The report covers the Nordic countries Denmark, Finland, Norway and Sweden. All countries share a common heritage and together have a population of around 26 million people, accounting for only 5% of Europe’s population. The countries are, with the exception of Denmark, among the most sparsely populated in the world. A fact that has meant that the region has a long history of distance and mail order trading.

Nordic consumers have been relatively mature in their behavior when it comes to e-commerce, and they share common traits when it comes to shopping behavior and preferences. However, e-tailers wishing to establish operations in the Nordic region should beware of treating the four countries as one single market. There are significant differences in some respects. Learn more about each of the four different markets in this report.