Digital Marketing Researches & Reports

E-Commerce in the Nordics, 2018 | PostNord

E-Commerce & Retail | Nordics

E-commerce is showing sustained growth and has become a natural part of daily life for most Nordic residents. Nordic e-commerce grew by 11% in the first six months of 2018 compared with the same period last year. Six out of ten people in the Nordic region, which equates to 12 million consumers, shop online each month in the Nordic countries.

PostNord is following the growth of e-commerce in the Nordic region and regularly publishes a number of reports describing its progress. This report surveyed nearly 54,000 consumers to investigates their online shopping behaviour.

The Top-line Findings of the E-Commerce in the Nordics in 2018:

  • Sweden dominates the highest proportion of online shoppers, with two out of three people on average make purchases at least once a month. This is compared to about six out of ten in Norway and Denmark and only about half of the consumers in Finland.
  • Young people shop online to a much greater extent than older people, with consumers in the 30-49 age group shopping online most of all.
  • Fashion is the most popular category of goods among Nordic consumers, followed by media, home electronics, and health/cosmetics.
Percentage of consumers who shopped online in the Nordic Region - Norway, Sweden, Finland, Denmark - E-Commerce in the Nordics, 2018 - PostNord

Percentage of consumers who shopped online in the Nordic Region

The Content of “E-Commerce in the Nordics, 2018” Report:

  • E-Commerce Development
    • A Snapshot: Sweden
    • A Snapshot: Denmark
    • A Snapshot: Norway
    • A Snapshot: Finland
  • Delivery Today
  • Returns
  • Delivery Information

Number of Pages:

  • 26 Pages


  • Free


The study is based on consumer surveys conducted on a monthly basis in Sweden, Denmark, Norway, and Finland from January through June. The total number of respondents surveyed was 53,849.


PostNord is the leading supplier of communications and logistics solutions to, from and within the Nordic region. Also ensures the postal service to households and businesses in Sweden and Denmark. With a strong distribution network, they developing options for tomorrow’s communication, e-commerce, distribution and logistics in the Nordic region. The parent company is a Swedish public limited company headquartered in Solna, Sweden.

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