E-commerce Nordics 2024

e-commerce nordics

In this blog post, we are going to explore the e-commerce landscape in the Nordic region, from Norway, Sweden, and Finland all the way to Denmark. Statista predicts continuous growth in total e-commerce revenue, fueled by a rising online shopping culture and interest in various segments like groceries and home furnishings. With 9 in 10 Nordic consumers engaged in e-commerce, the digitally mature region shows steady growth, hitting over 40 billion U.S. dollars in 2023 and expected to reach 56 billion by 2027. Norway leads in online shopping reach, while Sweden dominates e-commerce revenue, hitting 13 billion U.S. dollars in 2022. Notably, Norway boasts 99% of its population online, with 82% indulging in online shopping. Across the Nordics, consumers spent €37.4 billion online in 2022, reflecting the region’s prosperous e-commerce landscape.

Evolving Consumer Behavior

Pandemic-Driven Surge in Online Shopping

The ongoing pandemic has propelled a significant increase in online shopping across the Nordic region, with up to 25% of consumers attributing their heightened e-commerce usage to pandemic-related factors. This surge reflects a broader trend of evolving consumer behaviors, accelerated by the global health crisis’s challenges and changes. The shift from traditional physical stores to online platforms was already underway before 2020, indicating a transformative change in how Nordic consumers approach their shopping habits. This transition underscores a growing preference for the convenience and accessibility offered by digital channels. The nation where the largest changes are anticipated is Sweden. When asked in June 2022 how they thought their online and in-store purchasing habits would alter, 39% of Swedish consumers said they would spend more money online. Consumer motivations for engaging in online purchases vary, with factors such as seeking lower prices, pursuing enticing offers, and valuing the overall convenience of digital shopping experiences.

Prevalence of Cross-Border E-Commerce

Cross-border e-commerce is a prominent feature in the Nordic region, capturing the participation of a substantial majority, ranging from 80% to 90% of consumers. Nordic consumers enjoy a smooth cross-border purchasing experience thanks to the existence of well-known businesses such as eBay, Zalando, Amazon, and others, which have made global online shopping more common. Consumers across the Nordic region anticipate a significant increase in their online spending, with variations in expectations observed in countries like Norway, Denmark, and Sweden. This anticipation reflects a continuing trend of moving from traditional in-store purchases to a more digital-centric shopping approach. Online shoppers in the Nordic region purchase a wide range of goods, with fashion items being the most popular. Customers in Sweden, Denmark, and Norway—where 47%, 57%, and 67% have made online purchases of clothing, shoes, or fashion accessories in the past year. Notably, with consumers spending a considerable €3.5 billion in Sweden in 2022, the country leads the world in online fashion sales. Additionally, a remarkable 25% of the total e-commerce pie comes from cross-border transactions in Norway.

Current Market Trends in Nordics

1. Domestic Competition to Amazon

In the Nordic e-commerce arena, Amazon faces robust competition from domestic players. Verkkokauppa asserts its dominance in the Finnish market, while Elkjøp leads the charge in consumer electronics in Norway. Gigantti, which, like Elkjøp, is an omnichannel retailer operating both physical and online stores, also holds a strong position in Finland. Notably, Clas Ohlson, a Swedish retailer, stands out with a significant regional presence, offering a wide array of homewares, accessories, and DIY equipment through both physical stores and online platforms in Sweden, Norway, and Finland.

2. Online Shopping Trends

The online shopping landscape in the Nordics is experiencing a notable surge, particularly in categories like home & garden and fashion. This trend is emphasized by the rising popularity of retail apps, with a remarkable increase in mobile purchases during the pandemic, soaring from 32% to 45% across the region. Moreover, the top e-commerce segments in Finland are toys, hobbies, and DIY, taking up 31% of the market share. Not far behind, electronics and media light up the scene with an impressive 23%. The convenience of mobile shopping is becoming more apparent, reshaping consumer habits and preferences.

E-commerce Nordics

3. Sustainability Focus

The Nordic region demonstrates a growing emphasis on sustainability in consumer choices. Fueled by increased consciousness during the lockdown, sustainability considerations have become pivotal in purchasing decisions. For instance, Swedish shoppers prioritize eco-friendly choices, especially 60% of women aged 65 to 79. Countries like Sweden, Denmark, and Finland aspire to lead in environmental initiatives, aiming to achieve ambitious climate targets and become the world’s most sustainable region by 2030.

4. Shift towards a Cashless Society

The Nordic countries are rapidly moving towards a cashless society, driven by the frequent use of mobile devices for online shopping. Mobile payment apps like Swish in Sweden, MobilePay in Denmark, and Vipps in Norway have gained widespread acceptance. Cash usage has significantly decreased, with consumers favoring the convenience and efficiency of digital transactions. Between 2010 and 2020, the percentage of consumers who used cash to pay for their last purchase dropped from 39% to just 9%.

