Xin Ou
Research expert covering Greater China
E-commerce in the Nordics - statistics & facts
The Nordics—a region characterized by high levels of internet penetration, digital literacy, and purchasing power—has a thriving e-commerce market. Within the Nordics, Norway has the highest online shopping reach, whereas Sweden generates the highest e-commerce revenue. In 2023, Sweden’s e-commerce revenue amounted to an estimated 13.6 billion U.S. dollars. E-commerce in Norway, generated 8.6 billion dollars that year, closely followed by Denmark with 8.4 billion and Finland with 6.7 billion.
The Nordic e-commerce market is booming, driven by a high adoption rate of mobile shopping, and successful recommerce marketplaces. In 2024, the Nordic e-commerce industry is estimated to worth around 37 billion U.S. dollars. By 2029, it is expected to reach nearly 57 billion dollars.
A region of mobile shoppers
Mobile commerce keeps expanding rapidly in the region, with around half of the Nordic consumers now purchasing products online via mobile devices. By mid-2024, over three-fourths of visits to retail websites originated from smartphones, while only 23 percent came from desktops and one percent from tablets. Moreover, Nordic consumers also purchase most of their products online via mobile phones, accounting for approximately 70 percent of all other device orders. However, more than eight in ten baskets created on mobile online stores did not result in completed purchases. In comparison, the abandonment rate for orders created on desktops was slightly lower, with roughly three-quarters of baskets being abandoned.Marketplaces dominate
In the Nordic region, online marketplaces are the most popular online shopping destinations. The region has a strong consumer-to-consumer (C2C) market, with recommerce marketplaces being the most popular online stores. Tori.fi dominates in Finland, Finn.no in Norway, Blocket.se in Sweden, and DBA.dk in Denmark. All these leading second-hand marketplaces are owned by the Schibsted group. In 2023, Schibsted’s online marketplaces generated a revenue of around 5,400 million Norwegian kroner.The Nordic e-commerce market is booming, driven by a high adoption rate of mobile shopping, and successful recommerce marketplaces. In 2024, the Nordic e-commerce industry is estimated to worth around 37 billion U.S. dollars. By 2029, it is expected to reach nearly 57 billion dollars.
