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Most popular webshops in Denmark 2017-2020 was the most often used web-shop in Denmark in recent years. Over seven thousand Danish people were asked which web-shop they did their last purchase from and four percent of them answered Zalando in the first half of 2020. Two percent of the respondents did their last purchase on Amazon, the second most used web-shop, and 1.9 percent did it on H&M, the web-shop ranked third. Some worldwide famous web-shops, such as Aliexpress and Asos only came in use from 2018 onwards in Denmark.

What do Danish consumers buy online?

    The category which led as most frequently purchased online by Danish, was clothing and footwear, with 38 percent of the respondents’ votes. Home electronics followed, with 26 percent of the respondents’ votes.

Online shopping in Denmark

    E-commerce is gaining popularity among Danish consumers. “The product is cheaper online than in a shop” was the most common reason to shop online in Denmark in 2020, according to over 19 percent of the interviewed internet users in Denmark. Regarding purchase frequency, the majority of people seemed to shop online once a quarter. Furthermore, 23 percent of the Danes did it once or twice a month. The growth rate of online B2C commerce peaked in 2014, when it reached 37.5 percent and it was 16.7 percent as of 2018.

Ranking of the most often used webshops in Denmark from 2017 to 2020

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Release date

September 2020



Survey time period

2017 to 2020

Number of respondents

7,428 respondents

Age group

18 years and older

Method of interview

Online panel

Supplementary notes

Original survey question: "Hvad er navnet på den butik du senest handlede i på internettet indenfor kategorien?".

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Statistics on "Retail industry in Denmark"

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