What are online shoppers buying?
With a market share of nearly 30 percent, fashion reigns as the most popular product category in the country, surpassing electronics which holds the second place with approximately one-fifth of the market. Within the apparel segment, German marketplace Zalando is the undisputed leader in the Nordic country. In 2022, the fashion retailer generated over 230 million U.S. dollars in net sales. H&M, the second-largest fashion retailer, generated approximately 180 million U.S. dollars in online sales.However, consumer electronics are the most profitable merchandise category as Komplett and Elkjøp top the ranking of online stores in Norway, with net sales worth over 400 and 370 million U.S. dollars, respectively. Both are companies founded and headquartered in Norway, but while Elkjøp is a well-established electronics store chain that ventured into online channels, Komplett is an e-commerce pure player.
Shopping on smartphones
In the Nordic countries, mobile shopping has increased in the past few years, with the second-highest share of mobile shoppers found in Norway. The significance of mobile commerce is growing rapidly in Norway’s e-commerce industry, and is forecast to exceed 40 percent of e-commerce sales by 2027. Shopping through mobile devices is especially popular among consumers aged 25 to 34. Moreover, data suggests that mobile commerce is largely driven by male shoppers.Mobile applications are a popular way to purchase goods through smartphones. In Norway, grocery, fashion, and second-hand apps ranked as the most downloaded apps of 2022. Homegrown player REMA 1000 topped the list with over 330,000 app downloads, followed by Too Good To Go with over 270,000 downloads. Zalando also scored great success in terms of app downloads, as the company was the fifth-most downloaded app in the country with around 158,000 downloads.
