E-commerce in the Nordics - Artificial intelligence - a game changer for retail Focus: PostNord
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E-commerce in the Nordics Focus: Artificial intelligence – a game changer for retail The development E-commerce Control – more important – country by country for 22.4 billion EUR than speed of delivery SUMMARY 2018
Foreword
The challenge of About
E-commerce
crossing borders in the Nordics
As the e-commerce industry matures, many of us have started to see it Through its Nordic perspective, a broad
as an obvious first choice: it is easy to compare prices; there is a conve- basis and a focus on e-commerce of physical
nient array of delivery options; and payments are secure. The entire goods, E-Commerce in the Nordics provides
world’s selection is just a few clicks away in my phone. uniquely valuable information for readers in-
Many people emphasize the speed of deliveries as a crucial factor for terested in the Nordic e-commerce market.
success and some companies have started to deliver on the same day. E-commerce is defined in this report as the
But what is more important to me as a recipient is having control of the sale of physical products over the Internet.
delivery – getting to choose when and where I receive the parcel – rather
than getting it quickly. And I’m not alone. The overview of Nordic consu- The following is outside the report’s
mers’ priorities is clear in this report. definition of e-commerce:
At the same time, the variations are striking between the different » In-store purchases that were initially
Nordic countries – home deliveries are the natural choice for most Danish arranged via the Internet
e-commerce consumers, while Swedes prefer collecting their parcel from » Sales of services (for example, travel,
a partner outlet. We see similar differences in preference regarding pay- hotel accommodation and concert tickets)
ment methods across the border. via the Internet
» Business-to-business online sales
Even if in many ways the Nordics are one market, consumer behaviors » Online sales between individuals
are anything but the same. For example Norwegians, who are used to
paying customs in Europe, have a higher tendency to shop from North E-commerce in the Nordics 2019 is based
America than their Nordic neighbors. Finns primarily shop from Sweden, on consumer surveys conducted monthly in
Swedes from Germany and Danes from the UK. Sweden, Denmark, Norway and Finland. The
surveys capture e-commerce consumers’
E-retailers who want to reach a market in their neighboring countries behaviors from January through December
are therefore wise to study how the potential customers’ behaviors 2018. A total of 89,053 respondents
vary and evolve. This report provides insight into many unique aspects participated in the surveys.
of e-commerce in the Nordics. If as an e-retailer you want further help
understanding your industry and your customers’ preferences, PostNord
has extensive experience throughout the Nordic region that we are
happy to share. Because I assume that like most Nordic residents, you ANTAL
are not yet comfortable with asking Google Assistant, Alexa or Siri for RESPONDENTER
guidance when it comes to business and other important results.
89 053
Håkan Ericsson
President & Group CEO
PostNord
2 E-commerce in the Nordics
Overview
2,8
22.4
9.0
5.1
EUR billion
5,5
How much we spend online
in the Nordic countries
Sales – Nordic e-commerce 2018
Nordic residents’ e-commerce consumption in 2018, calculated based on
consumers’ answers to the question “How much do you estimate you
have spent on goods purchased online in the past month?”
(Base: Shopped online in the past month.)
Because the results are based on consumers’ own consumption
estimates, and calculation methods have been refined over time,
comparisons with earlier reports should be made with great caution.
Sweden Denmark Norway Finland
61 % 15,9 %
Percentage of Nordic Percentage of
residents who shopped online e-commerce consumption
in an average month in 2018*. composed of
In 2008, the percentage of e-commerce from
Nordic residents who shopped abroad in 2018.
remotely was 21 percent*.
*Between 18 and 79 years. **In addition to e-commerce, also includes shopping via mail order,
phone, TV shop etc. and refers to people aged 15 and up.
E-commerce in the Nordics 3
Overview
One out of three
consumers in Norway
shops outside the
Swedes like country’s borders and
invoice payments 62 percent had
online and 6.8 million their most recent
people also use Swish, purchase delivered to
which is gaining a service point.
popularity.
p.28
p.20
For 89 procent of
danes, being able to
choose how the goods
should be delivered is
crucial when deciding
where to shop
online.
Consumers in
Finland have checked
p.24 in to a store via
social media 71 percent
more other than
Nordic consumers
Where are we heading? in general.
An average month in 2018 p.32
compared to 2008
SWEDEN DENMARK NORWAY FINLAND
2018: EUR 201 2018: EUR 223 2018: EUR 218 2018: EUR 158
2008: EUR 47 2008 EUR 60 2008: EUR 59 2008: EUR 47
Average estimated purchase Average estimated purchase Average estimated purchase Average estimated purchase
amount per person**** amount per person**** amount per person**** amount per person****
68% 66%
62%
Percentage Percentage
48%
of the popu- of the popu-
lation who lation who
33%
have shopped have shopped
online*** online***
26%
20% Percentage
of the popu-
Percentage
of the popu-
lation who lation who
have shopped have shopped
online*** online***
4%
2008 2018 2008 2018 2008 2018 2008 2018
*Ages 18-79 **Ages 15 and older ***2008 refers to the share who shopped remotely, which in addition to e-commerce includes shopping by mail order, phone, TV shop and more. ****Comparisons of purchase amounts
should be made with caution as the calculation method has changed. The figure for 2008 is based on consumers’ own estimates of purchase totals on a full-year basis, while 2018’s figures are based on monthly estimates.
4 E-commerce in the Nordics
Product categories that Nordic residents shop for Did you
online (average per month January - December) In 2008, CDs and movies
were the fourth most popular
know
What types of physical items have you bought
online in the past 30 days? (Total) product category to shop for that…
Base: Have purchased goods online remotely, after clothes, home
in the past 30 days electronics and books.
Nordics Sweden Denmark Norway Finland
39% 38%
36% 36% 35%
32%
26% 25% 27%
25% 25% 25% 25%
23% 23% 22% 22%
17%
10%
8%
1. Clothing/footwear 2. Home electronics 3. Media 4. Health/beauty
14%
11% 12% 11% 11% 12% 13% 12% 11% 10%
9% 10% 9% 10%
8% 7% 8%
6% 6%
4%
5. Sport/leisure items 6. Furniture/interior decor 7. Groceries 8. Children’s items/toys
Online purchases totaling EUR 22.4 billion
PostNord has tracked Nordic e-commerce for about a decade. A decade in
which webshops went from acting in the margins to being a self-evident part of Nordic
consumers’ daily lives. Consumption is rising at a rapid pace and in 2018, Nordic
consumers spent EUR 22.4 billion online in total.
