17 Oct 2010

E-commerce in Scandinavia and the Nordic Countries

If you want to expand your online business or web shop into to Nordic countries or Scandinavia but don't know how the Danes, Swedes, Norwegians and Finnish behave on the Internet, well don't worry. Read this blog post and you'll save yourself some time and hopefully earn some money. Eventually.

In 2009 the turnover for distance selling in the Nordic region was €8,583,230,513 (£7,531,804,220) and it is rinsing. In the same period distance selling increased by 17%, a report from Post Norden shows. Last year on an average each person living in the Nordic region bought articles for €692 (£607). If your shop or company isn't situated in the Nordic Countries - don't worry. Because nearly half the citizens who shop online have bought their shirt, cream or radio in another country.

Differences within the Nordic countries
Below you'll find some difference and similarities with in the Nordic countries regarding online shopping. I have only listed the most common and top 3-5 in each group.

The Danes are bargain hunters and the Finns are all for convenience.
Reason to purchase online:
Country S DK  N  SF
It's cheaper 24%    34%  25%  17%
Shop when I want   20%    18%  23%  30%
It's easier 25%    22%  14%  21%
Source: Posten Norden (May 2010)

The Swedes expect to get an invoice and the Danes love their Dankort/Visa card.
The most common payment methods:
Country S DK  N  SF
Invoice 41%    8%  30%  32%
Credit card   24%    66%  33%  13%
Bank transfer 22%    22%  20%  37%
COD   11%      4%  16%  17%
Source: Posten Norden (May 2010) 

Apparel and shoes are the most popular products.
The most common product purchased online:
Country S DK  N  SF
Shoes/clothes 47%    43%  39%  48%
Computers and electronics   39%    46%  40%  33%
Books 28%    23%  24%  19%
CDs and film   24%    25%  20%  29%
Source: Posten Norden (May 2010) 

Search engines rule the world and comparison sites are second.
First step when purchasing:
Country S DK  N  SF
Search engine 65%    81%  69%  70%
Comparison sites 54%    67%  45%  48%
Catalogues 41%    39%  53%  64%
Ratings and reviews   48%   43%  49%  39%
Social Media   18%    15%  24%  35%
Get retail inspiration   19%    26%  13%  14%
Source: Posten Norden (May 2010) 

The Norwegians go bargain hunting abroad, the Swedes are looking for larger selection.
Reason to purchase abroad:
Country S DK  N  SF
It's cheaper than home     47%    61%  65%  46%
Can't find it online in my country   33%    32%  27%  37%
Larger selection 36%    28%  32%  28%
Source: Posten Norden (May 2010)

These were the most interesting figures from the Nordic region. If you are missing some numbers or categories you are welcome to contact me and I will look into the report from Posten Norden and see what I can dig out for you. You can find my e-mail under contact.

See the latest number on Scandinavian and Nordic e-commerce


  1. Great information, thanks for sharing

  2. Glad you can use it. I realised that the report wasn't available online and made a blog post about it.

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