61% of the northerners bought goods online
The annual e-commerce report by Postnord shared general statistics about e-commerce in the Nordic countries of Sweden, Denmark, Norway, and Finland, Ecommerce News reports. The study shows that the e-commerce industry in the Nordic countries was worth 230.2 billion Swedish kronor, or 21.87 billion euros, in 2018. The biggest share of this online turnover comes from Sweden, which also has the highest proportion of people shopping online.
During an average month in 2018, 61% of the northerners bought goods online. Ten years ago, this share was only 21%. And 15.9% of the e-commerce consumption in the Nordics consisted of purchases from outside this part of Europe.
The most popular product categories to buy online are clothing & shoes (36%), consumer electronics (25%), media (25%) and beauty & health (22%).
When Nordic consumers shop online cross-border, they mostly buy do this at online shops in the United States, the United Kingdom, Sweden, Germany, and China. According to the survey, 14% of Danish consumers, 13% of Norwegian consumers and 23% of Finnish consumers shop online at e-commerce websites located in Sweden.