Combined Shape menu

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 5.7 million people
– % internet users 96.1%
Online sales €13.84 billion (2016)
Online stores worth mentioning: Saxo, Elgiganten


Ecommerce events in France

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

Estimates of the World Factbook show there are about 5.4 million Internet users in Denmark. This corresponds to a stunning 96.1 percent of the total population. Data from Eurostat in 2013 showed that in Denmark, 79 percent of all internet users shopped online the year before. Four out of five adult Danes shopped online during the last six months. The average annual spending per online shopper in Denmark is 2.252 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 the Danish ecommerce association FDIH [pdf] shows that in 2014, 81 percent of all payments online were done with a debit card, 6 percent was via internet banking, while PayPal had a 5 percent marketshare. And according to FDIH, these are the preferred payment methods in Denmark:

Preferred payment methods in Denmark

The ecommerce market in Denmark

Based on data from Dankort, ecommerce in Denmark was worth 13.84 billion euros in 2016. It accounts for about 10 percent of the total retail turnover.

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 and consumer electronics retailer Elgiganten. Other popular online retailers in Denmark are Amazon, Zalando and Cdon.

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

Columbus launches ecommerce software

International IT services company Columbus has launched Columbus eCommerce, a SaaS ecommerce solution for B2B and B2C organizations. Using prebuilt templates, companies can make a new ecommerce website using Columbus’ solution, which integrates with Microsoft Dynamics 365. The software is focused on B2B retailers, but also offers built-in B2C functionality.

Nordic ecommerce was worth €20.6 billion in 2017

The ecommerce industry in the Nordics (Sweden, Denmark, Norway and Finland) was worth 209,6 billion Swedish kronor, which corresponds to over 20.6 billion euros, last year. Almost forty percent of the total Nordic ecommerce revenue was generated in Sweden.

Online shop Coolshop lets Danish toy retailers flourish

Toy retailers are in a difficult spot. Online shopping keeps growing and offline retailers are suffering because of this. That’s why in Denmark, online toy retailer Coolshop joined forces with nine physical toy stores. And now they are all doing well.

‘Ecommerce in Denmark: €15.5 billion in 2017’

Ecommerce in Denmark is estimated to be worth 15.5 billion euros in 2017. If this prediction comes true, it would mean the B2C ecommerce turnover in this Northern European country increases by 15 percent compared to last year.

80% leading Nordic retailers have app and optimized website

80 percent of leading retailers in the Nordics have an ecommerce app and a mobile-optimized ecommerce website. Almost one in five retailers have focused on optimizing their website for mobile visitors, rather than focusing on an app. Only 1 percent has neither.

Read all our articles about ecommerce in Denmark.

Last update: December 2017