Report
E-commerce in the Nordics
“E-commerce in the Nordics” is our report full of interesting facts and important truths about a market of 25 million potential customers. When you’re ready to take the next step, we’re there to help you expand into new markets.
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Highlights from the report
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.Highest spenders
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.More than half of Swedish consumers shop online at least once a month
January 24, 2024
According to the IPC Cross-Border Shopper Survey 2023 released in December last year, 54 percent of Swedish consumers shop online at
Finland – more than just Santa’s home
December 15, 2023
The inhabitants of Finland have long insisted that Santa Claus originally comes from Finland, and that he lives a bit outside
E-commerce development in Sweden Q2 / 2023
November 14, 2023
With the E-barometer report, PostNord monitors and analyzes e-commerce development in the Swedish retail industry, in cooperation with the Swedish Trade