Distribution of online shopping payment methods in Denmark 2021

Debit or credit card was the leading shopping payment method in Denmark in 2021, used by more than half (52 percent) of e-commerce users. Mobile payments, such as MobilePay, came in second, with 22 percent of respondents. Approximately 13 percent of Danish online shoppers used PayPal, while four percent used online banking. Regarding the preferred payment cards, most consumers opted for Dankort and Visa/Dankort cards.

Zalando leads the way

In Denmark, e-commerce sales of local online retailers reached over 130 billion Danish kronor in 2021. In comparison, sales from foreign retailers amounted to around 50 billion Danish kroner. Even if the market presence of cross-border retailers is limited, the German online fashion retailer Zalando was the leading e-tailing company that year, with approximately six percent of the market share.

A penchant for fashion

In 2021, almost 70 percent of online shoppers purchased clothing and sports equipment, illustrating the popularity of fashion e-commerce in Denmark. However, the value of online fashion sales varies from season to season. In the months leading up to some of the major national holidays - which take place in the second and fourth quarters of the year - Danes tend to spend more on fashion and accessories.