Denmark often flies under the radar when people talk about major ecommerce markets—but it shouldn’t. This small but digitally savvy country continues to show strong online shopping trends year after year.
Denmark is the southernmost of the Scandinavian countries. Its official name is the Kingdom of Denmark. According to the International Monetary Fund (IMF), Denmark’s nominal GDP in 2024 was estimated to reach around $412 billion. While it has the lowest GDP among the Scandinavian countries, that doesn’t make it economically weak.
In fact, Denmark ranks 39th – 40th globally in terms of nominal GDP (depending on source), just ahead of Finland.
When it comes to e-commerce, this country is doing quite well. And today, we’ll tell you more about it. We will examine the key aspects of Danish e-commerce.
Let’s begin!
Danish e-commerce overview
Denmark’s e-commerce market is thriving, with a projected revenue of approximately $8.91 billion in 2025. The annual growth rate (CAGR 2025-2029) is expected to show 8.20%, and should result in a market volume of $12.21 billion by 2029.
It’s not surprising that Danish consumers have diverse shopping preferences. The leading Danish e-commerce categories are:
- Hobby & Leisure: 26.0% of the market share
- Electronics: 20.4%
- Fashion: 17.8%
- Furniture & Homeware: 11.7%
- Care Products: 9.4%
- DIY: 8.9%
- Grocery: 5.9%
And what about leading online stores? Well, the Danish e-commerce scene is dominated by both international and local businesses. To the top 5 online stores in Denmark belong:
- Shein: €279 million
- Zalando: €267.3 million
- Apple: €200.6 million
- Elgiganten: €182.2 million
- Ikea: €174.5 million
Here is how the best 10 looks:
Notably, only two of the top ten online stores are local Danish companies, which highlights the significant presence of international retailers in the market.
Going further, let’s check out the online store count in this country. According to Aftership, Apparel leads with 3.5K stores (22.91%), followed by Home & Garden (2.15K stores) and Food & Drink (2.11K stores).
The total number of e-commerce stores in Denmark exceeds 15,000, and shows a healthy level of competition and product variety.
And what powers these stores? Platforms like WooCommerce, Shopify, Magento, PrestaShop, and Wix are commonly used, each supporting everything from small boutiques to enterprise-scale operations.
So here’s a question for you: with all this momentum, where does your brand fit into the Danish e-commerce story?
Danish consumer behavior
Danish society can undoubtedly be considered consumerist. It has a lot of purchasing power that goes with a high-quality lifestyle. Both of these factors contribute to the silhouette of a demanding customer who requires high-quality and innovative products from manufacturers. After all, Danes are consumers who are considered to be one among the most demanding on the Old Continent. They have universal access to the latest technologies and can afford them.
The country stands out with an impressive 99% internet penetration among its population of approximately 5.99 million. As many as 83% of Danish consumers shop online at least monthly, which is a notable increase from 62% in 2019. According to Statistics Denmark the data are similar: in 2024, 82% of Danish customers shop online at least once within the last 3 months.
But the frequency of online shopping varies across age groups. Approximately 42% of individuals aged 18 to 49 engage in online shopping weekly, while only 15% of those aged 65 to 79 do the same. The generational shift towards digital purchasing habits is really seen, though.
What else can be said about Danish customers is that they like to buy from foreign companies, as we have already shown in the graphic. So yes, cross-border shopping is doing well. As far as 54% of Danish consumers shop online from foreign retailers at least once a month. Younger consumers, particularly those aged 18 to 29, are more inclined towards international purchases.
In addition, with increased online shopping also comes increased return rates. In the first quarter of 2024, 33% of consumers returned an online order. But that’s not all – 8% returned more than half of their recent purchases. The highest return rates are observed among the 18-29 and 30-49 age groups.
There are also loyalty programs, which resonate well with Danish consumers. A substantial 75% express satisfaction with their current loyalty platforms, and 50% of brands are considering revamping these programs to enhance customer engagement.
Payments in Danish e-commerce
Denmark is at the forefront of digital payment adoption. As of 2025, 90% of in-store payments are digital, with physical payment cards being the most commonly used method. However, mobile payments have gained significant traction in recent years, reshaping the card payment market in Denmark.
