6 out of 10 people in the Nordic region comprising of Sweden, Denmark, Norway and Finland (which is 12 million individuals) shop online every month. And during the very first half of 2018, total Nordic ecommerce spend increased 11%. According to a PostNord report, Nordic consumers made purchases amounting to SEK 104 billion.
This comes in spite of the population’s high level of ecommerce maturity, high web penetration and detailed infrastructure. The highest proportion of online shoppers is in Sweden, where two out of three people usually make purchases a minimum of once a month, compared to about 6 out of ten in Norway and Denmark and just about half of consumers in Finland.
Young individuals shop online to a much higher extent than older consumers, with those in the 30-49 age shopping online many of all. In that age group, 76% of people in Sweden make online purchases in a typical month, compared to 47 percent in the 65-79 age.
What is rather fascinating about the Nordic nations is the reasonably low penetration of the huge markets, Amazon in specific. Merchants that want to access these fast growing markets might well find it helpful to plug into local and home-grown markets.
The research from PostNord likewise keeps in mind high need for quality shipping:
It is clear from the report that customers in all Nordic countries settle on the significance of interacting when a shipment will happen, as it supplies security and control. Another insight is that an increasing number of consumers would value getting their items to a locked item in your home, which suggests that consumers desire an easier shipment in the future.
— Arne Andersson, Nordic ecommerce Consultant, PostNord
Fashion is the most popular classification of products amongst Nordic customers. This is followed by media, home electronic devices and health/cosmetics. Nevertheless, style products are the classification that also has the largest competition from abroad. In general, Nordic customers invest roughly every fifth krona in worldwide online stores.The survey spoke
to buyers in Sweden, Denmark, Norway and Finland from January until June. The total number of participants surveyed was 53,849.
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