E-commerce in Denmark – statistics & facts

The e-commerce market in Denmark has grown steadily in recent years, similar to that of its Nordic neighbors. In 2024, e-commerce revenue in Denmark is estimated be worth around 7.6 billion euros. By 2028, online retail revenue is forecast to hit 10 billion euros. This growth reflects the increasing popularity of online shopping, with many consumers now choosing to purchase goods and services digitally.

Keeping it local

Consumers in Denmark have a strong preference for domestic online retailers over foreign ones. In 2023, nearly 90 percent shoppers made purchases on national websites, whereas four out of ten online shoppers bought from other EU countries. A mere 16 percent shopped from retailers located outside the EU. As local retailers in Denmark remain a favored choice for shoppers, they outperform their foreign counterparts in e-commerce sales by a considerable margin. In 2023, e-commerce sales from Danish retailers totaled 132 billion Danish kroner, equaling over 17 billion euros. In contrast, foreign web shops generated 53 billion Danish kroner, or nearly seven billion euros. When comparing consumer preferences, Danish men were more open to buying products from abroad, whereas women preferred to stick to domestic sites.

Ultra-low prices from abroad

Although cross-border shopping makes up a small part of Danish retail, this is gradually changing due to the meteoric rise of Chinese e-commerce players, such as Temu and Shein. Danish consumers particularly prefer to engage in fast-paced consumerism on mobile devices. Temu was the most downloaded shopping app in Denmark in 2023, a remarkable feat given that it was launched in Europe in April of that year. The app was downloaded more than 800,000 times. To put that number into perspective, Denmark has only a population of around five million people. The fast-fashion marketplace Shein ranked second with approximately 600,000 app downloads. Consumers flock to these apps because they offer heavily discounted prices, gamified shopping experiences, and interactive communities. In 2023, approximately 30 percent of Danish consumers made their last online cross-border purchase from China.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by L. Yltävä, Feb 29, 2024

Key insights

Retail e-commerce revenue
7.6bn EUR
Biggest e-commerce segment by revenue
Fashion
Number of yearly e-commerce transactions
298m
Get more insights

Editor’s Picks Current statistics on this topic

Leading e-commerce platforms in Denmark as of January 2024, by market share

Key Figures of E-Commerce

Leading e-commerce software in Denmark 2024, by market share

Leading products and services purchased online in Denmark in 2023

Online Retail

Leading products and services bought online in Denmark 2023

Most popular online marketplaces in Denmark in 2023, by share of online shoppers

Online Marketplaces

Top digital marketplaces in Denmark 2023

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Further reportsGet the best reports to understand your industry

Denmark
Denmark
E-commerce in the Nordics
E-commerce in the Nordics
Key economic indicators of the Nordic countries
Key economic indicators of the Nordic countries
Fashion e-commerce in the Nordics
Fashion e-commerce in the Nordics
Online marketplaces in the Nordics
Online marketplaces in the Nordics

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