By PostNord - PostNord’s new report, titled "E-commerce in the Nordics, Autumn 2025," reveals a market full of opportunities for global e-tailers. Based on consumer surveys conducted across Sweden, Denmark, Norway, and Finland, the study shows that e-commerce continues to outperform traditional retail as Nordic consumers increasingly opt for online shopping due to its value, variety, and convenience.
After a period of inflation and cautious spending, household purchasing power is improving. Online sales are growing steadily, fueled by consumers’ demand for competitive pricing, smooth delivery, and flexible payment options. Sweden leads in e-commerce maturity, while Finnish consumers are the most active cross-border shoppers, with 25% buying from Swedish retailers.
Where do Nordics shop? China tops the list, thanks to its low prices, followed by Germany and the U.S., which are appreciated for their product range and reliability. Marketplaces like Amazon, Zalando, and Temu dominate across all countries.
Delivery convenience remains key as parcel lockers and pick-up points are highly popular, especially in Finland. Mobile payments such as Swish and Vipps are transforming checkout experiences.
For international e-tailers, the message is clear: Nordic consumers are open, digital-savvy, and ready to shop cross-border. To win them over, offer competitive prices, a broad assortment, and an inspiring shopping experience and you’ll find a loyal and growing customer base in the North.
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