Local e-commerce sales in Denmark 2012-2023

A 2023 study conducted in Denmark reported that e-commerce sales of local retailers amounted to approximately 132.4 billion Danish kroner in revenue. This represents an increase of roughly 4.7 billion Danish kroner compared to 2022.

Shopping around the globe without ever leaving home

Online retailers based out of Denmark do not sell as much as Danish merchants. In 2022, e-commerce sales from foreign online shops totaled 52 billion Danish kroner, equaling nearly seven billion euros. Despite the gap with local retailers’ sales, demand for goods from overseas is still notable due to the high number of visits to sites abroad. The most popular international e-commerce sites are Microsoft and Amazon, with over two million website visits each in 2022. Both stores ranked second and third among the most visited e-commerce sites in the country.

What do Danish shoppers buy online?

Danish consumers mostly buy physical products via the internet, according to a 2022 survey. Travel and experiences, online entertainment, and other digital services only accounted for 14 percent of online shopping. The most purchased physical products were clothes, sports, and leisure equipment. Nearly seven out of ten shoppers acquired these items over the internet. Event tickets, fast food, and ready-made meals were also popular, with over half of consumers purchasing these items on online platforms.