In 2023, the top e-commerce categories in Denmark were clothing, sports, and leisure equipment, purchased by around 72 percent of online shoppers. Tickets for events followed, with 56 percent of shoppers, and fast food and ready-made meals from eateries with 49 percent.
E-commerce in Denmark
Denmark's e-commerce market has grown steadily since 2017. In 2022, e-commerce retail sales generated over eight billion euros. Of the respective sectors within it, the online fashion market brought in the most revenue. That year, fashion e-commerce generated 2.06 billion euros, followed closely by electronics. By 2027, e-commerce retail revenue is expected to hit 14 billion euros. As the e-commerce industry in Denmark continues to expand, fashion and electronics are forecast to remain key players driving most of the market's growth.
Sites and apps
In Denmark, elgiganten.dk was the most popular shopping website in 2022 in terms of website visits. Headquartered in Copenhagen, Elgiganten sells consumer electronics and white goods. As 91 percent of shoppers repurchased from the merchant that year, the retailer was among the most repurchased sites in the country. However, the company did not rank as well regarding app downloads. In fact, it was not among the top 20 shopping apps of 2022. At the top of that list was grocery retailer Netto, with over 430,000 app downloads, followed by Shein, with around 334,000 app downloads.
Leading products and services purchased online in Denmark in 2023
Characteristic
Share of online shoppers
Clothes, sports goods
72%
Tickets for events
56%
Fastfood/pre-cooked food from restaurants, caterings etc.
49%
Household goods (e.g. furniture, toys, etc)
38%
Medicine
33%
Share purchases, financial services or insurances
31%
Video games software
29%
Other computer software
26%
Telecommunication services
26%
Computer hardware
25%
Books, magazines, newspapers or e-learning material
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Statistics Denmark. (February 19, 2024). Leading products and services purchased online in Denmark in 2023 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/
Statistics Denmark. "Leading products and services purchased online in Denmark in 2023." Chart. February 19, 2024. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/
Statistics Denmark. (2024). Leading products and services purchased online in Denmark in 2023. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/
Statistics Denmark. "Leading Products and Services Purchased Online in Denmark in 2023." Statista, Statista Inc., 19 Feb 2024, https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/
Statistics Denmark, Leading products and services purchased online in Denmark in 2023 Statista, https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/ (last visited November 21, 2024)
Leading products and services purchased online in Denmark in 2023 [Graph], Statistics Denmark, February 19, 2024. [Online]. Available: https://www.statista.com/statistics/561661/share-of-online-purchases-in-denmark-by-type-of-product/