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Your Guide to E-Commerce in Scandinavia and the Nordics
When it comes to the top purchasing power per capita in Europe, all four Nordic nations (Denmark, Finland, Norway, and Sweden) sit in the top eleven. Naturally, this is a highly sought-after and lucrative market for retailers. For this reason, it’s essential to understand how Scandinavian shoppers think.
What might bring a nod from a Norwegian and be delightful to a Dane may see a Swede smirk or a Finn frown, and vice-versa. Retailers need to understand that when it comes to purchasing goods, each Nordic nation stands out.
While Nordic neighbours love a friendly little jibe at one another, we’re generally on the same page with most things. However, out-of-town retailers sometimes assume we’re all part of one large market. Far from it – there are some notable differences regarding preferred products, marketplaces and even delivery methods across the Nordics. In terms of opening our wallets and splashing the cash, our needs, demands, and preferences can vary – wildly.
At a Glance: E-Commerce in Sweden
As one of the most well-developed e-commerce markets in Europe, Swedish consumers are always in the eye, front and centre, of EU retailers. Over 14% of goods bought by Swedish consumers come through e-commerce. As a start-up and tech hub, Sweden has revolutionised how its consumers pay. The advent of Swish, coupled with the gradual demise of invoice-based payment options, has led to a more significant number of Swedes purchasing products online and trusting in e-commerce.'
What Do Swedes Snap Up Online?
Notably popular products purchased by Swedish consumers of late include pharmacy-related goods, electronics, cosmetics/skin care, books and, as with most of its Nordic neighbours – clothing or footwear. The sale of used goods is also rising, with Swedes open to bagging a bargain via marketplaces such as Blocket and Tradera – again, in no small part thanks to Swish.
Swedes Want Easy Delivery Options
Swedes tend to prefer home delivery (without signature) as their primary delivery method, with less than a quarter wanting to pick up the product themselves from a service point. This closely matches its Scandinavian neighbours.
Danish E-Commerce Habits Explored
You need only look at how many Danish websites offer a click-and-collect service to understand that many Danes do their shopping online nowadays. E-commerce in Denmark has been changing since the COVID-19 pandemic, though. As a result, delivery habits have changed.
Danish Deliveries Explained
The once favoured service point delivery method has stalled in favour of home delivery with signature. Danish consumers now want their goods delivered, and unlike Swedes, they want to sign for it. There has also been a steady increase in the number of elderly Danes getting involved with e-commerce.
Clothing Tops the Chart in Denmark
Denmark’s e-commerce customers and digital shoppers tend to head to clothing and footwear products first, with over 50% of consumers (when asked) admitting to buying such goods. Danes also put home electronics and cosmetics/skincare towards the top of their wish list, while animal products, books and dietary supplements hold much less of a market share in Denmark’s e-commerce sector.
Finland’s Emerging E-Commerce Market
Finland’s e-commerce market may have traditionally lagged in the Nordics, but that idea is changing. For obvious reasons, a sceptical older generation has been slowly won over since 2020, and the Finnish market is still considerably smaller than its Nordic counterparts. Still, Finland’s rapidly growing e-commerce sector has seen almost two-thirds of Finns admit that they now order goods online, compared to less than half the year prior.
Finns and Fashion
Finns love to get their hands on clothing and footwear online, with many picking up those products via a parcel machine. Home electronics, cosmetics and books are also popular, while just under a third of Finns regularly purchase books, media, sports, leisure products, and groceries online. Finns’ willingness to buy a wide range of e-commerce goods has undoubtedly helped grow the market considerably over the last few years.
Delivery Options from Start to Finnish
Despite an array of alternatives, Finnish consumers still prefer to physically pick up products from parcel machines, with over 35% agreeing. Mailbox and service point options are also preferred to home deliveries in Finland.
Boosting E-Commerce in Norway
When looking at e-commerce in Norway, some of the most successful e-retailer brands in the Nordics operate out of the country, such as Komplett, Helly Hansen, and Bergans. Each scores highly when we consider the e-commerce goods that Norwegians typically consume.
Service Points Lead the Way in Norway
Just under half of all Norwegians prefer to pick up their products at service points, with just 15% preferring home delivery. This contrasts with their nearby Nordic neighbours, where the results are more mixed or in favour of home delivery.
Norwegians Have a Soft Spot for Used Goods
It isn’t just new products that do well in Norway’s e-commerce sector. The industry has recently been boosted by a rise in the popularity of used goods courtesy of sites like eBay and those e-commerce platforms supporting third-party sellers like Wish. In 2020, Norway implemented new VAT rules for eBay sellers who sold products on the marketplace to Norwegians. This 25% duty didn’t hinder Norwegians’ desire to do business on those platforms. Elsewhere, over 50% of Norwegians have splashed the cash on clothing and footwear in the last year. Cosmetics and skin care, pharmaceuticals, and home electronics are also high on the average Norwegian’s shopping list.
Each Nordic Nation Has Its Preferred Products
Each of the Nordic nations tends to behave differently when purchasing products. With over 15% of retail sales done online, Sweden is the largest market, and they have a knack for buying technological solutions and books. Across the Öresund and over in Norway and Finland, groceries, clothing, and footwear are the preferred products to order online and have been for several years.
Of course, preferred products tend to go out of the window during Christmas, when virtually anything and everything is snapped up. Electronics, toys, and media all score highly across the Nordics during the festive season.
Key Marketplaces for Nordic Consumers
Much like each Nordic nation has its preferred products, where goods originate also varies. Retailers like Amazon, Wish, and Zalando have large market shares, while Jack & Jones and Vero Moda are popular clothing retailers for Nordic consumers. eBay and US outlets also tend to score highly amongst buyers. Many Scandinavians opt to purchase goods through their mobile phone. A growing number of marketplaces in Scandinavia feature mobile-optimised web shops and are constructed using e-commerce platforms such as Shopify.
Delivery Methods: Getting from A to B
Residents in each Scandinavian country also have their own preferred delivery options, which will vary in terms of how long it takes for consumers to receive products based on their chosen delivery method. Swedes prefer delivery to their door, Danes and Norwegians prefer to pick up at service points, and Finns typically want mailbox deliveries. An ever-growing number of Scandinavians are also prepared to fork out for eco-friendly delivery methods.
How Can PostNord Simplify Your E-Commerce Experience in the Nordics?
PostNord Portal provides retailers and businesses with the means to simplify their operations. We allow you to track all letters and parcels, providing you with the business tools required to keep tabs on your logistics flows.
With PostNord Portal, you can create shipping labels, track your incoming/outgoing items, order digital and printable send-outs, file claims, pay any VAT, declaration or import fees, and manage post office boxes. We’ll also provide the information you need regarding the IOSS and VOEC schemes. We help you get your foot in the door in the Nordics and swipe a sweet slice of that Scandinavian market for your business.