Nordic E-commerce driven by Fashion

Avatar for Èlisabeth Krussand
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The most important features in a web shop according to Swedish consumers, E-commerce in the Nordics 2017, Postnord

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More than half of the Nordic population shops regularly online. The Nordic e-commerce players face hard competition from abroad and price is the main reason that customers give for shopping online. The Scandinavian web shops invest in high quality content and omnichannel to take up the competition.

Fashion most popular

62% of the Nordic population between 18 and 79 shop online at least once per month. In 2016, the total online market was calculated to be 21.86 billion, according to a report that NS SIFO’s did for Postnord. The most popular product categories sold online in the Nordics are:

  1. Clothing (Fashion)
  2. Media
  3. Small home appliances
  4. Health and beauty
  5. Sport
  6. Children’s articles

Bigger goods like large household appliances and building materials are increasingly being bought online as well. Further, the biggest DIY stores in each Nordic country are investing in online presence.

25% cross-border

25% of online shopping in the Nordics is by foreign web shops. American and Chinese shops are the most popular, next to cross-border shopping between the Nordic countries. Germany and UK are also popular online shopping destinations.

Mobile

Customers use multiple devices, what makes connecting with customers through several channels very important. Mobile is widely used for shopping but also for checking products while being in a physical store.  The percentage of mobile shoppers in the Nordic countries is between 20% and 30% with some variation between the countries.

Quality

With the strong competition from abroad, the local shops have to invest into high quality product information and a good customer experience to differentiate themselves. The report “E-commerce in the Nordics 2017” by Postnord, shows that price is the main factor for why customers shop online. Still, other factors that rank high – also above 90%-  in all the Nordic countries are clear information, clear navigation, and good search functions.

Differences between the countries

Sweden stands out as the country in the Nordics with the highest spending in 2016 (8.5 billion euro) and the highest percentage of online shoppers (67% of the population shops online at least once a month). Whereas in Denmark 65% of the population shops online once a month. Norway has the biggest spending per person of the Nordic countries at an average of 173 euro per month. Finland stands out as the country with the lowest percentage of the population that shops online once a month at 49%, yet they have the highest percentage that shop from web shops abroad (46% of the population).

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