A big majority of shoppers within the Nordics store on-line commonly. Within the 30 days main as much as the most recent analysis, 83 % of them stated to have shopped on-line. Cross-border purchasing is gaining popularity within the area.
Lately, postal group PostNord Worldwide launched the most recent E-commerce within the Nordics Spring 2025 report. It provides an perception into client conduct within the area, in addition to details about shoppers in every nation.
In February and March, the corporate surveyed 1,000 respondents aged between 18 and 79 in Sweden, Finland, Norway and Denmark. In accordance with the report, extra Nordic shoppers had been purchasing on-line within the final 30 days in 2025 than a yr earlier. Within the 2024 report, that share was nonetheless 82 %.
73% of Nordics store cross-border
The analysis additionally regarded into cross-border purchasing, amongst different issues. This yr, 73 % of shoppers made an internet buy from overseas over the past 12 months. And 32 % purchased second-hand objects on-line throughout final month.
Not less than 48% of shoppers within the Nordics store overseas month-to-month
And common cross-border purchasing, there may be additionally a rise. Not less than 48 % of Nordics are shopping for overseas month-to-month. A yr earlier, that was nonetheless 44 %.
China hottest amongst cross-border customers
China is the most well-liked nation to buy in, for all Nordic shoppers. In Norway and Sweden, 30 % of shoppers stated that their final cross-border buy got here from China. In Finland, that share was 22 % and in Denmark it was 21 %.
There aren’t any variations between women and men, they store on this nation in the identical diploma. Nonetheless, there are notable variations in age teams. Customers of fifty years previous and older are essentially the most frequent customers in China. The curiosity in purchasing there has elevated on this age group, in comparison with a yr earlier. On the identical time, youthful shoppers are purchasing there much less usually.
Additionally order overseas at different international locations
Germany can be fairly common amongst Nordic shoppers, although much less common than China. Among the many Danish, 24 % of shoppers positioned their final cross-border buy in Germany. The share is smaller in Finland and Sweden, with 18 and 17 %, respectively. In Norway, it’s even decrease (7 %).
Nordic shoppers largely store cross-border in China, Germany and different European international locations
Nordic shoppers additionally usually store cross-border in different European international locations. The US was additionally talked about, although it ranks the bottom when it comes to cross-border purchases.
Product class determines the place order is positioned
In accordance with the report, there are variations in cross-border purchases when wanting on the product classes which are being purchased. For instance, pastime objects like yarn and stitching equipment are common to purchase from China. And pet provides are sometimes purchased in Germany.