Projections for E-Commerce Growth in 2024

The Nordic countries are witnessing an explosive surge in e-commerce, each showing remarkable growth projections. Denmark’s online shopping market is expected to experience a robust compound annual growth rate (CAGR) of 9.8% from 2023 to 2027, reaching a staggering US$14,649.1 million. Additionally, Denmark’s GDP is thriving, fueled by a 0.2% growth in the first quarter of 2023, attributed to reduced reliance on fossil fuel imports, showcasing their navigation of energy market disruptions for a greener future. 

In Finland, the e-commerce landscape is set to explode, with an estimated market worth of 12.74 billion euros by 2025, captivating over 4 million online shoppers. Despite concerns about a potential recession, Finland exhibits resilience, with a projected GDP of 277 billion euros in 2023.

Norway is gearing up for an e-commerce boom, anticipating revenues of 14.21 billion EUR by 2027, propelled by a growth rate of 9.5%.

Meanwhile, Sweden is leaving a lasting mark on the industry, with a projected market volume of 21.79 billion EUR by 2027, driven by an impressive 9.4% CAGR from 2023 to 2027. 

The Nordic region is undeniably shaping up to be a dynamic hub for e-commerce growth and economic prowess.

Emerging Technologies Expected to Influence E-Commerce

1. AR and VR

Augmented reality (AR) and virtual reality (VR) are reshaping the online shopping experience, offering immersive interactions for consumers. Shoppers can virtually try on products, visualize furniture in their homes, and explore 360-degree views, enhancing customer engagement and reducing return rates. The future of e-commerce is set to embrace AR and VR, allowing customers to preview products like furniture or glasses from the comfort of their homes. Virtual showrooms take the online shopping experience to a new level, offering a 3D exploration of products and mimicking the feel of a physical store. Prominent examples of VR include Amazon’s digital retail kiosks and Toyota’s immersive digital driving experience, both serving as notable usages of VR integration. With minor adjustments and enhancements, VR is expected to become a fundamental tool for numerous e-commerce businesses in the future. Forrester predicts that we’ll see a 50% increase in AR and computer vision use in retail and wholesale next year.

2. AI and ML

Artificial intelligence (AI) and machine learning (ML) are not mere buzzwords but transformative forces in e-commerce. These technologies personalize the shopping experience by analyzing user behavior and offering targeted product recommendations based on browsing history and preferences. ML algorithms predict buying behavior, helping businesses with inefficient inventory management. Furthermore, AI-powered chatbots provide 24/7 customer service, answering queries and assisting with product selection. The integration of AI in payments streamlines the shopping experience, ensuring smooth and seamless transactions. By 2030, the value of the global artificial intelligence business is expected to have grown from its current estimated 200 billion US dollars to a whopping two trillion US dollars.

3. Blockchain Technology

Blockchain technology emerges as a revolutionary force in e-commerce, promising secure payment processing and transparent supply chain management. Its decentralized and tamper-proof ledger builds trust with customers while streamlining operations. Beyond cryptocurrencies, blockchain secures transactions, providing a detailed product journey from manufacturer to consumer and reducing fraud risks. Its applications extend to secure payment processing, customer loyalty programs, and the creation of decentralized marketplaces. Moreover, blockchain ensures enhanced product traceability and opens avenues for innovative solutions.

4. Internet of Things (IoT)

The Internet of Things (IoT) redefines e-commerce by facilitating seamless integration between online platforms and physical products. Smart devices, from appliances to wearables, enhance the customer experience by automatically reordering items and providing valuable insights into preferences and habits. IoT-driven connectivity enables devices to communicate, offering personalized experiences. Smart refrigerators and wearable devices track and reorder items, shaping a future where e-commerce is deeply connected to consumers’ daily lives. IoT’s influence on e-commerce is a testament to its ability to bridge the digital and physical gap, offering innovative and personalized shopping experiences. Some IoT examples are Alexa, smart TVs, or even ingestible sensors.

How Businesses Should Adapt to Technological Changes

The competitive nature of the business environment necessitates a continuous adaptation to the ever-evolving world of technology. Strategic digital investments foster collaboration among actively involved employees and contribute to enhanced decision-making processes and sustained profitability.

1. Assessing Your Needs

When contemplating the integration of new hardware or software, be it for cost savings, increased efficiency, or heightened customer satisfaction, the focus shifts from whether to implement it to determining the optimal timeline for implementation. However, gaining a comprehensive understanding of your business needs is crucial before settling on the most suitable technical solution. Additionally, discussing with employees their intended use of the technology, its expected functionalities, and anticipated improvements is essential.

