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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.


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Population 5.7 million people
– % internet users 98%
Online sales €19.5 billion (expected in 2019)
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. But you can also check out only the ecommerce events in Denmark.

Ecommerce customers in Denmark

There are over 5.75 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.

Dankort is by far the most popular payment method in Denmark. 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. Data from Ecommerce Foundation shows that in 2018, debit and credit cards were the most popular payment method that year, followed by smartphone app, PayPal, netbanking and invoice. And according to information from Danish ecommerce association FDIH in 2016, these are the preferred payment methods in Denmark:

Preferred payment methods in Denmark

The ecommerce market in Denmark

Ecommerce in Denmark was worth 17.3 billion euros in 2018 and was expected to be worth 19.5 billion euros in 2019. Clothes, shoes & jewelry is still 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.

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

Latest news about Denmark

Goodiebox expands in Europe

Danish ecommerce company Goodiebox is expanding in Europe. The beauty tech startup launched in Austria last week and just went live with pre-launch websites in Finland and Switzerland. Goodiebox will go live in these countries approximately a month from now, while the German website will be launched later this year.

Zalando tests reusable packaging in the Nordics

Zalando is launching a pilot with reusable packaging. The test will run for four weeks and is aimed at customers in Finland, Norway, Sweden and Denmark. During the pilot, 10,000 customers will receive their orders in reusable shipping bags, so the German fashion company can reduce the packaging waste.

Miinto sells products for €94 million

Miinto, an ecommerce fashion platform from Denmark, has sold products for almost 700 million Danish kroner, which corresponds to about 94 million euros, last year. This is an increase of more than 40 percent compared to the previous year.

Ecommerce in Denmark to be worth €19.5 billion in 2019

Ecommerce in Denmark is expected to be worth 19.5 billion euros at the end of this year. Last year, the Danish online retail industry was worth 17.3 billion euros and now a 12.72 percent growth is expected.

Zalando and PostNord test private delivery points in Denmark

Zalando and PostNord have partnered up to test a pick-up and drop-off point service that’s operated by private persons. The pilot will run in Aarhus and Copenhagen in Denmark and is managed by Dutch delivery service Homerr.

Read all our articles about ecommerce in Denmark.

Last update: July 2019