A great deal has changed since at night or on the morning commute The development of logistics is
2008, when PostNord began to mo- to work. a key factor in the rapid growth of
nitor Nordic e-commerce. Ten years Mobile phones have given a e-commerce. A look back shows
ago, price was the single most im- powerful boost to the aspect of that in 2008 six out of ten consu-
portant reason for shopping online. convenience in recent years. In De- mers expected a delivery time of
For reasons of cost and competition, cember 2018, four out of ten Nordic seven or more days. Today, retai-
online stores were incentivised to online consumers shopped using lers’ warehousing is more efficient
keep their prices low, thereby hel- their cell phone. Ten years ago the and logistics players work hard to
ping consumers cross the threshold technology was not yet mature and obtain ever-shorter delivery times.
into e-commerce. Today, e-commer- resistance to changing commerce In some cases, delivery times are
ce is driven largely by convenience channels was great. Only one out of only a matter of hours and in most
and simplicity. Consumers can shop five online consumers who had not cases, it only takes a few days for
exactly when it suits them, whether yet shopped using a mobile phone shipments to reach consumers’
it is from the sofa in the living room could imagine doing so. homes.
E-commerce in the Nordics 5
E-commerce from abroad
Five countries
dominate
Nordic online shoppers’
favorite countries
From which countries have you
purchased goods online in
the past month?
Base: Shopped online from abroad in
the past 30 days.
UK 26 %
Note: the weighted averages for the
Nordic countries reflect the average
for only three of the four countries
31%
(the country to which the question
refers is excluded).
Sweden Denmark USA
14%
Norway Finland 10%
23% 14%
24%
8%
The whole world’s offering is
at Nordic residents’ feet
Globalized e-commerce is gaining ground thanks to unique
products, pressure on prices of generic goods, strong
marketplaces like Wish and Amazon and a well-functioning
logistics network for deliveries and returns. In 2018, on average
three out of ten Nordic consumers shopped from abroad per
month at an estimated value of EUR 3.6 billion.
Nordic countries clearly differ when it challenges, residents have long been
comes to shopping from countries oth- used to waiting for their goods. Swed-
er than their own. Finnish and Norwe- ish and Danish consumers have higher
gian consumers are used to shop from expectations for fast deliveries and they
abroad, while Danish and Swedish con- are usually satisfied, because the dis-
sumers rely on domestic webshops to a tance to e-retailers’ warehouses is short.
greater extent. Finnish e-commerce has China, the US, the UK and Germany
long been characterized by a high per- have long been the favorite countries
centage of e-commerce from Sweden. from which Nordic residents shop. The
Many Finns speak Swedish, and Swedish percentage of Swedes and Finns to
Did you
e-commerce is in many respects a step shop from China has declined in the
In 2008, only 6 percent of
Nordic e-commerce
know
ahead of Finnish e-commerce. Nor- past year. In Sweden the share has fallen consumers stated that that…
they shopped online
wegian consumers are also extremely by over ten percentage points due to from abroad every month
active with regard to shopping from new applications of the relevant VAT or more often.
abroad. Due to the country’s geographic regulations.
6 E-commerce in the Nordics
14% 13 %
Sweden
23%
23% 25%
29% China
34 %
Germany
25% 27% 26 %
10%
Top 5 product categories
that Nordic online shoppers
buy from abroad
40 %
38% 1. Clothing and footwear
Sweden: 31%
34% Denmark: 33%
Norway: 26%
30% 29% Finland: 39%
27%
2. Home electronics
Sweden: 19%
Denmark: 19%
20%
18% Norway: 23%
Finland: 18%
3. Media
Sweden: 12%
10% Denmark: 17%
Norway: 18%
Finland: 15%
4. Beauty and health
0
Sweden: 8%
Nordics Sweden Denmark Product categories
Denmark: 11% that Nordic residents
Norway Finland
Norway: 11% shop for online
Finns shop from abroad Finland: 12% (average per month
the most January - December)
5. Sports and leisure
Have you bought products online from What types of physical
abroad at any time in the past month? Sweden: 10% items have you bought
Basis: Shopped online in the past month. Denmark: 9% online in the past 30 days?
“Abroad” means you perceive the webshop’s Norway: 8% (From abroad)
domicile to be outside of your country and/or Finland: 8% Base: Have shopped
that your delivery is from a country other online from abroad in the
than your home country. past 30 days.
E-commerce in the Nordics 7
Mobile phones
“Mobile first”
– a paradigm shift
As mobile devices have become out of ten Nordic e-commerce con-
more commerce-friendly and com- sumers make at least one purchase
panies have adapted their websites via mobile phone every month, which
for mobile use, consumers’ shop- is a 12 percent increase since 2016. If
ping habits have centered on mobile you go back to 2008, only between
phones to an ever-increasing degree. two and four percent answered that
Because consumers always have their they had shopped from their mobile
phone at hand, this paradigm shift phone in the past year. Sweden is
creates enormous opportunities for still the most mature mobile country
e-retailers. For a physical retailer, con- in the Nordics, but its neighbors are
sumers’ continuous digital presence is close behind. Since 2016, the share
comparable to almost all consumers of consumers to shop using a mobile
walking by the store – every day. phone has increased the most in
The epicenter of the mobile revo- another Nordic country with historic
lution is in large parts of Asia, where traditions in mobile communication:
“mobile first” has long been natural in Finland. In only two years, the percent-
retail and where hundreds of millions age to make purchases via mobile
of people consider the mobile phone phone in Nokia’s homeland has nearly
to be the primary digital link to the doubled from two out of ten consum-
store. Nordic consumers are also high- ers in late 2016 to almost four out of
ly advanced compared with the rest ten consumers in the corresponding
of the Western world. More than four period in 2018.
Have shopped online in the past month
Have you shopped online with your
60%
mobile phone in the past 30 days? Did you
54% Base: Have shopped online (December)
In China, the percentage
know
50% 2016 2017 2018
of people who shopped that…
44% online with a mobile phone
42% 42%
39% amounted to 79 % per
40 % 37%
36% 36% month in 2017.
