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Norwegian online shopping behaviour olds prefer to use Temu. 19% of them bought something
More than eight out of ten Norwegians have been from the marketplace in the last three months.
shopping online recently, and 83% do so every month.
In 2019 the recent month´s shopping rate was 66%. In Finnish online shopping behaviour
Norway, the 30-49-year-old have the highest shopping 79% of the Finnish population shop online every month.
frequency with 32% shopping at least once a week. There 80% did so in the last month, up from 50% in 2019.
are slight differences between genders: 23% of women shop Younger people shop online a lot more often than older
online every week compared to 21% of men. More than a people. 33% of 18-29-year-olds buy something online every
third of the most recent e-commerce purchases was made week, but only 18% of the 30-49-year-olds do the same. In
in the clothing and footwear category. Since 2019 beauty the oldest age group, consisting of 65-79-year-olds, only
has advanced from the fourth to the second place. 9% shop online weekly. Clothing and footwear are the most
popular product category to buy also in Finland. At the
Norwegian cross-border purchases outside the same time, beauty products, groceries, and home electronics
Nordics make up for as much as 37% of the online purchases.
48% of Norwegians shop online from abroad at least once Groceries has become more popular to buy online, up from
a month, an increase from 34% in 2019. The most frequent the sixth most popular category in 2019.
international shoppers are 18-29-year-olds, of whom 16
% buy something from abroad at least once a week. The Finnish cross-border purchases outside the Nordics
most popular destinations to buy from outside the Nordics 39% of Finns shop online from abroad at least once a
are China, the UK, and the United States. Men in Norway month. Among respondents 18-29 years old, 15% shop
shops more from abroad than women do, 15% compared online from abroad every week. For the other age groups,
to 9% of respective gender. Regarding international less than 5% do so. Sweden is now the most popular
marketplaces, Temu, Zalando and eBay are the most destination to shop from and has advanced from the third
popular online marketplaces for Norwegian shoppers. most popular country to shop from in 2019. If we look
Temu is the most popular for 50-79-year-olds, however for outside the Nordics, Germany is the country from which
the younger population Zalando is the first-hand choice. Finnish consumers shop the most, followed by China, the
UK, and the US. Zalando has a clear position as the most
Danish online shopping behaviour popular online marketplaces for Finnish shoppers. It is the
During the recent month, 80% of the Danish consumers most popular marketplace for 18-29-year-olds, but for all
made an online order. 84% shop online every month, other age groups Temu is the favourite.
compared with 62% who did so in 2019. Both 18-29-year-
olds and 30-49-year-olds keep a high shopping frequency Sustainability important to Nordic online consumers
with 42% shopping online at least once a week. There are Many of the Nordic countries are often seen as rather
quite significant differences between different age groups sustainable and on a list of the top ten most sustainable
in Denmark; 41% of 18-29-year-olds shop online every destinations, eight of the top ten destinations are in the
week, while the Danish average is 31%. More than a third Nordics. This is also the case when it comes to the Nordic
of the latest e-commerce purchases was in the clothing and consumers. Eight out of ten Nordic consumers consider
footwear category. The second most popular category is sustainability factors when shopping online. However,
home electronics for men and beauty & health for women. Finnish e-commerce consumers stand out as there are
more consumers declaring that sustainability factors do
Danish cross-border purchases outside the Nordics not affect their online shopping. 28% of the consumers in
The Danish online consumers are the keenest cross-border Finland stated this, compared to a Nordic average of 21%.
shoppers among the Nordic countries. As much as 54% Swedish and Danish consumers consider sustainable
the of Danes shop online from abroad at least once a materials as the most important sustainability factor when
month, more than a doubling from 27% in 2019. As much shopping online. Furthermore, consumers in Norway see
as 72% of the 18–29-year-olds shop online from abroad fair working conditions as the primary sustainability factor
every month, and 21% do so every week. It is more usual when shopping online. ••
for men to shop from abroad every week, since 17% do so
compared to 8% of women. Neighbouring Germany is the ABOUT THE REPORT:
most popular destination, where about 40% make their The data presented in this report is based on four consumer surveys in the
international purchases. Second most popular country to countries Sweden, Norway, Finland, and Denmark. The surveys were carried
buy from outside of the Nordics is China. The United out in March and April 2024, and had 1 000 respondents in Sweden, Finland,
Kingdom has lost its position as the most popular country and Denmark between the age of 18 – 79. The Norwegian survey had 974
to shop from since 2019 and comes in at number four. respondents. All data shown in the report is based on these surveys, unless
Zalando has a clear position as the most popular online otherwise stated.
marketplaces for Danish shoppers. However, 65-79-year-

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