E-commerce in the Nordics - Statistics & Facts

E-commerce companies have been generating higher and higher revenues across Europe. Although Ireland led the ranking in 2019, the Scandinavian countries followed closely, and Norwegian, Swedish and Danish companies’ online sales accounted for roughly one fourth of their total revenues that year. Within the Nordics, Sweden was the country with the highest online shopping reach in 2019, followed by Norway. Regarding different shopping behaviors, researching products online before buying them in a physical store (also knowns as webrooming) was fairly common among Nordic consumers and more than half of Finns in 2019.

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.

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E-commerce in the Nordics

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