9 Oct 2011

E-commerce Is Gaining Ground in Scandinavia and the Nordic Countries

It's a year ago I made the blog entry E-commerce in Scandinavia and the Nordic Countries and I think it's time for an update. As the last time, I use Posten's (the Nordic Post) survey about e-commerce in Scandinavia and the Nordic countries.

A brief summery. 1 in 4 citizens in the Nordic countries (Denmark, Sweden, Norway and Finland) is shopping online each month. Among the Nordic countries the Danes are most likely to click on the buy button. 1 in 3 (32%) Danes are shopping on the web each month.

Percentage of people who shop each month via distance
Country      S DK  N  SF

    28%    32%  24%  10%
Source: Posten Norden (May 2011) 

The Danes shop online because it's easy and they can hunt for bargains. The Danes are not as interested in a larger selection of products as their fellow Nordic citizen. The Danes expect a short delivery time, 1 in 3 (35%) demands that the product is delivered within in three days.

The online shopping Swedes are younger (15-29 years) than in the other Nordic countries. In Sweden people prefer to click on the buy button in shops situated in Sweden and to be invoiced. 

The credit card is gaining ground on invoices among the internet shopping Norwegians. In Norway they are more patient and accept a delivery time of more than a week.

Finns are still the most hesitant online shoppers in the Nordic countries. They prefer to use bank transfer and are not using their credit card as often as their neighbours.

Men shop more online than women 
In most surveys of this kind women are always crowned as kings of internet shopping. But not in Scandinavia and the Nordic countries.

Percentage who shop each month (gender)
Country S DK  N  SF
Men 30%    37%  27%  9%
Women   25%    26%  21%  9%
Source: Posten Norden (May 2011)

1 in 3 in the age groups 15-29 and 30-49 shop online each month. However, the most frequent shopper are Danish men in the age 30-49 where half (51%) claim they shop online each month.

Reasons for shopping online
Half the Nordic population shop online because it's easier and faster than shopping in the high street shops. The price is also an important factor. 1 in 5 thinks that a price is important. When shopping online consumers expect a larger selection of products.

Most important argument for shopping online (selected categories)
Country S DK  N  SF
It's cheaper 22%    30%  26%  12%
Better selection   22%    15%  25%  23%
Source: Posten Norden (May 2011)

Consumer electronics are hot - glasses are not
Clothes/apparel are most often put in the virtual shopping cart followed by consumer electronics. Newspapers and magazines, food, glasses and contact linses are seldom bought online.

Products people have ordered last year (top 3 and bottom 3)
Country S DK  N  SF
Clothes 50%    49%  44%  53%
Consumer electronics   33%    45%  36%  41%
Books 28%    18%  16%  22%
Newspapers and magazines     2%      3%    1%    5%
Food     1%      3%    2%    2%
Glasses and contact lenses   2%      0%    1%    2%
Source: Posten Norden (May 2011) 

Almost half (49%) of the people living in the Nordic countries have bought clothes online in the last year.

Card or cash?
Over all the credit card is the most popular paying method but there are geographical differences. The Finns are least likely to use credit card and the Swedes like to be invoiced.

The most common payment methods
Country S DK  N  SF
Credit card   21%    80%  40%  14%
Invoice 41%    4%  24%  30%
Bank transfer 28%    10%  20%  39%
COD     8%      3%  12%  12%
Instalment agreement     1%      0%    0%    3%
Don't know     1%      3%    4%    2%
Source: Posten Norden (May 2011) 

Get hold of E-handel i Norden 2011 (in Danish) by Posten.


  1. It's so nice to her about this thing.Anyways, i'm looking forward for more of success of eCommerce.