The e-commerce market in Denmark has grown steadily in recent years, similar to that of its Nordic neighbors. In 2024,
in Denmark is estimated be worth around 7.6 billion euros. By 2028, online retail revenue is forecast to hit 10 billion euros. This growth reflects the increasing
, with many consumers now choosing to purchase goods and services digitally.
Keeping it local
Consumers in Denmark have a strong preference for domestic online retailers over foreign ones. In 2023, nearly 90 percent shoppers
made purchases on national websites, whereas four out of ten online shoppers bought from other EU countries. A mere 16 percent shopped from retailers located outside the EU. As local retailers in Denmark remain a favored choice for shoppers, they outperform their foreign counterparts in e-commerce sales by a considerable margin. In 2023,
e-commerce sales from Danish retailers totaled 132 billion Danish kroner, equaling over 17 billion euros. In contrast,
foreign web shops generated 53 billion Danish kroner, or nearly seven billion euros. When comparing
consumer preferences, Danish men were more open to buying products from abroad, whereas women preferred to stick to domestic sites.
Ultra-low prices from abroad
Although cross-border shopping makes up a small part of Danish retail, this is gradually changing due to the meteoric rise of Chinese e-commerce players, such as Temu and Shein. Danish consumers particularly prefer to engage in fast-paced consumerism on mobile devices. Temu was the
most downloaded shopping app in Denmark in 2023, a remarkable feat given that it was launched in Europe in April of that year. The app was downloaded more than 800,000 times. To put that number into perspective, Denmark has only a population of around five million people. The fast-fashion marketplace Shein ranked second with approximately 600,000 app downloads. Consumers flock to these apps because they offer heavily discounted prices, gamified shopping experiences, and interactive communities. In 2023, approximately 30 percent of Danish consumers made their last
online cross-border purchase from China.
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