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 (2020)
Online stores worth mentioning: Saxo, Elgiganten


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.

Debit or credit card was the leading shopping payment method in 2021.

In 2021, the country registered the highest per capita spending for online shopping in Europe, with 3,000 dollars. According to Statista, debit or credit card was the leading shopping payment method in 2021. It was used by 52 percent of online shoppers. Mobile payments, such as MobilePay, came second with 22 percent. 13 percent used PayPal, while 4 percent used online banking. Most consumers prefer payment cards from Dankort and Visa.

Local online retailers reached ecommerce sales of 20 billion euros in 2021. Sales from foreign retailers in the country amounted to 7.5 billion euros. Zalando was the leading online company in 2021, with 6 percent of the market share.

The ecommerce market in Denmark

Ecommerce in Denmark was estimated 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.

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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.

Read all our articles about ecommerce in Denmark.



Pleuni writes all types of news and background articles for Ecommerce News, where she has been working since 2019.

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