A region of mobile shoppers
Mobile commerce keeps expanding rapidly in the region, with around half of the Nordic consumers now purchasing products online via mobile devices. Around three-fourths of visits to retail websites originate from smartphones, compared to only a quarter from desktops and two percent from tablets. In the second quarter of 2023, traffic to e-commerce sites from mobile devices grew by around 16 percent. Nordic consumers also purchase most of their products online via mobile phones, at a share of almost 70 percent compared to all other device orders. However, around eight in ten baskets created on mobile online stores did not result in completed orders, the highest share among all devices. The abandonment rate for orders created on desktops and tablets was slightly lower, with roughly three-quarters of baskets being abandoned.Marketplaces dominate
In the Nordic region, online marketplaces are the most popular online shopping destinations. The region has a strong consumer-to-consumer (C2C) market, with C2C marketplaces being the most popular online stores. Tori.fi dominates in Finland, Finn.no in Norway, Blocket.se in Sweden, and DBA.dk in Denmark. These leading second-hand marketplaces are all owned by the Schibsted group. In the third quarter of 2022, Schibsted’s online marketplaces generated a revenue of around 113 million U.S. dollars.The world’s ruling marketplace, Amazon, has a significant user base in Denmark, Finland, and Sweden. On the contrary, it failed to rank among the most visited marketplaces in Norway. Amazon launched the Nordic market's first storefront in Sweden in 2020, testing the region's success. Prior to the Scandinavian establishment, online shoppers in the region mostly ordered from Amazon in Germany and the United Kingdom. Initially, Amazon's entry into Sweden was lukewarm, halting a potential expansion in the region. However, the marketplace appears to have taken off in 2023, with estimated revenues reaching nearly one billion dollars. That year, Amazon also tapped into the Nordic second-hand market, launching Amazon Renewed in Sweden.