34%
31%
Source: PwC
30 % 29% 29%
30%
26 %
21 %
20%
Have shopped using a mobile phone
10% based on age
Share of Nordic residents who have shopped with a
mobile phone in the past 30 days, divided by age
0
Base: Have shopped online (December)
NORDIC REGION SWEDEN DENMARK NORWAY FINLAND
60%
53 %
50%
Digital natives drive the shift 50%
toward new channels 40%
The digital economy gives rise for seniors over age 65 is around one 30% 28%
to clear generational gaps when it in five. Today, young people are “digital
22%
comes to behavior, and shopping natives” – they grew up in the digital 20%
with a mobile phone is no exception. era with modern technology and have
Over half of Nordic e-commerce not had to acquire this knowledge
10%
consumers between 18 and 29 years as adults. As time passes, we can
old have shopped with a mobile therefore talk about an organic shift
0
phone, while the corresponding figure toward digital sales channels. 18-29 y 30-49 y 50-64 y 65-79 y
8 E-commerce in the Nordics 2019
The mobile phone
– hub of the consumer
experience
Technical achievements have made mobile
phones a natural tool not just for completing the
actual purchase. Consumers also receive offers via
mobile phone, making it a natural communication
and marketing channel for stores. Furthermore, map
functions on smartphones enable quick navigation
in order to, for example, figure out where the nearest
physical store is located. Another possibility consu-
mers appreciate is being able to check stock before
visiting a physical store in order to avoid going ho-
me empty-handed.
Many Nordic residents – about one out of three
e-commerce consumers – do research on their Mo-
bile phone before making a purchase. Most do this
before going to the store, but it has also become
relatively common to do research while in the store.
Price comparisons, reviews and assessments are so-
me examples of popular information sources for this
purpose. The information advantage that physical
stores have had historically compared with consu-
mers has thus shrunken and in some cases been
eliminated entirely.
How do you use your mobile phone?
Have you at any time in the past
three months used your mobile phone
for any of the following?
Base: Shopped online in December
4. Looked up the
1. Received offers
availability of a product
to your mobile phone.
before entering the store.
Nordic region: 42%
Sweden: 54% Nordic region: 31%
Denmark: 35% Sweden: 41%
Norway: 48% Denmark: 25%
Finland: 31% Norway: 36%
Finland: 20%
2. Searched for a 5. Looked up a product
nearby store with your with your mobile phone
mobile phone. while in a store.
Nordic region: 40% Nordic region: 25%
Sweden: 39% Sweden: 30%
Denmark: 42% Denmark: 23%
Norway: 47% Norway: 32%
Finland: 31% Finland: 16%
3. Looked up a product 6. Taken a picture of a
with your mobile phone product or price tag before
before going into a store. a possible purchase.
Nordic region: 38% Nordic region: 20%
Sweden: 50% Sweden: 25%
Denmark: 38% Denmark: 19%
Norway: 43% Norway: 22%
Finland: 21% Finland: 14%
E-commerce in the Nordics 9
Deliveries
Delivery is central to the
purchase experience
Consumers ask for clarity, freedom of choice and precision in
the delivery. Customers want to be in the driver’s seat and are
expressing forcefully that delivery, and thereby the task of
shipping companies, is central to the purchase experience.
More than four out of five Nordic out with regard to the desire to be able
residents consider it important to be able to change delivery method after placing
to choose the delivery method, which the order. The Finns, together with Danes,
indicates that freedom of choice has also use parcel lockers to a relatively high
become a hygiene factor. Swedes stand out degree. Norwegians and the Finns take
from other Nordic residents when it comes a leading position when it comes to the
to the desire to be able to choose the importance of being offered free shipping,
delivery date, and through an uncommonly while Danes have the very highest demand
high use of service points. Finns stand for quick deliveries.
Think back to your most recent online purchase.
How was your product delivered?
Basis: Shopped online in the past 30 days Nordic region Sweden Denmark Norway Finland
I collected it myself from a
service point. 56% 66% 34% 62% 50%
It was delivered to my mailbox/multi-
occupancy mailbox. 17% 19% 10% 22% 15%
It was delivered to my home and left
outside my door (without me needing to 6% 3% 17% 3% 3%
sign to confirm receipt of the product).
It was delivered to my home during the
day (not in my mailbox/multi-occupancy
mailbox) and I had to sign to confirm 5% 4% 8% 3% 6%
receipt of the product.
I collected it myself from a parcel locker. 5% 0% 10% 0% 11%
I collected it myself from the webshop’s
physical store. 2% 2% 2% 2% 3%
It was delivered to my workplace. 1% 0% 4% 1% 1%
It was delivered to my home in the evening
(not in my mailbox/multi-occupancy mail- 1% 2% 0% 2% 1%
box) and I had to sign to confirm receipt.
10 E-commerce in the NordicsAre fast
82 percent of Swedish deliveries more
e-commerce consumers say important than
they could imagine waiting one sustainability?
to two days extra for their item
if the delivery is made more
sustainable/eco-friendly.
This is why we choose a certain webshop
How important are the following features when choosing
which webshop/site to shop from?
Base: Have shopped online. Percentage who responded
“very important” or “fairly important” (June).
Nordics Sweden Denmark Norway Finland
0 20% 40% 60% 80% 100%
That I can choose how the item
will be delivered.
That a delivery date is
provided.
That shipping is free.
That I can choose the delivery
date for home delivery.
That the product can be delivered
within three business days.
That I can change my chosen delivery
method during the delivery time.
That the product can be delivered
the next business day.
That I can add additional services
to the delivery.
That delivery could be on a
Saturday or Sunday.
E-commerce in the Nordics 11AI
On the path to a highly AI – areas of application
intelligent era HOME SECURITY – AI is used
for example to unlock the home
A new force is on its way to transforming the rules of play for for authorized people.
human life in general and retail in particular. Pure e-retailers HEALTH – AI-based portable
are generally far ahead in a technology shift that is making devices monitor health, blood
use of smart computers and so-called artificial intelligence* pressure or similar
to increase customer benefit. FITNESS – AI devices are
connected to a fitness profile
in order to propose exercises,
AI is usually described as intelligence has received help with making a deci-
food etc.
shown by machines and is used in retail, sion and simplifying daily life through
among other ways, through algorithms numerous different AI tools. When FASHION GUIDANCE – AI is
that customize recommendations, consumers state the areas of applica- used as a stylist that suggests
individualize websites and optimize the tion in which they would feel secure clothing and alternatives.
company’s purchasing. On the website, receiving help from an AI device, three PERSONAL ASSISTANTS
automated customer service, through out of ten Nordic residents respond that – AI devices are used to sche-
chatbots and assistants, helps custo- health is one such area, closely followed dule meetings, keep track of the
mers receive answers to their ques- by fitness and home security. Apps and calendar etc.
tions immediately, which can increase digital assistants on Mobile phones are KITCHEN ASSISTANT – AI is
conversion. Automated warehousing already used frequently in the area of used when cooking in order to
is another area of application, and with health (to keep track of blood pressure read a recipe, set a timer,
regard to deliveries, experiments are and medicine intake, for example), in create shopping lists etc.
underway with self-driving vehicles and fitness (to optimize diet and physical
SHOPPING – AI is used
drones. activity) and in home security (by regu-
through voice command or au-
For their part, the online consumer lating locks, alarms and lights).
tomation to buy physical goods
and services.
