Ecommerce in Norway

There is a strong presence of local online sellers in the Norwegian ecommerce market, especially in consumer electronics. The amount of ecommerce users in the country has steadily increased in the past years. This makes it an interesting market for online sellers.

Content:

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

Statistics

Ecommerce customers in Norway

Norway is one of the top European countries when it comes to internet penetration: 99 percent of the population is an internet user. And according to research by PostNord in 2024, 87 percent of consumers shop online regularly. In 2023, only five percent of Norwegians had never bought anything online.

DELIVERIES – According to research by PostNord, Norwegian online shoppers prefer home deliveries. This illustrates that customers prefer convenience. Deliveries to service points are the second preferred option, but the most often used delivery method.

PREFERRED PAYMENT METHODS – When looking at popular online payment methods in Norway, customers seem to have a strong preference for credit cards. Another popular payment method in the country is Vipps, which allows for instant transactions.

Credit card and Vipps are popular payment methods in Norway

According to research, 56 percent of respondents said that they prefer these methods because they feel safe. And 43 percent said that the payment methods are quick and convenient.

DEVICES – Just like in other European ecommerce markets, mobile phones are often used in Norway to buy items online. In 2023, around 45 percent of consumers in the country bought products through their mobile devices. And in that same year, mobile commerce accounted for approximately 41 percent of the total ecommerce revenue in Norway.

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The Norwegian online retail market

The ecommerce market has been growing in the last decade. According to Statista, an online turnover of 11.7 billion euros was reached in 2024. In 2017, the market was worth only 5.33 billion euros. By 2027, it is expected that online retail will generate a revenue of 14.6 billion euros.

CROSS-BORDER – According to research in 2024 from PostNord, around 85 percent of Norwegians shopped online at sellers from abroad. When looking at big sellers in the market, there are some differences across product categories.

In consumer electronics, domestic online sellers dominate the market. But in fashion, cross-border sellers dominate the market. In 2023, Zalando was the biggest online fashion seller in Norway, followed by H&M.

PRODUCT CATEGORIES – Research from Statista shows that the product category clothes/sports goods is the most popular in ecommerce in Norway. It also seems that 62 percent of Norwegian women say they bought items in these categories, while 42 percent of men did the same. Other popular categories are films, travel and cosmetics.

Leading online stores in Norway

Elkjøp (known as Elgiganten outside Norway) and Komplett are both consumer electronics retailers, with net sales worth over 344.3 and 327.1 million euros, respectively. Komplett is a pure online player, while Elkjøp is an omnichannel player. It started out with brick-and-mortar stores and later also started selling online. These online stores are market leaders in their segments.

Ecommerce events in Norway

Every year there are several ecommerce events that take place in Norway. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.

Read all our articles about ecommerce in Norway.