By summer’s end, the Nordic region (Sweden, Norway, Denmark, Finland) remains one of Europe's most digitally mature e-commerce markets. According to PostNord’s Spring 2025 report, over 80% of consumers shop online monthly, and a strong 73% made at least one international purchase in the past 12 months.

This high engagement level positions the Nordics as a strategic priority for global and regional brands aiming for long-term relevance across Europe.

Key Nordic E-Commerce Metrics (Summer 2025)

• 84% of Nordic consumers shop online at least once a month
  
• 73% have completed a cross-border purchase in the past year, with 48% shopping abroad monthly
  
• 32% bought second-hand items within the last 30 days
  
• Sustainability factors influence 8 in 10 shoppers when selecting where to buy online
  

Cross-Border Popularity & Destinations

China is the leading cross-border origin for Nordic shoppers, especially in Sweden and Norway (around 30% of recent orders). Germany ranks highly in Denmark. Sweden is commonly purchased from in Finland—and vice versa.

Lower pricing is the primary motivator for cross-border purchases in the Nordics (around 60%), but trust, reliable delivery, and clear return policies determine conversion success.

Delivery & Payment Preferences Vary by Country

Key delivery preferences:

• Denmark: 45% prefer pick-up at service points
  
• Finland: 37% prefer parcel lockers
  
• Sweden: 32% opt for home delivery
  
• Norway: 31% favor mailbox delivery systems
  

Preferred payment methods also differ: Sweden favors invoice-based payments (e.g., Klarna), while Norway and Denmark lean toward buy-now-pay-later and local wallet solutions.

Nordic E-commerce Trends

Consistent Engagement

A high baseline of monthly shoppers creates opportunities for repeat purchase cycles, especially in fashion, beauty, and groceries.

Cross-Border Opens Demand

With nearly three-quarters shopping internationally, Nordic buyers are open to new brands and geographies—provided you address delivery, returns, and local trust signals.

Sustainability as a Decision Driver

Eight out of ten consumers weigh sustainability; brands offering clear ESG messaging and eco-delivery options can differentiate themselves.

Action Steps for E-Commerce Teams

As of late August 2025, the Nordic e-commerce ecosystem remains vibrant and digitally engaged. With 83–84% of consumers shopping monthly and 73% making foreign purchases over the past year, the region is fertile ground for brands that adapt to local delivery, payment, and sustainability expectations. Differentiation in logistics, trust signals, and ESG positioning will continue to drive competitive advantage in Scandinavia’s evolving digital retail arena.

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As digital retail continues its upward climb in the post-pandemic economy, the Nordic countries—Sweden, Denmark, Finland, and Norway—have emerged as global frontrunners in e-commerce adoption. According to the newly released PostNord Spring 2025 Nordic E-commerce Report, over 80% of Nordic consumers shop online at least monthly, with increasing emphasis on convenience, sustainability, and international shopping.

Today, we want to dive into the key e-commerce trends reshaping the Nordics, thanks to our partners at PostNord, and digest this insightful E-commerce in the Nordics 2025 Spring report. Remember, you can download the full report here.

E-commerce Growth Rebounds in 2024

After a sluggish 2023, Nordic e-commerce made a notable recovery in 2024, outpacing overall retail growth across all four countries. While uncertainty in global trade and geopolitical tensions remain, the region’s e-commerce ecosystem is expanding, driven by tech-savvy consumers, mature delivery infrastructures, and a growing appetite for cross-border purchases.

Nordic Online Shopping in Numbers (2025)

• 84% shop online at least once a month
  
• 73% made an international online purchase in the past year
  
• 32% purchased second-hand items online in the last 30 days
  
• 62% paid for delivery during their last online purchase
  
• Most common delivery: Service point (32%)
  
• Most common payment: Credit card (24%)
  

Country-By-Country Breakdown

Sweden: The Most Mature Market

• 90% shop monthly (highest in the Nordics)
  
• Most prefer home delivery and pay for convenience
  
• Top categories: clothes, beauty, groceries
  
• Swedes favor invoice payments (thanks to Klarna)
  
• Strong second-hand growth driven by sustainability and style
  

Denmark: The Price-Savvy Consumer

• Service points dominate deliveries, but home delivery is preferred
  
• Danes are the most active cross-border shoppers (77%)
  
• Popular international platforms: Zalando, Temu, Amazon
  
• Slight dip in second-hand shopping, especially among 30–49 age group
  
• Most value: lowest price + pickup flexibility
  

Finland: The Parcel Locker Nation

• 37% prefer parcel lockers—highest in the Nordics
  
• Weekly online shopping among 18–29-year-olds jumped from 33% to 50%
  
• Second-hand shopping and eco-conscious buying are gaining ground.
  
• Online bank payment still leads, but cards and mobile pay rising.
  
• Returns via parcel lockers are uniquely dominant.
  

Norway: Flexibility First

• Highest willingness to pay for sustainable and fast deliveries
  
• 76% shop from abroad; top foreign sites include Temu and Amazon
  
• Home deliveries and parcel lockers are on the rise.
  