*Artificial intelligence entails smart computers that simulate human intelligence, computers/computer systems that, based on data,
can think, communicate, plan, learn and carry out work tasks.
12 E-commerce in the NordicsThis is how AI could affect your daily life
In 5 years, in what areas
do you think you would feel secure using AI?
Base: Have shopped online (December)
Nordics Sweden Denmark Norway Finland
40%
36%
33%
31% 32% 30% 30%
30% 29% 28%
27% 27% 26% 26%
25%
20%
20% 18%
10%
0
Health Kitchen assistant Home security
40%
30% 27% 28%
25% 26%
23%
20% 21% 22%
20% 19%
15%
13% 14% 13% 12% 12% 13%
10% 11% 10%
10% 8%
0
Fitness Personal assistant Shopping Fashion advice
Are the machines
Did you
taking over? 29% of Nordic e-commerce know
consumers are anxious
about increased AI
that…
Machines that become so intelligent elements in daily life.
that they cease to serve humans and
instead take over control are perhaps
the most common theme of dystopian
science fiction. In parallel with the rapid
development of artificial intelligence
as an assistive tool in retail – probably
a disruptive force in order to increase
customer benefit in the future – it is
worth noting that many consumers feel
a sense of anxiety about AI’s entry into
more and more spheres of life. Three
out of ten Nordic residents feel anxious
about how AI may impact life moving
forward, and the pattern is consistent
across all age groups. Not least, this
means that e-retailers must be clear
about what they are doing, work careful-
ly with customer data, and respect their
customers’ privacy.
E-commerce in the Nordics 13AI
13
%
13
%
15
%
SW
ED
EN
DE
NM
AR
Percentage who
9%
K
have returned
15
%
a shipment in the
NO
past month
RW
Basis: Have
10
AY
%
shopped online.
FI
NL
5%
AN
D
0
Customers who make many returns
represent the greater share of retail sales
Just over one in ten of Nordic e-commerce consumers make at least one
return a month. The value of returns for e-commerce companies has
long been disputed in the industry, because returns drive up logistics costs
through transport and warehouse management. Studies show that return
policies directly impact how consumers choose webshops.
A disadvantageous return policy The fashion industry has frequent measurements. With the help of AI,
or complicated return procedures returns, when it comes down to the store can then suggest clothes
often prevent purchases. On the it e-consumers do not really want and shoes with the best fit possible.
other hand, a high level of service free and convenient returns – they Saving such personal information
have a positive influence on con- want clothes and shoes that fit. So could feel uncomfortable from a pri-
sumers’ trust, which in turn leads to far, returns have often served as vacy perspective, but many Nordic
higher loyalty and more purchas- a substitute for the fitting room consumers say they would appreci-
es. The conclusion is that returns in physical stores. But a solution ate this kind of help. Among Nordic
certainly impair profitability in the is on the way. With the help of AI, online consumers, Danes would
short term, but this changes in the returns can be reduced. Consum- feel most comfortable allowing web-
long term because return custom- ers’ purchase journeys online will shops to save body measurements,
ers amount for a larger share of be simplified when webshops can while at the moment, Finns feel
sales. save personal data about body more hesitant.
14 E-commerce in the NordicsSave information about your body
measurements for a better AI experience
Would you feel comfortable with allowing webshops to save
personal information about your body measurements?
Base: Shopped online (December)
Yes, fairly comfortable Yes, very comfortable
50%
45%
39%
40%
10% 37%
10%
30% 28%
13%
5%
20%
10%
29% 35% 24% 23%
0
Sweden Denmark Norway Finland
E-commerce in the Nordics 15AI
Great potential for digital
assistants
AI-based digital assistants and smart speakers comprise a potential hub of
people’s future digital lives. The assistants help their owners produce and
process information and carry out daily errands – everything from information
about the weather, answering factual questions or finding directions to
turning out the lights and putting on background music.
In the US, more than half of all digital assistant. The share varies the technology is still relatively un-
households are expected to have between 7 percent in Finland and familiar. In light of this, and that
a freestanding digital assistant like 15 percent in Norway. The typical some consumers feel anxious
Google Home or Amazon Echo by “early adopters” are young men about AI, there may be a need to
2022. These are already used as who live in major cities. Today, work more expressly for consu-
shopping tools by assisting with Nordic residents primarily use as- mers to feel more secure with
product searches, purchasing, and sistants to play music, do research the development. In all likelihood,
renewal of subscriptions via voice and manage to-do lists. the number of Nordic residents
command. In the Nordic region, The large number of consu- who use AI assistants will increase
relatively few consumers currently mers who currently say they are sharply in the coming years, as the
state that they have purchased uninterested in digital assistants devices learn new languages and
or plan to purchase an AI-based probably reflects on the fact that organically spread to new markets.
14% 18%
11% 9%
SWEDEN DENMARK
Personal 75% 73%
assistant
Do you have or
do you plan to buy
a digital personal
assistant?
Base: Have shopped
online in December
Have purchased
or will purchase 14% 12%
Not interested
Don’t know
7%
15%
NORWAY FINLAND
71% 81%
16 E-commerce in the NordicsLet AI renew an order
Would you be comfortable with letting AI
renew an order that has run out?
Base: Have shopped online (December)
40%
Yes, fairly comfortable Yes, very comfortable
35%
32%
30% 29%
27%
25% 6% 23%
10%
7%
20% 5%
15%
10%
5%
20% 23% 22% 18%
0
Sweden Denmark Norway Finland
Automatic orders do the
work for consumers
To an increasingly high degree, the purchasing journey is driven by
convenience. In the next few years, AI features that save the customers time
and energy are expected to become increasingly common.
