Leading products and services bought online in Denmark 2022

In 2022, the top e-commerce categories in Denmark were clothing, sports, and leisure equipment, purchased by more than two-thirds (69 percent) of online shoppers. Tickets for events followed, with 52 percent of shoppers, and fast food and ready-made meals from eateries with 51 percent.

E-commerce in Denmark

Denmark's e-commerce market has grown steadily since 2017. In 2022, e-commerce retail sales generated over eight billion euros. Of the respective sectors within it, the online fashion market brought in the most revenue. That year, fashion e-commerce generated 2.06 billion euros, followed closely by electronics. By 2027, e-commerce retail revenue is expected to hit 14 billion euros. As the e-commerce industry in Denmark continues to expand, fashion and electronics are forecast to remain key players driving most of the market's growth.

Sites and apps

In Denmark, elgiganten.dk was the most popular shopping website in 2022 in terms of website visits. Headquartered in Copenhagen, Elgiganten sells consumer electronics and white goods. As 91 percent of shoppers repurchased from the merchant that year, the retailer was among the most repurchased sites in the country. However, the company did not rank as well regarding app downloads. In fact, it was not among the top 20 shopping apps of 2022. At the top of that list was grocery retailer Netto, with over 430,000 app downloads, followed by Shein, with around 334,000 app downloads.