• 71% value clear return policies—the highest in the Nordics
  
• Second-hand fashion and electronics are popular.
  

Cross-Border Shopping: China, Germany & Sweden Lead

China remains the top foreign country from which Nordic consumers shop, especially among older age groups. Germany and Sweden follow closely, with Sweden being the most popular Nordic country for cross-border purchases, driven by a strong domestic e-commerce ecosystem and favorable logistics.

Sustainability: Strong Intent, Moderate Action

Despite economic pressures, 8 in 10 Nordic consumers consider sustainability when shopping online. However, willingness to pay extra for eco-friendly deliveries or products remains mixed. Swedes and Norwegians are more open to paying for sustainable delivery options, while Finns and Danes show more caution.

Key factors influencing sustainable purchases:

• Sustainable materials
  
• Fair working conditions
  
• Eco-friendly delivery
  

Key Takeaways for E-tailers

• Localize delivery and payment options to each Nordic market.
  
• Offer clear and flexible return policies—critical in Norway.
  
• Support parcel lockers in Finland and home deliveries in Sweden and Norway.
  
• Invest in second-hand or resale platforms to tap into circular economy demand.
  
• Balance sustainability with affordability to win over price-sensitive shoppers.
  

The 2025 Nordic e-commerce landscape reveals a digitally unified but behaviorally diverse market. To succeed, brands must embrace regional preferences—from payment systems and delivery expectations to sustainability values and second-hand shopping trends.

E-commerce in the Nordics isn’t just growing—it’s evolving. Retailers who adapt to these nuanced shifts will be best positioned to lead in this competitive, connected region.

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Morgan Stanley-backed payments company Sokin has acquired Norwegian fintech company Settle Group AS (Settle) to enhance its technology capabilities and offers, including its flagship product, Sokin Pay. The purchase comes months after Sokin received $31 million from Morgan Stanley Expansion Capital.

Sokin CEO and founder Vroon Modgill highlighted the acquisition's strategic importance: "The acquisition of Settle is a turning point for Sokin, as it will allow us to unlock new technology capabilities and expand our presence in key markets. It is a fascinating time for us as a company. We anticipate this will be the first in a series of acquisitions following a recent investment that has accelerated our growth. We aim to deliver market-leading value, an unrivaled proposition, and become the trusted partner for businesses on the global stage."

Settle aims to be a global payment solution

Settle, a payments solution launched in 2010, is an app-based platform that enables consumers and businesses to send and receive money instantly, domestically and internationally. Available in all European Union countries, Settle is positioned as an agile and efficient tool for managing transactions.

Through the acquisition, Sokin gains access to Settle's European EMI license. This license will strengthen their market presence and open up new regional growth opportunities.

Founded in 2019, Sokin offers a platform that enables global businesses to transfer, hold, and exchange over 100 currencies through multi-currency IBANs and local currency accounts. It currently operates at a transaction rate of more than $4.5 billion annually, and its representatives say they anticipate further growth. Sokin integrates with companies in a wide range of verticals, from transportation and logistics to Premier League soccer clubs.

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By Direct Link - Norway is a highly digitalized country with a well-established e-commerce market. Having a population of 5,3 million, Norway is the smallest country in the Nordics in terms of number of inhabitants. It is also the only country in the region that is not a member of the European Union. This fact places some special demands on international e-retailers who want to sell to Norwegian online consumers. Norway has its own VAT system called VOEC, VAT On Electronic Commerce (more on VOEC below).

Thanks to large oil deposits, Norway has developed into one of the richest countries in the world. The GDP per capita is USD 88 000, which is by far the highest in the Nordics. The price level is also high, with an OECD price index at 139.

Norwegian consumers have a strong interest in cross-border online shopping. In 2022, 77 percent of Norwegian online consumers had shopped from abroad. During the last few years, the most popular cross-border shopping destinations have been China, the United States and the United Kingdom. However, when it comes to marketplaces, that list is topped by German fashion giant Zalando.

Norwegian e-commerce consumer preferences

The Norwegian online consumers favors more or less the same product categories as consumers in their neighboring countries. In 2022, the top three categories were clothing and footwear, cosmetics and skin care, and consumer electronics.

When it comes to delivery options, the Norwegians hold delivery to mailbox as their number one alternative, followed by delivery to postal service point, and at home at the doorstep.

For a long time, invoice was the most popular payment method in Norway. That is not the case anymore. In 2022, the most popular options was Klarna or equivalent, credit card, PayPal or equivalent, and debit card.

To find out more about VOEC follow the link below:

Https://www.skatteetaten.no/en/business-and-organisation/vat-and-duties/vat/foreign/e-commerce-voec/

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By Direct Link - Norway, with a population of 5,4 million, is the smallest country in the Nordic region in terms of number of citizens. But certainly not small in terms of geographical area. With 385,000 square kilometers, the country is larger than Germany. A fact that has created good conditions for, and a necessity for, distance trading.

