Cross-border online trade has been spreading wider and wider, resulting in both export from and import into the Nordic markets. One out of four British consumers had purchased goods online from Nordic online shops in 2019. Swedes, Danes, Norwegians and Finns used foreign web-shops too. From clothes to health and beauty products, Danish consumers ordered mostly from the United Kingdom in the first half of 2019.
When asked why they shopped online, Nordic residents pointed out finding it easy and saving time as the most common reason. This was considered important by approximately one out of three Swedes in 2019. However, like other businesses, online retailers have also experienced some challenges in early 2020, after the coronavirus (COVID-19) outbreak . One of the outcomes was a decrease in customers, which was also observed in Denmark in the second half of March the same year.