A big majority of customers within the Nordics store on-line usually. Within the 30 days main as much as the most recent analysis, 83 p.c of them stated to have shopped on-line. Cross-border purchasing is rising in 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 customers 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 keeping with the report, extra Nordic customers had been purchasing on-line within the final 30 days in 2025 than a 12 months earlier. Within the 2024 report, that share was nonetheless 82 p.c.
73% of Nordics store cross-border
The analysis additionally seemed into cross-border purchasing, amongst different issues. This 12 months, 73 p.c of customers made a web-based buy from overseas over the past 12 months. And 32 p.c purchased second-hand objects on-line throughout final month.
No less than 48% of customers within the Nordics store overseas month-to-month
And taking a look at common cross-border purchasing, there’s additionally a rise. No less than 48 p.c of Nordics are shopping for overseas month-to-month. A 12 months earlier, that was nonetheless 44 p.c.
China hottest amongst cross-border customers
China is the preferred nation to buy in, for all Nordic customers. In Norway and Sweden, 30 p.c of customers stated that their final cross-border buy got here from China. In Finland, that share was 22 p.c and in Denmark it was 21 p.c.
There aren’t any variations between women and men, they store on this nation in the identical diploma. Nevertheless, there are notable variations in age teams. Customers of fifty years outdated and older are probably the most frequent customers in China. The curiosity in purchasing there has elevated on this age group, in comparison with a 12 months earlier. On the similar time, youthful customers are purchasing there much less usually.
Additionally order overseas at different international locations
Germany can be fairly fashionable amongst Nordic customers, although much less fashionable than China. Among the many Danish, 24 p.c of customers positioned their final cross-border buy in Germany. The share is smaller in Finland and Sweden, with 18 and 17 p.c, respectively. In Norway, it’s even decrease (7 p.c).
Nordic customers principally store cross-border in China, Germany and different European international locations
Nordic customers 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 keeping with the report, there are variations in cross-border purchases when wanting on the product classes which can be being purchased. For instance, pastime objects like yarn and stitching equipment are fashionable to purchase from China. And pet provides are sometimes purchased in Germany.