What used to be mail order is now e-commerce, which has developed rapidly over the past ten years. Today, Norway is one of the most connected countries in the world, with an internet penetration of 99 percent. In 2012,  the e-commerce revenue was 51 billion NOK. By 2021, it had grown to 170 billion NOK. 

The e-commerce share of total retail sales in Norway is 15%, and the cross-border share of e-commerce is around 20%. China is still the top destination for Norwegian online consumers when they make cross-border purchases, although interest in buying products from China has declined in recent years. Other markets that have taken shares at China´s expense are the US and the UK, which come in as number two and three. 

The most commonly bought products online in Norway are clothing and footwear, cosmetics and skin care, and home electronics.  

International marketplaces has quite a strong position among the Norwegian online consumers. The German fashion giant Zalando tops the list of favorites, but the American marketplaces Wish and eBay are also popular. 

Unlike the other Nordic countries, Norway is not a member of the EU. This means that foreign players who want to sell to Norway must be aware of their special VAT system, called  VOEC – VAT on E-commerce.

Contact Direct Link - part of PostNord, for shipping solutions into the Nordic countries!

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Budbee and Instabox have announced a fusion combining the two companies under the new holding company Instabee. 

The deal was closed last week, after approval from the Swedish Competition Authority. This combination creates a new company that aims to take the European market by assault.

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Instabee main goal is to combine Budbee and Instabox’s pooled resources, expertise, and know-how to keep transforming last-mile deliveries and challenge traditional players across Europe.

“I’m very pleased to receive this decision and excited to get to work shaping the future of Instabee. Our ambition is clear, to grow internationally and to do it with a healthy profit. My first task will be to get to know the team at Instabox and look under the hood of all the great solutions they have created" says Fredrik Hamilton, CEO of Instabee.

Instabox and Budbee effort to reduce CO2

As a joint entity, Budbee and Instabox have promised to create a more efficient and sustainable operations flow. By using fewer vehicles and terminals to deliver parcels, the pace toward a minimized CO2 footprint is accelerated.

This fusion is part of a growing trend of alliances between logistics companies from Europe, with the goal of increasing sustainability, and profitability and catering to an ever-growing e-commerce demand for logistics.

Instabox’s founder and new Executive Chairman of Instabee, Alexis Priftis, comments:

“We expect to see better economies of scale for Instabee, resulting in better financial and sustainability outcomes. I see great potential for us going forward, both short and long term, and know we will be well-positioned to create something extraordinary.”

Executive Chairman of Instabee, Alexis Priftis

If you want to find out more about this fusion, you can visit Instabee's new official website.

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The four markets have to deal with some cross-border shopping elements. Usually, cross-border consumers in the Nordic region shop abroad from China, the United Kingdom and Germany. Only on Norway, the consumers tend to prefer to buy cross-border from the American market. This may have something to do with the fact that eBay is very popular among Norwegian consumers. In Denmark, the United Kingdom is the favorite cross-border shopping destination, while the Swedes prefer Germany. When looking at a cross-border level in the Nordic region only, Sweden is for foreign consumers the most interesting market to shop cross-border. Especially the Finnish consumers are keen on shopping from Swedish shops

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(Shopping)apps are an important driver of online sales. On a year-over-year basis, an increase of 30% of the share of in-app transactions was found. In regard to this, customers are more likely to convert when shopping on a dedicated shopping app instead of a mobile website.

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Zalando's partner program offers a technical solution to brands, retailers and pure offline players to sell their products via Zalando's fashion stores. At the same time, they maintain in full control of their assortment and the price setting they deem appropriate. The shipment of orders to customers remains in the hands of the partner brands, while Zalando handles all other aspects, such as order and payment processing, returns, and customer service.

Becoming a part of Zalando's Partner Program requires to meet Zalando’s high quality standards and a series of strict criteria, such as product quality, assortment relevance, and the ability to adapt the offer to Zalando customer expectations (e.g. free delivery and a 100-day return period) as well as the ability to meet quality standards in terms of logistics, delivery, product presentation etcetera. The service is already live in lots of European countries like Denmark, Sweden, Finland, Germany, France, Italy, the Netherlands, Spain, the United Kingdom, and more.

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Now, e-tailers need to find innovative new ways to personalise their offerings so they can build a loyal customer base- and they’re going to need to harness customer data to do it. The buzz around big data has been ringing in our ears for a while - but it’s time to grasp the bull by the horns. Although investing in new technology too heavily has been the pitfall of many, the other critical error has been leaving it too late. Customers expect to be able to have a personalised experience from a cohesive brand across all channels. But how can retailers strike the right balance when it comes to upgrading their online commerce?

In Q2 of 2018, WBR Insights surveyed 100 Directors of E-commerce from across the Nordics to find out more about the challenges they’re facing and the innovative solutions being brought to the table. The results are presented in this benchmark report with analysis and commentary by the eTail Nordic community. Download the full report below.

Download

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