Share of online shoppers in Denmark 2016-2023, by age group

In 2023, approximately 85 percent of Danes between the ages of 20 and 39 had purchased something online in the three months preceding the survey. In recent years, the proportion of older e-commerce users, aged 60-74, has risen from 52 percent to 67 percent between 2016 and 2023. Domestic vs. cross-border online shoppingMost e-commerce sales in Denmark come from local online retailers. In 2022, e-commerce sales from Danish merchants amounted to nearly 128 billion Danish kroner, equaling around 17 billion euros. In contrast, only around 52 billion Danish kroner, or nearly seven billion euros, came from websites based outside of the country. This emphasizes the fact that Danish consumers prefer to shop domestically, favoring national sellers (85 percent), over those from other EU countries (40 percent) and from non-EU countries (12 percent). It's all about mobile commerceSmartphones have become the most convenient way to shop and make purchases. Mobiles are the most popular online shopping device in Denmark, even outranking PCs. Around one in five shoppers usually makes major new purchases directly via smartphones and tablets and manages recurring orders via these devices. With the increasing popularity of mobile commerce, people rely heavily on apps to do their shopping. In 2022, Netto ranked as the most downloaded shopping app in the nation, followed by Shein and Too Good To Go.

于2023年，约85%的20至39岁的丹麦人已在调查前的三个月内在线购买过商品。近年来，60至74岁资深电子商务用户的比例自2016年的52%上升至2023年的67%。在丹麦，国内电子商务与跨境电子商务相比，大多数电子商务销售额源自本地在线零售商。2022年，丹麦商家的电子商务销售额达到近1280亿丹麦克朗，约合170亿欧元。相比之下，来自国外网站的商品销售额约为520亿丹麦克朗，或近70亿欧元。这一数据凸显了丹麦消费者倾向于国内购物，更偏好本国卖家（占比85%），而非欧盟国家（占比40%）和欧盟以外国家（占比12%）的卖家。移动电子商务日益盛行，智能手机已成为购物和购买的首选便捷方式。在丹麦，智能手机是最受欢迎的在线购物设备，甚至超越了个人电脑。大约五分之一的消费者通常通过智能手机和平板电脑直接进行重大新购物的决策，并通过这些设备管理重复订单。随着移动电子商务的日益流行，人们越来越依赖应用程序来完成购物。2022年，Netto成为全国下载量最高的购物应用程序，其次是Shein和Too Good To Go。