In the realm of e-commerce, the preferred payment methods are:
- Cards: 49%
- E-wallets: 29%
- Bank transfers: 7%
- Cash: 1%
- Other methods: 14%
We can see the dominance of card payments, with a significant portion of consumers also utilizing e-wallets and bank transfers.
Cards are really strong in Denmark. Denmakrs Nationalbank also shows them as the most used payment method in physical commerce, when using a mobile wallet solution.
The Buy Now, Pay Later (BNPL) market is experiencing robust growth in Denmark. In 2025, the BNPL market is expected to grow by 11.9% annually, reaching $6.31 billion. This upward trajectory is projected to continue, with the market forecasted to expand to approximately $9.50 billion by 2030.
Plus, Denmark’s integration into the TARGET Instant Payment Settlement (TIPS) system in March 2025 marks a significant advancement in the country’s payment infrastructure. This integration means a lot. It facilitates the settlement of instant payments in central bank money, enhancing the efficiency and speed of transactions
Social media in Denmark
Denmark is a digitally connected nation. As of January 2025, 78.3% of the population (approximately 4.69 million people) are active on social media. Among adults aged 18 and above, this figure rises to 86.2%.
In February 2025, the most popular platforms include:
- Facebook: 4.85 million users (81.6% of the population)
- Messenger: 3.73 million users (62.8%)
- Instagram: 2.89 million users (48.7%)
- LinkedIn: 930,000 users (15.6%)
So yes, Facebook remains the most visited social media website in Denmark, followed by Reddit and Instagram. Moreover, in terms of market share, Facebook leads with 80.73%, followed by Pinterest at 6.86%, and Instagram at 5.9%.
Interestingly, 94% of Danish children have a social media profile before the age of 13, with many starting as early as 10. Many discussions sparked about the impact of early social media exposure.
With such high engagement, one might wonder: How can businesses effectively reach and engage with Danish audiences on these platforms?
Danish logistics
If you are betting that the logistics in Denmark are very high-tech, then you are right. The country’s strategic location and advanced infrastructure make it a pivotal hub in the Nordic region. But let’s go to the numbers.
The Nordics Freight and Logistics Market is projected to reach $76.38 billion in 2025, with Denmark playing a crucial role in this expansion. The market is expected to grow at a CAGR of 3.74% to reach $91.80 billion by 2030!
Major players in Denmark’s logistics sector include Maersk, DHL, DB Schenker, DSV, and LEMAN. They offer a range of services from freight forwarding to warehousing.
Denmark’s road freight logistics market is also on an upward trajectory, projected to grow at a CAGR of 1.92% between 2025 and 2030. The country’s extensive road network, spanning over 73,000 km, facilitates efficient transportation.
In the realm of third-party logistics, Denmark’s biopharmaceutical logistics market generated a revenue of $1,917.4 million in 2024 and is expected to reach $2,687.1 million by 2030 (growing at a CAGR of 5.9%). The non-cold chain logistics segment was the largest revenue generator in 2024.
Moreover, Denmark’s logistics infrastructure is highly regarded, with a Logistics Performance Index score of 4.1 out of 5 in 2022. The score reflects the quality of trade and transport-related infrastructure.
As we can see, with these developments, Denmark continues to strengthen its position as a logistics powerhouse in Europe.
To sum up
So, what did we learn about Danish e-commerce?
It’s thriving. It’s fast. And it’s full of opportunity.
People in Denmark are online constantly. They shop often, they return things freely, and they’re happy to buy from both local and international stores. Cards are still the go-to payment method, but mobile wallets and BNPL are catching up quickly.
Social media? Practically everyone’s on it. Facebook still leads, but Instagram and Messenger aren’t far behind. And when it comes to logistics, Denmark delivers. Literally. Whether it’s road freight, pharma shipping, or next-day parcel drop-offs, the infrastructure’s in great shape.
The real question is: where do you fit into this picture?
If you’re eyeing the Danish market, now’s a pretty great time to step in. There’s a solid customer base, clear digital habits, and strong backend support. Just make sure you’re ready to meet their expectations—fast service, smooth returns, and solid online experiences.
We have hope that you will find these several tips helpful enough to conquer the Danish e-commerce market!
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