AI will probably be the most shopping could be replaced by food purchases. One day, the
radical behavioral change in how AI automatically placing a new consumer will ask their voice
consumers shop since the takeo- order at a point in time determi- assistant to order ingredients for
ver of the Mobile phone. In turn, ned via analysis with the help “pasta with tomato sauce.” The
this means that e-commerce of customer data or by smart ho- question is then what pasta and
companies will need to be even me appliances. This could apply which crushed tomatoes will
more creative with how they to a wide variety of consumer arrive at home; will it be a supp-
reach their customers. Three purchases that are made over lier’s brand or the retailer’s own
out of ten Nordic e-commerce and over, for example the pur- brand? Whoever governs the
consumers say they would be chase of consumables such as algorithms has the power. This
comfortable with letting AI re- milk, butter or laundry detergent. will likely result in an increase in
new an order when the products Above all, this will impact the market share for retailers’ own
run out. The idea is that routine battle of the brands in digital brands.
E-commerce in the Nordics 17Introduction – the Nordic countries
Sweden Denmark
Swedes like For 89 procent of danes,
invoice payments being able to choose
online and 6.8 million how the goods should
people also use Swish, be delivered is crucial
which is gaining when deciding where to
popularity. shop online.
Population (January 1, 2018) Population (January 1, 2018)
10,143,000 5,781,000
Percentage that shop online each Percentage that shop online each
month (18-79 years) month (18-79 years)
68% 62%
18 E-commerce in the NordicsNorway Finland
One out of three consumers Consumers in
in Norway shops outside Finland have checked
the country’s borders and in to a store via social
62% chose delivery points media 71 percent more
for their most recent than other Nordic
purchase. consumers in general.
Population (January 1, 2018) Population (January 1, 2018)
5,296,000 5,513,000
Percentage that shop online each Percentage that shop online each
month (18-79 years) month (18-79 years)
66% 48%
E-commerce in the Nordics 2019 19Spotlight on: Sweden
Percentage Percentage Estimated EUR Percentage Percentage Percentage
that shops that shops amount that that shops via who did who did in-store
online every online from each Internet Mobile phone research online research before
month* abroad each consumer each month*** before buying buying online***
68% month** spends online
54% in-store***
30%
18% per month**
50%
201
A digital shift is underway in Sweden
Swedish e-commerce consumers and lower prices. Swedish consumers are who made at least one purchase in a given
estimate spending a total value of SEK also digital when they shop in physical month with a Mobile phone amounted to
92.8 billion online in 2018. This makes it the stores. Fully 50 percent of consumers said fully 54 percent in 2018. New technology
largest market in the Nordic region. Digital they did research online first and then like artificial intelligence and the Internet of
shopping has had a strong breakthrough bought an item in a physical store. The Things will strengthen the role of Mobile
in Sweden, which is made clear by the fact most common product categories purcha- phones further, which makes the area
that an impressive 68 percent of the popu- sed in digital and physical symbiosis are central for retailers who want to be able to
lation shopped online in an average month home electronics and fashion. meet customers on their terms. Swedish
in 2018. In Sweden, digital advances have e-commerce consumers are also looking
come so far that essentially all growth of A crucial reason for the advancement of beyond the country’s borders in the hunt
durable goods sales has been online, com- e-commerce in Sweden is that consumers’ for attractive goods. Germany tops the
pared with three years ago, when approx- mobile use has grown in scope each year. list of countries from which Swedes most
imately one fourth of all growth took place Mobile phones are taking rapid strides prefer to shop, which can be seen by Za-
online. The most important driving forces toward becoming a central hub for the lando’s strong position in Sweden. Swedes
behind Swedes’ growing e-commerce entire purchasing process in Sweden. The primarily shop for fashion items and home
consumption are convenience, selection share of Swedish e-commerce consumers electronics online from abroad.
20 E-commerce in the Nordics9.0
The total amount
that Swedes estimate
spending on online
purchases in 2018, of
which e-commerce from
abroad was 12 percent.
bn EUR
Mobile phone in the physical store
Top 5 most popular
countries from
which to shop*Ä**
25%
Have taken a picture of a product
41%
Have checked stock levels 1. Germany 29%
in a store in preparation for a using their phones before
possible purchase at a later time*** visiting a store***
2. UK 26 %
3. China 23 %
4. USA 14 %
5. Denmark 8 %
* Average Jan-Dec 2018. Base: Entire population aged 18–79 years.
30%
Have done research on
39%
Have searched for
** Average Jan-Dec 2018.. Base: Have shopped online.
*** Have shopped online (December).
**** Average Jan-Dec 2018.. Base: Have shopped online
from abroad in the past 30 days.
a product using their Mobile phone a nearby store with their
while in a physical store*** Mobile phone***
Most popular goods purchased online**
Did you
40% 39% In 2018, 54 percent of Swedish
know
e-commerce consumers shopped
that…
32% with a Mobile phone during the holiday
month of December.
30%
27% In 2008 only two percent of Swedish
e-commerce consumers shopped with
23% a Mobile phone at any time that year.
20%
12% 12% 12%
10%
7%
0
Clothing/ Health/ Home Furniture/ Sport/ Children’s
footwear beauty Media electronics interior decor leisure items Groceries items/toys
E-commerce in the Nordics 21Spotlight on: Sweden
Top 5 most popular Swish is gaining
e-commerce payment popularity
Sweden is at the leading edge produced results. At the same
methods with regard to IT maturity and time, the payment method “debit
the use of new technology. or credit card” has lost popularity
1. Invoice 38% Despite this, Swedes are a con- in recent years. The standout on
2. Debit card or credit servative group when it comes the Swedish payment scene is
to payment online. Invoice pay- Swish. The service has long been
card 22 % ment is the most popular pay- immeasurably popular among
3. Direct payment via ment method in Sweden year individuals but has now also
after year. The reason for this is entered e-commerce. Around
bank 14 % spelled Klarna. The company’s 6.8 million individuals use Swish
4. Swish 12 % digital invoice services have in Sweden, which demonstrates
dominated Swedish e-commer- its enormous potential as a pay-
5. Paypal, Payson, ce for a long time, which has ment method.
or similar 8 % How would you prefer to pay for a
good you have purchased online?
Base: Shopped online in the
past month (December)
Zalando is bigger
than Amazon Zalando
21 %
Swedish consumers’ purchasing behavior online
differs from behaviors in other digitally mature e-com-
merce nations as regards consuming from marketplac-
es. For example in the US, Amazon accounts for nearly
Wish
half of sales in the e-commerce market, while the
corresponding number in Sweden is around just a few
percent points, which can be explained by the fact that
15 %
Swedish e-commerce is primarily organized around
independent webshops.
