Stats updated

Employees

Turnover

€

Avg. gross wage

2664 €

TravelTech

Travel technology is the application of information technology or information and communication technology 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 0,5% of the total turnover generated by the startup sector in the first half of 2023. Compared to the first half of 2022, we can see a notable increase in employment taxes paid (+48%) and a slight increase in the number of employees in the sector (+7%). The total amount of turnover has stayed in the same range as last year's first half. The average monthly gross salary during the first 6 months of 2023 in the TravelTech sector was 2664EUR.