Ecommerce in Denmark

Information about ecommerce in DenmarkDenmark is one of the Scandinavian countries. It joined the European Union in 1973, but isn’t part of the European Economic and Monetary Union, so it still has its own currency, the Danish krone. Denmark highly depends on foreign trade and is also a strong supporter of trade liberalization. The country enjoys a high standard of living.

Population 5.77 million
Internet users (% of population) 98%
Online sales €21.45 billion (expected in 2020)
Online stores worth mentioning: Saxo, Elgiganten


  • Ecommerce events in Denmark
  • Ecommerce customers in Denmark
  • The ecommerce market in Denmark
  • Big online stores in Denmark
  • Latest ecommerce news from or about Denmark
  • Ecommerce events in Denmark

    Every year there are several ecommerce events being organized in Denmark. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.

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    Ecommerce customers in Denmark

    There are over 5.77 million people living in Denmark, of which 98 percent uses the internet. Data from Statista in 2019 shows that in Denmark, 86 percent of all internet users shopped online the year before. The average annual spending per online shopper in Denmark is 3,567 euros. And eMarketer’s Worldwide Mobile forecast report showed that Denmark has the highest smartphone penetration rate in the world: 77 percent.

    PAYMENT METHODS – Dankort is by far the most popular payment method in Denmark, a 2020 study shows. Dankort is the national debit card of Denmark and functions as a credit card abroad. Another popular payment method in Denmark is MobilePay, a mobile payment solution by Danske Bank that’s also being offered in Finland and Norway. Research from Nets shows that cards are the most popular payment method in Denmark (62 percent), followed by MobilePay (25 percent) and PayPal (6 percent). It’s popular across all ages, but especially among the older generations.

    Preferred payment methods in Denmark (source: Nets)
    Preferred payment methods in Denmark (source: Nets)

    The ecommerce market in Denmark

    Ecommerce in Denmark was worth 19.5 billion euros in 2019 and is expected to be worth 21.45 billion euros in 2020. Clothes, shoes & jewelry is the most frequently purchased product category in Denmark, followed by music, books, games & toys and tours & cultural experiences. In 2015, the product category home, garden & flowers showed a strong increase in popularity, while IT, telecom & photo and music, books, games & toys both showed a downward trend.

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    Big online stores in Denmark

    Some of the most popular and biggest online stores in Denmark are online book store Saxo, online supermarket Nemlig and consumer electronics retailer Elgiganten. Other popular online retailers in Denmark are Zalando, Amazon and H&M

    In 2014, online strategy agency Dwarf asked consumers to name all the online stores they could think of. And this is the top 20:
    Top 20 popular webshops in Denmark

    Read all our articles about ecommerce in Denmark.

    Last update: May 2021