When Swedes look abroad in the hunt for a larger
product offering and lower prices, they are usually at-
tracted to foreign marketplaces due to their enormous
selection and security. Just over half of all e-com- Ebay
merce consumers in Sweden say that in the past six
months, at some point they have shopped from Wish, 10 %
Amazon
Amazon, Zalando, eBay or Alibaba. The German mar-
ketplace Zalando has the strongest position in Swe-
den. Just over one out of five Swedish e-commerce
consumers say that at some point in the past year, 9%
they have shopped from Zalando. In second place is
low-price marketplace Wish, from which just over one Alibaba/Aliexpress
out of seven Swedish e-commerce consumers have 6%
shopped. Amazon, which is one of the strongest play-
ers globally, does not demonstrate the same position Which webshop(s) have you used in the past 12 months?
in the Swedish market. Only 9 percent say they have Base: have shopped online (June)
shopped from Amazon in the past year.
22 E-commerce in the NordicsImportant features
in online stores
—delivery
As Swedish e-commerce grows, the
industry’s focus has shifted to delivery.
The shift is based on a solid foundation:
fully 29 percent of Sweden’s e-commerce
consumers say that they have refrained
from buying an item online at some
point because they were not offered their
preferred delivery option. So what should
Swedish webshops do to reduce the
number of abandoned shopping carts? Arne Andersson
Should parcels be delivered the same
day, to the workplace or on a weekend e-commerce expert
day? Not necessarily. The hygiene factors PostNord
which Swedish consumers indicate are
Sweden
instead: options, a clear delivery date,
and free delivery. Swedish e-commerce
consumers thus primarily demand trans-
parency and clear information from the
webshop. Meeting these criteria impro-
ves the chances of the purchase being “We are moving Arne Andersson, e-commerce expert,
PostNord Sweden:
completed. more and more E-commerce is a well integrated part of
In addition to hygiene factors, which
must be met, just over one out of three toward wanting the Swedes’ daily lives. There are also ma-
ny major e-retailers here who sell to the
consumers say they want to be able to same speed and entire Nordic region, which means we buy
add additional services to their delivery.
Offering, for example, a carrying in servi- predictability of a relatively little from foreign sites compared
with other Nordic countries. But now that
ce, assembly, removal and returns hand- physical store.” international marketplaces like Amazon
ling generates opportunities to create have started to establish in the country,
competitive advantages on the market. things are going to happen. I think Swedish
retailers are well aware of the challenges,
but it is important to stay on our toes and
How important are the following features when create benefit and added value for custom-
choosing a webshop/site to shop from? ers. Otherwise you only have one weapon:
Base: Have shopped online. Percentage who responded price. And in this arena it is impossible to
“very important” or “fairly important”, June.
100% compete with the giant players. German
Zalando is a marketplace that has already
85% 84% 80% become established in Sweden with great
80% 78% success. I believe this is mainly because the
68% company is perceived as Swedish. The site
islocalized down to the smallest detail and
60%
it is fast and easy to both receive and return
goods. Otherwise I think it is interesting that
40%
35% logistics plays such a huge role for both
the purchasing journey and the purchasing
experience. We are moving more and more
20% toward wanting the same speed and pre-
dictability of a physical store. In other words:
you see an item, and you know you can
0
That I can That a That I can That shipping That the product That I can add take it with you and go. You want the same
choose how delivery date choose the is free can be delivered additional experience in a webshop.
the item will is provided delivery date for within three services to the
be delivered home delivery business days delivery
E-commerce in the Nordics 23Spotlight on: Denmark
Percentage Percentage Estimated EUR Percentage Percentage Percentage
that shops that shops amount that that shops via who did who did in-store
online every online from each Internet Mobile phone research online research before
month* abroad each consumer each month*** before buying buying online***
62% month** spends online
34 % in-store***
23%
27% per month**
38%
223
Population density and a high average
purchase amount give e-commerce
excellent conditions
Denmark has a strong digital economy The driver of Danish consumption toward Danes spend the most per person online
and good infrastructure. The country has the Internet and away from physical stores of all Nordic residents. Given Denmark’s
a high population density and topography is largely the flexibility of being able to geographical location as a gateway to the
that generates good logistical conditions shop at any time. But low prices and a European continent, Danish e-commerce
for e-retailers. Danish consumers estimate large selection online are also perceived consumers gladly receive impressions
spending EUR 5.5 billion online in 2018. as significant advantages. Card payments from abroad. The most popular foreign
Several trendsetting domestic e-commerce dominate online purchases in Denmark, destination online is the UK, which pro-
sites are Elgiganten, Proshop, bookseller which is largely due to a high rate of con- bably means many Danes are currently
Saxo, the large marketplace Bilka, the ho- nection to the national Dankortet, which especially interested in how future trade
me electronics store wupti.com and gro- has low transaction fees. connections between the EU and the UK
cery players like Coop.dk and Nemlig.com. Danish purchasing power is strong. will look.
24 E-commerce in the Nordics5.5
The total amount that
Danes estimate
spending on online
purchases in 2018, of
which e-commerce from
abroad was 16 percent.
bn EUR
Mobile phone in the physical store
Top 5 most popular
countries from
which to shop****
19%
Have taken a picture of a product
25%
Have checked stock levels 1. UK 31 %
in a store in preparation for a using their phones before
possible purchase at a later time*** visiting a store***
2. Germany 27%
3. China 25 %
4. Sweden 14 %
5. USA 10 %
* Average Jan-Dec 2018. Base: Entire population aged 18–79 years.
23%
Have done research on
42%
Have searched for
** Average Jan-Dec 2018.. Base: Have shopped online.
*** Have shopped online (December).
**** Average Jan-Dec 2018.. Base: Have shopped online
from abroad in the past 30 days.
a product using their Mobile phone a nearby store with their
while in a physical store*** Mobile phone***
Most popular goods purchased online**
Did you
40% 38% In 2018, 34 percent of Danish e-com-
merce consumers shopped with a
know
Mobile phone during the holiday that…
month of December.
In 2008 only four percent of Danish
26 %
30%
e-commerce consumers shopped with
22% a Mobile phone at any time that year.
