Most visited e-commerce sites in Denmark 2022

Elgiganten.dk was the most visited e-commerce site in Denmark in 2022, hitting over 2.6 million monthly visits. Microsoft.com followed with an average monthly traffic of 2.4 million visits. The two consumer electronics sites outdid Amazon, at 2.3 million monthly visits.

The Danish e-shopper

Danish online shoppers favor domestic e-commerce websites. In 2022, around 85 percent of Danes purchased from national sellers online, 40 percent from sellers from other EU countries, and 12 percent bought outside the EU. Highest e-commerce penetration rates can be found in Denmark's capital region, where over 80 percent of consumers purchased via e-commerce sites. When comparing age groups, Danish 20- to 39-year-olds purchased online the most.

What do Danes shop?

In 2022, Danes favored clothing, sports, and leisure equipment, bought by nearly seven in ten online shoppers Event tickets were the second-most purchased e-commerce products, bought by 52 percent of e-shoppers, followed by online meals at 51 percent. That year, online shopping was equally done via desktops and smartphones, leaving tablets at 12 percent.