Someone buying underwear online asks what delivering a small order costs, how much must be bought for free delivery, whether the return must be paid for oneself, and how long there is to return. These decide 50 points out of 100.
flikka.fi · Mio Team Oy (PRH 3476929-9), Finnish lingerie online shop, size calculator and 30-day right of return; flikka.fi/collections/rintaliivit
60.6SCORE
Delivery cost26
Free delivery threshold0
Return price100
Return period100
Basic metrics · 74.8
Digital quality64
Transparency95
Reachability45
AI quality score88
+ For choosing a size there is a size calculator, a size chart, fitting help and a guide to choosing an in-between size
Basic metrics: 74.8, rank 2 · ▲ 1 place
– Free delivery threshold: The free delivery threshold is not mentioned in the delivery policy, the returns policy or the terms of use. A newsletter subscriber gets free delivery on their first order.
rintsukka.fi · Rintsukka Oy (PRH 3309212-4), a Finnish lingerie online store: bras, underwear, socks and nightwear; rintsukka.fi/c/tuotteet/rintaliivit
60.5SCORE
Delivery cost51
Free delivery threshold0
Return price100
Return period0
Basic metrics · 76.5
Digital quality67
Transparency100
Reachability45
AI quality score85
+ The bra size guide explains measuring step by step and includes a size conversion chart
Basic metrics: 76.5, rank 1 · ▼ 1 place
– Free delivery threshold: The free delivery threshold is not mentioned on the payment and delivery page, the right of withdrawal page, the terms of use or the front page.
rusini.fi · Tallux Oy (PRH 2044005-4, secondary business name Liivi Rusini), an underwear shop and online shop based in Kuopio; rusini.fi
42.3SCORE
Delivery cost0
Free delivery threshold90
Return price0
Return period0
Basic metrics · 63.0
Digital quality73
Transparency78
Reachability15
AI quality score73
+ The top bar of every page states the free delivery threshold (60 euros), the delivery time (3-5 working days) and that returns are chargeable
Basic metrics: 63.0, rank 6 · ▲ 1 place
– Delivery cost: The pages contradict each other: the delivery terms say that all orders in Finland are delivered without delivery costs, but the page's top bar and the About us page limit free delivery to orders over 60 euros and the price for a small order is not stated.
Price of the cheapest published delivery method to home or a parcel point, below the free delivery limit.
0 € = 100 points, 8 € or more = 0, directly proportional in between.
20 p
Free delivery threshold
QUESTIONHow much do I have to buy for delivery to be free?
Order value above which the order is delivered free of charge.
€50 or less = 100 points, €150 or more = 0, in between directly proportional.
12 p
Return price
QUESTIONDo I have to pay if I return the product?
Is returning from Finland to the customer free of charge.
Free = 100, customer pays = 0.
12 p
Return period
QUESTIONHow long do I have to return it?
Length of the right of return in days from the arrival of the product.
30 days or more = 100 points, 14 days (statutory minimum) = 0, directly proportional in between.
6 p
Basic metrics
Digital quality, transparency, reachability and AI quality score
Basic metrics × 0.5
50 p
Notes
The public delivery and return terms of six Finnish underwear shops are compared. Underwear is tried on at home, so the price and time of returning weigh more than in an ordinary online shop.
Information that the shop does not state on its public pages gets 0 points and the reason is shown to the visitor. Delivery cost is the cheapest delivery method published on the page, and the note field states what it includes.
About this comparison
In a Finnish underwear shop, a bra costs from under €20 to over €100, and the same size can fit differently across brands. We scored 6 Finnish specialist online underwear shops on 19 metrics: whether the price is visible, size guide, delivery, return terms, material information and Business ID.
When buying underwear online, the biggest risk is the wrong size. This comparison measures the transparency of online shops, not how well a particular bra fits you.
What transparency means in this category
Is the price of a bra or underwear shown in euros on the category or product page without logging in? (25), does the site have a size guide, size chart or measuring instructions for choosing the right size? (20), does the site state the delivery costs, delivery time and free delivery threshold before ordering? (20), are the return and exchange rights clearly stated, including who pays for the return? (15), does the product page state the material composition or washing instructions? (10), is the seller company's Business ID visible on the site? (10)
How to read the comparison correctly: Half of the points come from buyer's questions, i.e. things the buyer finds out before deciding. The other half measures how openly the company publishes its prices, terms and contact details. Clear differences in points indicate a genuine difference: one tells you the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the full calculation formula are open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about companies through separate surveys. The survey results will be added to the overall assessment later.
Returns may cost money. Of the shops measured, some offer free returns and some charge the return cost to the customer. When the size is uncertain, free returns are in practice a fitting service.
The full guide saves on returns. Bra size is based on measuring the underbust and the cup size, and four of the six shops measured advise measuring before ordering.
Material information is often missing. Not all measured shops state the fabric composition on the product page, even though it affects comfort and washing.
Physical store and online store in one. Several of the measured companies also have their own store, so you can try items on in person.
Measurement taken 3.10.2026. Data read from the public category, product and terms pages of each shop. Prices change, check them at the ordering stage.
Comparison guide
What to consider in the comparison
In the measured shops, bra prices start at around 20 euros, and branded bras cost 90 - 115 euros.
The free delivery threshold varies by shop from about €50 to €150, and Flikka also offers free delivery on the first order.
The return period in most shops is the statutory 14 days, and at Flikka an extended 30 days.
How Suomen Paras assesses and scores
Every company is measured with the same public formula: half of the points come from buyer's questions and half from basic metrics, which have four pillars: technical quality, transparency, reachability and AI quality score. Ranking cannot be bought, and you can see the origin of each point on the company's profile. Read the full methodology →
Expert tips
Measure the circumference under the bust and over the bust according to the shop's size guide before ordering.
See who pays for the return: free returns make exchanging for a different size cheaper.
Check the material and washing instructions: underwired bras are best washed in a laundry bag or by hand.
Frequently asked questions
How much do bras cost online?
In the shops measured, basic bras start at around €20 and brand-name bras cost €90–115. The price varies by brand and model.
Can underwear be returned?
As a consumer you can cancel an online order within 14 days, but the shops disagree on who pays the return costs. See each shop's profile.
How do I find the right bra size?
Measure the circumference below the bust and over the bust. The difference gives the cup size. Four of the six shops measured publish their own guide or size chart for this.
Are you listed and would like to rank higher?
The free pre-analysis shows every item where your company loses points and which rank fixing it is enough for. The paid analysis shows what the items are and how to fix them.
Can't find your company on the list even though it should be there? Get in touch and we will include it in the next measurement round.
