B2C e-commerce sales increase in Denmark 2010-2018

The e-commerce sales growth percentage in Denmark fluctuated over the period between 2010 and 2018, but overall, increased. The growth rate peaked in 2010, when it amounted to 25 percent. As of 2018, the growth rate was 14 percent in Denmark, which was the lowest rate reported for the evaluated period, despite still being positive. The number of online purchases, however, increased over the years. It peaked in 2017, when 197 million online purchases were made in Denmark. In 2018, the number amounted to 162 million, compared to 76 million as of 2011.

 E-commerce distribution 

      The product segment with highest share of online shoppers in Denmark in 2018, was Travel. Half of the respondents to an online survey that year reported to have bought travel goods on the internet. Second in the ranking were the physical goods.

Nordic citizens shopping every month  

      Within the Nordic countries, Sweden had highest share of online shoppers who purchased on a monthly basis in 2018. The next Nordic country, by monthly online shoppers, was Norway and Denmark followed closely. These three countries all had over 60 percent of respondents who purchased every month, while under half of the Finns did, that year.

E-commerce sales growth in Denmark from 2010 to 2018

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Release date

February 2019



Survey time period

2010 to 2018

Supplementary notes


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