B2C e-commerce revenue growth in Denmark 2010-2021

Denmark experienced a fluctuation in e-commerce revenue growth rates between 2010 and 2020, recording its lowest figure within that period in the latter year amid the COVID-19 pandemic when it grew by six percent. Forecasts suggest a slight acceleration in online sales in 2021, with revenues amounting to around 23 billion euros.

Consumption overview

Online shopping in Denmark grew steadily over the last decade, reaching its peak in 2019, with 222 million purchases made over the internet. The most in-demand purchase category was travel, accounting for half of the e-commerce spending that year, followed by physical goods and services.

A monthly ritual in the Nordic countries

In 2018, Sweden had the highest percentage of monthly e-commerce users among the Nordic countries, followed closely by Norway and Denmark. During a survey, more than 60 percent of respondents in these three countries said they shopped every month versus less than half of Finns that same year.