High online shopping frequency and spending in Denmark

By Direct Link - Like the rest of the Nordic region, Denmark has a very well-developed e-commerce market and a population with a good grasp of digital technology.

According to DESI, the European Commission´s Economy and Society Index, Denmark is in second place, behind the UK, in terms of the percentage of the population who shops online. In 2021, 91 percent of the
Danish internet users made purchases online. Between 2012 and 2021, the value of online retail sales in Denmark went from 42 billion DKK to 133 billion DKK.

That strong development indicates that the Danish online consumers have both a high purchase frequency and average spending. According to the PostNord/Direct Link report e-commerce in Europe 2021, the typical Danish consumer spent EUR 243 a month online. The highest average spending among all twelve countries that was surveyed in the report.

When it comes to delivery options, Danish consumers have always been more positive about home deliveries than their Nordic neighbors. 55 percent of Danes have it as their most preferred option.

The Danes are also keen cross-border online buyers. Regarding a favorite destination, they
have changed their preferences a bit in recent years. According to the latest IPC* Cross-Border e-commerce Shopper Survey, 50 percent of Danish cross-border consumers had bought from Germany in the past year, 31 percent had bought from China, and 25 percent had bought from the UK. For a number of years before, China was the big dominant here.

Regarding the most commonly bought product categories online, Danish consumers´ preferences do not differ significantly from other European markets. Clothing and Footwear is number one with more than 50 percent having bought that over the past year. The number two category was Home Electronics, followed by Cosmetics and Skincare.

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