Ecommerce in Nordic Region: Affluent Market, Appetite for Foreign Goods

Ecommerce in Nordic Region: Affluent Market, Appetite for Foreign Goods

February 22, 2018 9:05 pm

Scandinavia is an prosperous market with an urge for food for overseas items. The Nordic area — Scandinavia — encompasses Denmark, Finland, Norway, and Sweden. Individually, every nation might not appear to be a beautiful cross-border alternative for retailers. Mixed, the inhabitants is simply 26 million.

Nevertheless, Nordic ecommerce is primarily pushed by overseas retailers that give shoppers entry to items that they’re in any other case unable to seek out in native bodily shops. The one nation with a robust home on-line service provider presence is Sweden, however cross-border purchasing could be very prevalent there as properly. Virtually all Scandinavians converse English however they like to see web sites of their native languages.

PostNord, the Swedish postal service, is a supplier of communications and logistics options within the Nordic area. In response to “E-commerce within the Nordics 2017” (PDF), PostNord’s complete evaluation, the area generated US$23.7 billion in ecommerce income in 2016.

What follows are further insights from the PostNord report.


Whereas debit and bank cards are the popular cost strategies in Denmark and Norway, Swedish shoppers choose cost after an bill has been introduced or direct cost by way of financial institution switch. In Finland, shoppers equally use debit or bank cards and direct cost by way of a financial institution switch.


Scandinavians take pleasure in a number of choices for receiving their items. Most nations have 24/7-accessible self-serve parcel machines. This feature is especially well-liked amongst Finns. Distribution factors (often a partnership with a bodily retailer) are in style in all of the nations, notably in Sweden the place 37 % of on-line shoppers favor to get their items this manner.

Cross-border Ecommerce

Over one-third of on-line shoppers within the Nordic area make month-to-month purchases from worldwide ecommerce web sites. Shoppers in Finland and Norway usually tend to buy from outdoors the area than these in Sweden and Denmark, the place extra home on-line options can be found.

In 2016, purchases from overseas retailers accounted for 25 % of complete ecommerce expenditures within the Nordic nations. For Swedes and Norwegians, the UK and China are the preferred nations to buy from, whereas Danes favor the UK and Germany. For Finns, Germany and China are the preferred sources. Norwegians are probably to buy from U.S. retailers.

Attire and footwear are the preferred on-line buy gadgets, adopted by shopper electronics. Health and beauty merchandise are common amongst youthful individuals.

Fb is the preferred social media platform in Scandinavia. YouTube additionally has a robust consumer base. Nevertheless, Scandinavians depend on e-mail greater than some other type of communication so marketing by way of this technique reaches a broader viewers.


Sweden has the most important inhabitants of the Scandinavian nations with 9.9 million individuals. Sixty-seven % of the entire inhabitants bought items on-line in 2016. Men and women store on-line on the similar frequency. Sweden has the bottom price of cross-border on-line buying — 29 % — as a result of Sweden has extra home on-line retailers than different nations within the area. Eighty-three % of Swedes anticipate free returns and seventy five % anticipate one-to-two day supply. Sweden is probably the most superior nation within the Nordic area when it comes to cellular commerce.

Webgallerian is a Swedish on-line market relaunched this month with a extra buyer-pleasant platform. Ingemar Gleissman, founder and C.E.O. of Webgallerian, says the corporate needs to be the Amazon or Alibaba of the Nordic area. The objective is to create the most important on-line market with roughly 2,000 e-retailers and over three million merchandise.

Presently, there are over one hundred forty Swedish on-line shops on the location that provide greater than 425,000 merchandise. The location supplies a channel primarily for smaller retailers and offers cost and logistics help to them.

Webgallerian, a Swedish online marketplace, wants to be the Amazon or Alibaba of the region.

Webgallerian, a Swedish on-line market, needs to be the Amazon or Alibaba of the area.


Norway has a inhabitants of 5.three million. Residence electronics and clothes are amongst Norwegians’ favourite merchandise to purchase on-line. The nation has the second highest proportion of web consumers with sixty five % of the inhabitants buying on-line. Forty-two % of the inhabitants makes on-line purchases outdoors of the nation.

Norwegians worth quite a lot of supply mechanisms, together with the power to select up an merchandise at a partnering brick-and-mortar retailer. Free returns and free delivery are essential to Norwegians. Solely forty % assume that a cellular-pleasant website is essential.

Norway is the one Nordic nation that isn’t a member of the E.U. Subsequently it has its personal laws for worth-added tax and import duties. Typically, worldwide retailers are exempt from VAT.


Denmark has a inhabitants of 5.7 million. Over ninety % of residents made on-line purchases — ladies aged 30–forty five years have been probably the most frequent. Thirty-two % of Danes make on-line purchases outdoors the nation. Eighty % contemplate free returns to be essential. Sixty-three % store on-line each month.


Finland’s inhabitants is 5.5 million. Finns wish to buy from outdoors the Nordic area because of decrease costs and a big assortment of merchandise. Finland has the very best proportion of cross-border consumers at forty six % of the inhabitants.

Solely 20 % of internet buyers use cellular units to make on-line purchases. That is an particularly low proportion contemplating that Nokia, one of many first cell phone distributors, is predicated in Finland.

Finns like to purchase do-it-your self meeting kits and outside and sporting items. Finnish retailers sometimes pay return delivery expenses because it was required by regulation. Subsequently eighty % of Finns think about free returns to be essential. The nation has the very best fee of returns within the area with a 14 % month-to-month return price.

Take Away

Retailers already promoting in Western Europe might discover the Nordic market a great addition. The inhabitants is affluent, speaks English, and is keen for overseas items.

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