E-commerce order value in the Nordic countries 2018

Swedish online shoppers were the Nordic citizens who spent most on e-commerce purchases in 2018. They spent nearly 93 billion Swedish kronor. Second in the ranking were the Danes with online purchases, costing over 56 billion Swedish kronor. Norway and Finland had online shoppers who spent respectively around 54 and 29 billion Swedish kronor that year. The most common product category to be bought online in the Nordic countries in 2018 was clothing and footwear, amounting to ten million online shoppers reported. Home electronics were also popular items to purchase, by seven million online shoppers. Around two million Nordic e-commerce consumers bought CDs that year.

E-commerce in the Nordics

     Within the Nordic countries, Sweden also had the highest share of consumerswho purchased goods online in 2018. 68 percent of the Swedes shopped on the Internet. They were followed by Norwegians, 66 percent of whom did online shopping that year. Danes and Finns who were e-commerce consumers, were respectively 62 percent and 48 percent.

How do they pay?  

     The most popular payment method among Nordic citizens in 2018 was by debit or credit card. 38 percent of the respondents to an online survey indicated they used a payment card, whilst 22 percent used invoice. PayPal followed in third place, with 21 percent of online shoppers preferring it.

Value of Nordic consumers' e-commerce purchases in 2018, by country

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Release date

March 2019


Denmark, Finland, Norway, Sweden

Survey time period

January to December 2018

Number of respondents

89,053 respondents

Age group

18-79 years

Method of interview

Questionnaires and telephone interviews

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Statistics on "E-commerce in the Nordics"

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