While most of the attention garnered by European countries engaged in e-commerce goes to the U.K. and Germany, their Nordic neighbors spent nearly €22 billion ($23.4 billion) last year, according to a new report. As a region, e-commerce in Denmark, Finland, Norway and Sweden is driven by the ability to shop cross-border and by consumers’ desire to shop in an omnichannel manner, said the report by PostNord. Sweden led the region, accounting for €8.5 billion ($9 billion) of the total.
Twenty-five percent of all e-commerce purchases made by Nordic consumers were from sites outside their own country, the report noted, and not surprisingly, they are looking to buy from the largest e-commerce markets in the world. The most popular destination for shoppers in the four northern countries is the U.K., followed by China, Germany the U.S. and Sweden (counting only the other Nordics).
According to PostNord, mobile phones have “fundamentally changed” consumer behavior in both traditional trade and e-commerce. “Employing a clear omnichannel strategy appears to be increasingly important if companies are going to keep pace with their competitors,” the Swedish logistics solutions provider said in the report.
- Cross-Border E-Commerce in Established Markets
- Omnichannel Commerce: Implementation and Operational Challeneges