Most purchased items online in the Nordics 2023

In the Nordic countries, the most purchased e-commerce product category in 2023 was clothes, shoes, and accessories. 57 percent of Danes, 56 percent of Swedes, 54 percent of Norwegians, and 38 percent of Finns purchased this product category.

Rising e-commerce and the shift to second-hand

Online commerce is becoming increasingly popular worldwide. In 2023, e-commerce accounted for around 19 percent of total retail sales worldwide. In the Nordic countries, e-commerce generated revenues of approximately 37 billion U.S. dollars, with Sweden having the highest figures. However, not all Nordic consumers are interested in only brand-new products, with second-hand product consumption growing in these countries.  

The Swedish second-hand lovers

The Swedes are avid consumers of second-hand products, acquiring them through marketplaces more than half of the time and mostly buying clothes and shoes. In 2024, Sweden placed second among selected countries with the highest share of consumers who buy pre-owned goods, only ranking behind the United Kingdom.