Xin Ou
Research expert covering Greater China
E-commerce in Norway - statistics & facts
What do the companies Elkjøp, Komplett, and Oda have in common? All of them were founded in Norway and are the most successful online stores in the country. In fact, five out of the ten retailers with the highest e-commerce sales were domestic e-tailers. This strong presence of local players is a defining characteristic of the Norwegian e-commerce market, which is experiencing significant growth. In 2025, the online market is estimated to generate over 13 billion euros in revenue, and by 2027, it is forecast to reach 14.6 billion euros.
Although digital stores merchandising in electronics generate the highest sales, it is not the most purchased product category by online shoppers. This top spot is held by fashion. Well over half of online shoppers bought clothes in 2024, and about two-fifths bought shoes. Within the apparel segment, Zalando is the market leader in Norway. In 2024, the fashion retailer made over 174 million U.S. dollars in e-commerce net sales, while H&M, the second-biggest fashion retailer, generated about 134 million U.S. dollars in sales.
Norway's e-commerce industry, which is dominated by domestic retailers, is poised for a promising future. In just three years, online sales are forecast to surge by three billion euros, fueled by the growing popularity of mobile shopping.
Electronics from Norwegian shops, fashion from foreign ones
Elkjøp and Komplett are both consumer electronics retailers, with net sales worth roughly 390 and 340 million U.S. dollars, respectively. Moreover, Ekjøp is a well-established electronics store chain that ventured into online channels, whereas Komplett is an e-commerce pure player. As they top the rankings in Norway, consumers electronics stores are the most profitable ones in the country.Although digital stores merchandising in electronics generate the highest sales, it is not the most purchased product category by online shoppers. This top spot is held by fashion. Well over half of online shoppers bought clothes in 2024, and about two-fifths bought shoes. Within the apparel segment, Zalando is the market leader in Norway. In 2024, the fashion retailer made over 174 million U.S. dollars in e-commerce net sales, while H&M, the second-biggest fashion retailer, generated about 134 million U.S. dollars in sales.
The rise of mobile commerce
Shopping on mobile phones is an increasingly popular way of purchasing items online. In the second quarter of 2023, approximately 49 percent of Norwegians made purchases through their mobile devices, representing the second-highest share in the Nordic region. In the same year, purchases made on smartphones accounted for around 41 percent of the total e-commerce sales share in Norway. This trend is expected to continue, with mobile shopping estimated to account for nearly 43 percent of all online sales by 2028, primarily driven by the younger demographic between the ages of 18 and 34.Norway's e-commerce industry, which is dominated by domestic retailers, is poised for a promising future. In just three years, online sales are forecast to surge by three billion euros, fueled by the growing popularity of mobile shopping.