2. Thorough Technology Testing

While technology acquisitions aim to elevate business intelligence, speed, and efficiency, overlooking preparation can swiftly transform aspirations into challenges. Prior to rolling out a new software update or payment option, addressing any potential inefficiencies and flaws through a thorough testing phase is essential. Neglecting thorough testing may result in logistical complications later on. Early and comprehensive testing saves both time and money, reducing the likelihood of employee frustration.

3. Employee Training

Investing in employees through hands-on, interactive education is crucial. Insufficient understanding of the new technology can lead to decreased employee productivity and morale. Conducting seminars, regular meetings, and recurring training sessions facilitates a smoother and more efficient implementation of new technology. Consider initially training a select group of staff members before launching new business tools, enabling them to instruct their respective teams. This approach effectively spreads new information and fosters a culture of collaboration.

Challenges for E-Commerce in 2024

The Finnish Commerce Federation anticipates a 2% decrease in the volume of retail trade sales this year, with a modest recovery of 0.5% expected in the following year. Chief economist at the Finnish Commerce Federation, Jaana Kurjenoja, notes that although inflation is projected to slow down, it will persist, while increasing interest rates are dampening household spending, directing an even smaller share toward the retail sector. However, rising operational costs and the demand for customer data platforms (CDPs) to provide personalized experiences pose margin pressures, requiring e-commerce businesses to adopt innovative solutions and engage in strategic rethinking. Despite these challenges, the sector faces promising advancements. Additionally, regardless of the unstable financial times, e-commerce faces other kinds of challenges. Here are some of them:

1. Losing Customers Due to Competition

The global rise of online shopping is undeniable, yet certain e-commerce niches experience heightened competition compared to others. Notably, dropshipping niches such as clothing and electronics proved to be less lucrative due to the saturation of online retailers offering similar products. Excessive competition triggers comparison shopping behaviors among consumers, leading to a surge in shopping cart abandonment. Customers abandon their carts in pursuit of cost savings from alternative sellers.

2. Customer Retention Realities

It’s proven that acquiring a new customer is five times more costly than retaining an existing one. Adding to this, the success rate of selling to a new customer falls within the modest range of 5–20%, while selling to an existing customer boasts a significantly higher success rate of 60–70%. These statistics underscore a vital perspective—customer retention holds equal importance to customer acquisition. In the e-commerce landscape, customer churn is an inevitable challenge, with a study by Omniconvert revealing an average churn rate ranging from 62–82%. Recognizing and addressing the nuances of customer retention becomes pivotal for the sustained success of e-commerce websites.

3. Effective Pricing and Shipping

Shopify’s 2022 report highlights that pricing significantly influences 74% of consumers, yet only 12% of brands have a successful strategy. Relying on operational costs or guesswork can be unsustainable and impact profits. Improving pricing involves considering factors like brand positioning and inflation. Apart from pricing, e-commerce faces challenges in terms of shipping and inventory management. Shipping presents a delicate balance, with costs affecting both the seller and the customer. Unlike larger e-commerce players like Amazon, smaller businesses face hurdles in efficiently managing pricing and shipping costs.

Strategies to Overcome Challenges

First and foremost, prioritize customer satisfaction by devising a comprehensive plan to reduce customer churn. Implement targeted approaches, such as pinpointing the right audience from the outset, offering personalized onboarding experiences, ensuring excellent customer service, creating delightful customer interactions, and closely monitoring competitors.

Furthermore, invest in customer support and success initiatives, conduct user feedback surveys to understand customer expectations, and provide flexible payment options. A satisfied customer base ensures repeat business and fosters referrals within their network.

Addressing pricing challenges requires a well-defined pricing strategy aided by automated competitor price-tracking software like Prisync for effective monitoring. Utilize promotions, such as holiday discounts, coupon marketing, and bundle pricing, to improve conversion rates and boost sales. To optimize shipping costs, explore partnerships with local courier companies. For e-commerce platforms like WooCommerce, leverage tools like the WooCommerce Shipping plugin for efficient label printing and live shipping rate display on your online store, ultimately saving time and money.


The Nordic e-commerce landscape is undergoing significant shifts fueled by evolving consumer behaviors and emerging technologies. The region showcases a digitally mature market, with over 40 billion U.S. dollars spent online in 2023 and projections reaching 56 billion by 2027. The pandemic has accelerated the transition from traditional to online shopping. Cross-border e-commerce is prevalent, and sustainability is gaining importance. Additionally, the Nordics are swiftly becoming cashless societies. Projections for 2024 indicate explosive e-commerce growth, showing significant CAGR figures and technological advancements. All these things are set to reshape the e-commerce industry in the near future.

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