20%
17%
13 % 11% 11%
10% 8%
0
Clothing/ Home Health/ Furniture/ Sport/ Children’s
footwear electronics Media beauty interior decor leisure items Groceries items/toys
E-commerce in the Nordics 25Spotlight on: Denmark
Top 5 most popular
e-commerce payment
methods MobilePay is winning
1. D
ebit card or credit – and is just a swipe away
card 70 % Danish online consumers in a single swipe. In just two
have long shown a very clear years, MobilePay has obtained
2. MobilePay 19 % preference for debit card, and that a clear market share of 19% of
3. Paypal, Payson will last a while into the future. all e-commerce payments. This
But in late 2017, payment solution makes it clear that Danes can
or similar 6 % MobilePay was introduced quickly adopt intuitive and easy-
4. Direct payment and integrated into webshops’ to-use solutions, at least when
payment modules, making it they come from a well-known
via bank 2 % possible for customers to pay supplier.
5. Invoice 1 % How would you prefer to pay for a
good you have purchased online?
Base: Shopped online in the
past month (December)
Strong development
for Zalando
Zalando
24 %
Danish consumers are mobile and global. As they
turn to foreign webshops to an increasingly high
degree to have their needs met, it paves the way for
foreign marketplaces to take a larger share of the pie.
Via its platform, Zalando has successfully equipped
Danes with fashion during the year and one in four
Danish e-commerce consumers uses the German
marketplace, which is twice as many as in 2014. In
Wish
14 %
a short period, a brand new phenomenon has also
made its way into Danish homes, which is a wave of
low-price Chinese produced goods from sites such as
Wish and Alibaba.
The share of online consumers to shop from Ame-
rican sites has not moved in the same way, however. Amazon
13 %
It should be noted here that the number of Danes to
shop from Amazon or eBay, for example, is probably
increasing in an absolute sense. Even though the per-
Ebay
centage of e-commerce consumers using American
sites is standing still or even declining, the number of
10 %
Danes who shop online in general has increased sig-
nificantly since 2014, which means more consumers
in absolute figures. It is clear that a player like Ama-
zon still does not have a secure hold on the Danish Alibaba/Aliexpress
3%
market, which may eventually change if the company
focuses on locally adapted logistics, a Danish domain Which webshop(s) have you used in the past 12 months?
and subscription services marketed to Danish target Base: have shopped online (June)
groups.
26 E-commerce in
in the
the Nordics
NordicsStrong and clear
demands from
Danish consumers
As e-commerce grows in Denmark,
questions have arisen about how
e-retailers should behave in order to
balance all of consumers’ demands. In Jørgen Fischer
many cases, Danish consumers know e-commerce expert
exactly what they are looking for and
they are good at communicating it. In PostNord
general, they have the highest demands Denmark
in the Nordic region when it comes to
delivery: here there are clear wishes for
clarity, freedom of choice and control of
the purchase. Delivery speed has also
become a hygiene factor, probably more
so than in the other Nordic countries. “About half of Jørgen Fischer, e-commerce expert,
PostNord Denmark
This should be seen in the context of
Denmark as a small country with high
deliveries are to Danes have really taken to e-commer-
population density and good conditions homes, and ce, which continues to grow more than
physical commerce. The prediction is
for a fast, painless “last mile,” which has
gradually driven up expectations. For
half are collected that volumes will double by 2022, and
example, more than one third of Danish from a service perhaps even triple by 2025. Meanwhile,
the lines between online and offline are
consumers consider it important to be
able to receive their shipment the day
point” becoming blurrier, and that places huge
demands on both retailers and on us as
after placing the order.
logistics suppliers. Together, we must
make sure that customers perceive the
entire chain, from purchase to delivery
How important are the following features when and returns, as smooth.
choosing a webshop/site to shop from?
When it comes to deliveries, Danes
Base: Have shopped online. Percentage who responded
“very important” or “fairly important”, June. have already become accustomed to re-
100% ceiving goods the next day, because we
89% 83% are a relatively small country.
About half of our deliveries are to
80%
74% homes, and half are collected from a
68% service point. But it is also becoming
60% 56% increasingly common to collect goods
from webshops’ physical stores, called
click-and-collect. When customers go into
40% 37% stores, they often see more things they
want to buy, or they want help, which can
lead to upselling of fully 15-20 percent. So
20%
there should be strong incentive for retai-
lers to offer this kind of delivery, and for
0 pure e-retailers to have physical stores.
That I can That a That shipping That the product That I can That the product
choose how delivery date is is free can be delivered choose the can be delivered
the item will provided within three delivery date for on the next
be delivered business days home delivery business day
E-commerce in the Nordics 27Spotlight on: Norway
Percentage Percentage Estimated EUR Percentage Percentage Percentage
that shops that shops amount that that shops via who did who did in-store
online every online from each Internet Mobile phone research online research before
month* abroad each consumer each month*** before buying buying online***
66% month** spends online
42% in-store***
32%
34% per month**
43%
218
Habitual e-commerce consumers embrace
mobile shopping behavior
Norwegian e-commerce consumers For many years, Norway has had a VAT- in Norwegian shopping, both on and
say that they spent SEK 52.4 billion online free limit of NOK 350 for online purchases offline. Four out of ten shop with a Mobile
in 2018. E-commerce is widespread in the from abroad. The Norwegian governme- phone each month, and as many have
country and in an average month, two nt has now decided that this limit will be “webroomed,” or conducted research
out of three Norwegians shopped online. removed as of January 1, 2020, and that online before going to a physical store to
24-hour availability, location indepen- VAT will be charged on all goods ordered make a purchase. Physical stores also play
dence, competitive prices and a large from abroad. A customs fee will also be a large role in Norwegians’ online shop-
selection drive online sales toward new charged for the administrative manage- ping. Every third consumer has looked at
conquests. Norwegians are also used ment. It remains to be seen if – and if so, an item in a store before buying it online
to shopping from abroad; on average, how – Norwegian e-commerce behavior and one out of five have taken a picture
one out of three consumers shops from will change with this new rule. of a product in a physical store and later
beyond the country’s borders. Mobile phones have a prominent role bought it online.
28 E-commerce in the Nordics5.1
The total amount that
Norwegians estimate
spending on online
purchases in 2018, of
which e-commerce from
abroad was 15 percent.
bn EUR
Mobile phone in the physical store
Top 5 most popular
countries from
which to shop****
22%
Have taken a picture of a product
36%
Have checked stock levels 1. China 34%
in a store in preparation for a using their phones before
possible purchase at a later time*** visiting a store***
2. UK 24 %
3. USA 23 %
4. Sweden 13 %
5. Germany 10%
* Average Jan-Dec 2018. Base: Entire population aged 18–79 years.
