Share of online shoppers in Denmark 2016-2023, by age group

In 2023, approximately 85 percent of Danes between the ages of 20 and 39 had purchased something online in the three months preceding the survey. In recent years, the proportion of older e-commerce users, aged 60-74, has risen from 52 percent to 67 percent between 2016 and 2023.

Domestic vs. cross-border online shopping

Most e-commerce sales in Denmark come from local online retailers. In 2022, e-commerce sales from Danish merchants amounted to nearly 128 billion Danish kroner, equaling around 17 billion euros. In contrast, only around 52 billion Danish kroner, or nearly seven billion euros, came from websites based outside of the country. This emphasizes the fact that Danish consumers prefer to shop domestically, favoring national sellers (85 percent), over those from other EU countries (40 percent) and from non-EU countries (12 percent).

It's all about mobile commerce

Smartphones have become the most convenient way to shop and make purchases. Mobiles are the most popular online shopping device in Denmark, even outranking PCs. Around one in five shoppers usually makes major new purchases directly via smartphones and tablets and manages recurring orders via these devices. With the increasing popularity of mobile commerce, people rely heavily on apps to do their shopping. In 2022, Netto ranked as the most downloaded shopping app in the nation, followed by Shein and Too Good To Go.