E-commerce purchases in the Nordics now worth over EUR 22 billion
The Nordic region today is a mature e-commerce market but is still showing a steady yearly growth. During an average month in 2018, 61 % of Nordic residents made an online purchase. The total value of physical products bought online during 2018 is estimated to EUR 22.4 billion. 16 % came from purchases made from foreign markets.
Sweden, the largest country in the region, is responsible for the biggest part of the total spending while Denmark and Norway show the highest average spending with EUR 223 and EUR 218 respectively. Finland has the lowest average spending, but also the highest share of residents buying products from abroad.
Most popular categories
Fashion & footwear, home electronics and media products has been the most popular categories to buy online in the Nordics for quite a long time now. But there are also others coming strong behind the most bought products, like beauty & health and sports & leisure goods.
About the report
For the eleventh consecutive year, PostNord is publishing a study of the Nordic e-commerce market. The report “E-commerce in the Nordics – summary 2018” (published in March 2019) is based on surveys with consumers between 18-79 years, carried out on a monthly basis in Denmark, Finland, Norway and Sweden. The total number of respondents is 89 000. The report contains detailed information on both the Nordic market as a whole, as well the four countries.