Xin Ou
Research expert covering Greater China
E-commerce in Denmark – statistics & facts
The e-commerce market in Denmark has grown steadily in recent years, similar to that of its Nordic neighbors. In 2024, e-commerce revenue in Denmark is estimated be worth around 7.6 billion euros. By 2029, online retail revenue is forecast to hit 11 billion euros. This growth reflects the increasing popularity of online shopping, 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 2024, a remarkable feat given that it was launched in Europe in April of 2023. The app was downloaded more than 1.2 million times. To put that number into perspective, Denmark has only a population of around five million people. The second-hand marketplace Vinted ranked second with approximately 760,000 app downloads. Consumers flock to these apps because they offer heavily discounted prices, gamified shopping experiences, and interactive communities. In 2024, approximately 35 percent of Danish consumers made their last online cross-border purchase from China.