32%
Have done research on
47%
Have searched for
** Average Jan-Dec 2018.. Base: Have shopped online.
*** Have shopped online (December).
**** Average Jan-Dec 2018.. Base: Have shopped online
from abroad in the past 30 days.
a product using their Mobile phone a nearby store with their
while in a physical store*** Mobile phone***
Most popular goods purchased online**
Did you
40%
36%
In 2018, 42 percent of Norwegian
e-commerce consumers shopped
know
with a Mobile phone during the holiday that…
month of December.
30% In 2008 only 4 percent of Norwegian
25% 25% e-commerce consumers shopped
with a Mobile phone at any time that
year.
20%
14%
10% 10% 10%
10%
6%
0
Clothing/ Home Sport/ Health/ Furniture/ Children’s
footwear electronics Media leisure items beauty interior decor Groceries items/toys
E-commerce in the Nordics 29Spotlight on: Norway
Top 5 most popular
Vipps rises sharply
e-commerce payment
methods A majority of Norwegian online
consumers prefer to pay with a
result shows an attitude shift
among consumers who, to an
credit or debit card, probably be- increasingly high extent, are
1. D
ebit card or
cause this is a payment method tending to step away from credit
credit card 51 % with a traditionally strong posi- and debit cards in favor of Vipps,
tion. The rest of consumers prefe- whose popularity has increa-
2. Paypal, Payson rably pay with PayPal and Vipps, sed from 2 to 14 percent in only
or similar 18 % or via invoice. two years. This extremely fast
The payment market is behavioral change means that
3. Vipps 14 % undergoing a major change the webshops that want strong
4. Invoice 14% and digitalization creates new competitiveness are offering a
opportunities for innovative, complete palette of the most
5. Direct payment seamless payments. This year’s popular payment solutions.
via bank 1 % How would you prefer to pay for a
good you have purchased online?
Base: Shopped online in the
past month (December)
Zalando
28 %
Zalando
and eBay lead
Ebay
the race
Norwegian consumers are the
27 %
Amazon
Nordic residents who report shop-
ping from foreign platform com-
15 %
panies to the greatest extent. Just
as in the other Nordic countries,
Zalando has a very strong position
in Norway, while the share
to say that they shop from eBay Wish
stands out from a Nordic perspec-
tive. Norwegians have probably
become accustomed to buying
14 %
inexpensive small products, such Alibaba/Aliexpress
as mobile cases and cables, from
7%
eBay, a function that Wish serves Which webshop(s) have you used in the past 12 months?
in many of the other Nordic Base: Have shopped online (June)
countries.
30 E-commerce in the NordicsDelivery options
capture customers
Rikke Kyllenstjerna
Precision and freedom of choice in
deliveries produce satisfied customers. e-commerce expert
For Norwegian e-commerce consu- PostNord, Norway
mers, it is extremely important to know
when an item will be delivered and that
there is a possibility to choose both the
delivery method and the date of home
delivery if relevant.
It is interesting to note that only one “Norwegians shop Rikke Kyllenstjerna, e-commerce
expert, PostNord Norway:
out of five online consumers thinks it is
important to receive deliveries over the
from abroad a Norwegians shop from abroad a great
weekend. This is probably because the great deal, which deal, which is because many brands can’t
be found here. But that may change, at
point of departure among the respon-
ding consumers is today, when there are
is because many least to some extent. As the report states,
limited opportunities for Saturday and brands can’t be all e-retail purchases, without exception,
will be charged VAT and will have to clear
Sunday deliveries, and they have there-
fore not experienced any advantages or
found here.” customs as of 2020. This means it will be
more expensive and harder for Norwe-
disadvantages of a weekend delivery.
gians to shop from abroad than we are
used to. I don’t think this will affect how
much we spend online overall; rather, it
How important are the following features when will probably be more attractive to shop
choosing a webshop/site to shop from?
from Norwegian e-retailers. Ultimately it
Base: Have shopped online. Percentage who responded
“very important” or “fairly important”, June. may also lead to foreign e-retailers estab-
100% lishing local warehousing solutions in the
country, at least for returns. Otherwise, I
82% 80% think it is interesting that information and
80%
74% freedom of choice regarding deliver-
ies are so important for the purchasing
60%
60% 56% experience. Deliveries bring about a lot
of emotions – we can see that when cus-
tomers rate their experience of PostNord
40%
32% in Norway. For example, they are irritated
if they receive poor information about
when the parcel will be delivered. As
20%
carriers, we must work even more closely
with e-retailers in order to improve the
0 customer experience.
That a That shipping That I can That I can That the product That I can
delivery date is is free choose how choose the can be delivered change the type
provided the item will be delivery date for within three of delivery during
delivered home delivery business days the delivery time
E-commerce in the Nordics 31Spotlight on: Finland
Percentage Percentage Estimated EUR Percentage Percentage Percentage
that shops that shops amount that that shops via who did who did in-store
online every online from each Internet Mobile phone research online research before
month* abroad each consumer each month*** before buying buying online***
48% month** spends online
37% in-store***
16%
38% per month**
21%
158
Leaders in shopping from abroad
Finnish e-commerce consumers esti- Finns who grew up with digital technology, three most popular countries from which
mate spending a total of EUR 2.8 billion the gap between Finland and the rest of to shop are China and Germany followed
online in 2018. Finland is the Nordic e-com- the Nordics may closing. Finns between by the historically significant trade partner
merce market with perhaps the greatest ages 18 and 29 years old shop online with Sweden. One factor that drives Finns
growth potential for the coming year, as Mobile phones to a greater degree than to shop online from abroad is that the
lessons can be taken from more mature their equivalents in Norway and Den- number of domestic “pure players” today
markets, which creates opportunities for mark, for example. Finnish seniors are also is relatively small compared to many of
catching-up effects. The average purchase catching up in terms of percentage, and their neighboring countries. An overview
amount per e-commerce consumer in Fin- in 2018 almost one out of four Finnish of the most popular products to buy
land is currently the lowest in the Nordic re- e-commerce consumers over the age of online among Finns shows that fashion
gion, and one barrier that has contributed 65 shopped online with a Mobile phone. takes a clear first place. Almost one out of
to slightly lower e-commerce maturity is Finns also stand out for shopping onli- four Finns buys fashion items online from
that it has taken time for the older Finnish ne from abroad more than other Nordic domestic players, while the share that pur-
generation to adopt the e-commerce residents. In 2018, two out of five Finnish chase from players abroad is significantly
trend. With help from a new generation of consumers shopped from abroad. The greater.
32 E-commerce in the NordicsYou can also read
