Denmark has a population of around 5.6 million, with an estimated 97% having access to the internet.
Over two thirds of these regularly use the internet for shopping, meaning there is a large and dedicated audience ready to purchase your products online.
- Revenue in the eCommerce market amounts to US$4,477m in 2020 (source).
- Revenue is expected to grow annually by 5.5%, leading to a predicted market volume of US$5,546m by 2024 (source).
- The market's largest segment is Electronics & Media with a market volume of US$1,347m in 2020 (source).
- User penetration is 85.4% in 2020 and is expected to hit 89.0% by 2024 (source).
The results from 2019 show us that the European eCommerce industry is continuing to thrive, with the statistics showing growth to €621 billion by the end of the year (source).
In fact, a number of categories in the report show that Denmark is leading eCommerce growth in categories like Ease of Doing Business Index, highest spending per online shopper and internet penetration index.
What is driving Denmark's
Similar to our e-commerce guide to Sweden, the results from Denmark show this is already a mature e-commerce nation with regular online shopping habits.
Two-thirds of Danes shop online each month, with only Norwegians spending more per capita (source). As with the other Nordic nations, clothing and footwear ("fashion") are the most popular categories, whilst electronics and media products are also ranked highly.
Denmark has the highest penetration of smartphones in the world - with 77% of the population using a smartphone (source). This is reflected in the e-commerce industry, with one in four online purchases in Denmark made using a cell phone.
As the graphic below shows (source), consumers consider clarity and navigability of the shopping process to be of paramount importance, but developing attractive and well-designed mobile experiences to attract new customers should also be a priority for attracting a Danish audience.
Consumer behaviour in Denmark
In contrast to Norway, where we saw fairly low expectations when it came to delivery of goods, the Danes have some of the highest demands.
One in ten expects to receive their goods on the following business day, and three in ten, after two business days (source). This is perhaps because Denmark is a small and relatively navigable country geographically (in comparison to its mountainous Nordic neighbours!) leading to clear expectations among consumers concerning rapid service.
Therefore, a prompt internal service to ensure rapid dispatch of goods and a clear returns policy is vital to impressing a Danish audience and ensuring repeat customers.
"To succeed in the ecommerce market in Denmark, you need to have as attractive a price as possible.The shopping experience must also be convenient, informative and give the consumer full insight into the deliver process."
Postnord in Denmark (source).
Shopping channels in Denmark- which to use?
The growth of current shopping trends are forcing merchants to diversify their ecommerce strategy and to explore channels where people are actively searching for a product, wanting to seek the best possible deal through comparison.
The channel you select is dependent upon what products you are selling. The list we have compiled offers a shortlist of some options for sellers wishing to break into a Danish market specifically.
PriceRunner are a leading shopping comparison site in Sweden, Denmark, France and Germany.
Products can be listed on Pricerunner under two types of categories: price comparison categories and shopping categories. Each category has its own characteristics.
Requirements for Merchants:
- Merchants need to have at least 200 products in their inventory;
- The products listed must all be in new condition;
- It is recommended that you advertise more than 80% of your inventory on Pricerunner;
- All the product feeds on our site are updated on Pricerunner between midnight and 4am each night.
You can check their product feed specifications plus all the recommendations here.
Coolshop is the first Scandinavian Marketplace stretching into seven countries - Denmark, Norway, Sweden, Finland, Germany, Netherlands and United Kingdom.
An online retailer primarily selling video games and consoles at source, Coolshop has begun rapidly expanding its retail categories in recent years - seeking out new opportunities and leading technological development.
Their feed requirements include EAN code, brand, Primary Color and Size - click here to find out more.
Wupti.com is a Danish online store, with over 10,000 item numbers in the assortment, one of Denmark's largest e-shops for the sale of electronics and white goods.
Wupti are known by 90% of Danish shoppers - saving costs for lower prices while continuing to set the benchmark for digital user experiences and customer satisfaction.
Partner ads is a Danish affiliate network active since 2002. They have over 2000 affiliate partners in their focus markets across Denmark, Sweden and Norway.
Merchants can start adversting on Partner ads by uploading their product feeds to Partner-ads in a XML format, you can find out their feed specifications here.
Reaching out to your Danish audience
As the statistics mentioned above show us, there is a rapidly growing number of Danish consumers who are shopping online regularly.
Take the time to select which channel might be right for you. Check out their product categories to see if they support your products categories and consider carrying out a trial campaign to see if you get results.
Looking to expand your reach in Europe?
To find out more about your selling options in Denmark and our
Data feed management solutions, you can simply follow the link below.