Page 10 - CBM22

~ DirectLink ~

In 2018, interest in buying groceries online was quite limited; • Denmark
10% of consumers stated that they had bought food online. With almost 6 million inhabitants, Denmark is the second-
In 2020, the worst pandemic period, 35% shopped for food largest country in the Nordic region in terms of number
online, and in 2021, this was 32%. This clearly shows that of people but clearly the smallest in terms of land area.
buying habits that are more or less forced upon people have Transport distances are relatively short, which means that
a tendency to stay when they discover that it actually works. Danish domestic e-commerce has fairly fast delivery times
Other categories that are growing year by year in Sweden are compared with their Nordic neighbours. The e-commerce
cosmetics & skincare and home furnishings. When Swedish market has been well established for a long time, and
online consumers buy products from other countries, they according to several studies, Danish online consumers
prefer China, the UK and Germany. spend the most money per capita among the Nordic
markets. Almost 90% of Danes between 18-79 years of age
Marketplaces state that they have shopped online. According to DESI,
At the end of the year 2020, Amazon launched its Swedish the European Commission’s Digital Economy and Society
e-commerce website. Initially, it was widely criticised for Index, Denmark is in second place, behind the UK, in terms
inaccurate translations and a relatively small product range. of the percentage of the population who make purchases
Despite the criticism, four out of ten Swedes were interested online. Moreover, consumers are not alone in being digitally
in shopping from the website, and a few months after savvy in Denmark. A total of 54% of Danish companies
the launch, 12% had purchased something from Amazon. state that they are highly digitalised – the highest level in
However, the German fashion giant Zalando is by far the the EU, where the average is 28%.
most popular international marketplace among Swedish
online consumers, with 41% buying from it in 2021. Amazon The product categories that Danes prefer to buy from
is now number two in Sweden with 27%, followed by Wish online
with 22%. The top three physical products to buy in Denmark are the
classic online categories of clothing & footwear, bought
Preferred delivery methods by more than 50% of online consumers, followed by home
When it comes to how the Swedes prefer to get their online electronics and cosmetics & skincare. As in Sweden, the
items delivered, home delivery without a signature is the coronavirus pandemic gave a boost to the food/groceries
number one alternative stated by 31%, followed by delivery category in Denmark also. In 2018, 11% of Danish
to a mailbox with 23%, and collecting the product in person consumers stated that they bought food online. In 2021, the
from a service point at 23%. When it comes to requirements number was 24%. The pandemic also affected online sales
for the delivery time, Nordic consumers, in general, have long of pharmacy products. In 2018, the category was not among
been among those who have been most patient, but we now the top ten; in 2021, 27% stated that they had bought
see a tendency toward demands for faster deliveries starting to pharmacy products. When buying cross-border, the Danes
apply here as well. tend to favour China, the UK and Germany.

10