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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By Direct Link - The Swedish e-commerce market decreased by 7 percent year-on-year in 2022, according to  PostNord´s annual E-barometer report. The total turnover for e-commerce in 2022 was SEK 136 billion, with two product categories – pharmacy products and fashion& footwear reporting positive growth.  

The near future is difficult to predict. It will be significantly affected by macroeconomic factors,  which of course, include such as international conflicts, inflation, and cost of living. 

The 2022 E-barometer presents three scenarios for how the state of the economy might affect e-commerce in the short and long term. 

The three possible scenarios are: 

• The wind is turning quite fast – e-commerce will slowly increase this year after a  gloomy 2022 

• Break year 2023 – growth will be at a standstill this year but will pick up speed again in 2024 

• A deeper slowdown – there will be continued high inflation, high-interest rates and high energy prices, and recovery only in a few years. 

The report has also identified some clear trends regarding the behavior of Swedish e-commerce consumers. The first is that social e-commerce is growing strongly. To browse and shop directly is becoming increasingly common. To understand the potential size of social e-commerce one can look at the e-commerce market in the United States, which often influences the Swedish market. In the US, social commerce makes up four percent of all e-commerce sales. And, as the buying channels the consumer prefers to use change,  opportunities are naturally created for new players to step in. 

Another one is that it´s increasingly apparent that influencer marketing is becoming increasingly critical for building a brand. At the same time, a discussion is emerging about how profitable this strategy is, and that it can be challenging to measure the actual outcome.  From the Swedish e-tailer´s perspective, the principal value of collaborating with influencers is that it strengthens the brand. Thirty-seven percent of the surveyed e-commerce companies agree on that. 

*The E-barometer is published quarterly, including a full-year report, based on five consumer surveys and one survey with e-retailers.

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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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Instabox, a Swedish parcel delivery start-up, has raised 174 million euros in its latest financing round. Its value is now estimated at 1 billion euros, granting it the Unicorn Status. 

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Swedish Instabox has been growing fast since its launch in 2015. In 2020, it generated a revenue of 24 million euros. In 2021, the company raised over 73 million euros and entered the Netherlands through its acquisition of Red Je Pakketje.

Instabox is officially a Unicorn 

The company was forecast to become a Unicorn for some time already, but it was via this last financing round that it actually achieved the mark of a billion euros, thus becoming the newest unicorn in Sweden. 

The round was led by European investment firm Verdane, which specializes in tech companies. Owners such as Creades and EQT Ventures invested again, as well as new investors.

‘The new financing will help us improve our services, making us even more sustainable. I am delighted with the confidence that our current and new investors have shown in us. The global parcel services market continues to grow every year and lightning-fast, hassle-free and fossil-free shipping set us apart from traditional shipping services. The new financing will help us build on that and further improve our services, making us even more sustainable and customer-oriented”, said Alexis Priftis, CEO and co-founder of Instabox.

Strengthening and consolidation  

The company will use the money raised in this round, not so much for expansion, but to further consolidate and reinforce the infrastructure of Instabox in Sweden, Norway, and The Netherlands. A much-needed reinforcement due to the amazing year-on-year growth of 300% that the company has had since 2017. 

The Financial Times recently named Instabox as the third fastest-growing company in Europe. Currently, the parcel delivery service is able to deliver over 3 million parcels each month.

It has already announced that it wants to place at least 3.000 more parcel lockers in the Netherlands. It will also strengthen its position in Norway, after taking over the Norwegian same-day delivery company Porterbuddy. Earlier this year, the company launched in Germany. The parcel deliverer announced that it would open more locker terminals within the country soon.

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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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Even though only about one in three shops in the Netherlands is very active, the density is still very high (640 people per online shop). The country does not have a large marketplace like Amazon that is active in the country. Amazon is only present through a translated German Amazon website and an online platform where it sells ebooks.

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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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Despite the great promise of mobile payment solutions, cash money will remain important in the coming years. There are some Western European countries, the Netherlands, Switzerland, and Sweden for example, where the role of cash money changes the most. This appears from a newly published research by PYMNTS.

If predictions are to believed, the first cashless societies are in the making. A major step in this is the embrace of digital payment instruments. In the near future, a large part of consumers is expected to switch to paying by using their mobile phone. Although this implies that cash money will be used less and less, figures do not indicate this. This is shown by a report from PYMNTS in which it looks ahead over the next five years.

Compared to those Western European countries, the share of cash money in the Netherlands is relatively small. Just over seven percent of the total. There are only two Western European countries where people pay even less by using cash money. These countries are Sweden, where the share of cash is only six percent, and Switzerland, where cash is used in only five percent of all payments.

The fact that the share of cash money is not that big does not mean that cash is disappearing. The payment company that commissioned the report also let PYMNTS look at the actual use of cash. With the growth of economies, the use of cash also increases considerably. The use of cash money will increase with 0.7 percent until 2021 in the fifteen Western European countries. This trend is not equally observed in all countries. In some countries, the use of cash money grows extensively and in other countries, the use of cash is decreasing.The two Western European countries where the use of cash decreases most are Ireland and Finland. As the European Central Bank (ECB) concluded last year, mobile payments are on the rise. However, three-quarters of all payments at European cash registers are still made in cash. 

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