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Norway's Ecommerce Sales Gain Speed as Holidays Approach

December’s retail ecommerce sales will total more than $580 million

Shoppers in Norway are taking to the internet in ever-greater numbers. Business-to-consumer (B2C) sales via digital channels totaled about NOK20.3 billion (nearly $3.49 billion) during Q3 2013, according to the “Norwegian Ecommerce Barometer Q3 2013” prepared by TNS Gallup Norway for the Enterprise Federation of Norway. Each quarter, the “Barometer” reports on the ecommerce activities of 1,000 consumers ages 18 and older.

Inevitably, some categories of products and services were more crucial than others in driving revenues. For example, holiday and leisure travel made up 19% of purchases in the period but generated half of all ecommerce sales. Computers, home electronics and white goods accounted for 8% of all purchases and 10% of revenues, while clothes, shoes and accessories represented 12% of all purchases but just 7% of revenues.

Among the most popular items, music, films and computer games accounted for 10% of internet purchases but only 1% of revenues.

Norway’s consumers are still happiest making their digital buys via PC. In fact, such transactions accounted for an estimated 86% of Q3 2013 purchases. Tablets were used in 9% of purchases, and less than 4% were carried out on mobile phones.

The Enterprise Federation of Norway also released projections for overall Christmas spending, including offline and online. According to these estimates, December retail sales will rise 2.5%, hitting NOK50.5 billion (nearly $8.68 billion) for the first time.

December’s retail ecommerce sales (excluding services such as travel bookings) will total an estimated NOK3.4 billion (more than $580 million), of which NOK1 billion (nearly $172 million) will likely be spent on non-Norwegian websites.

A spokesman for the Enterprise Federation of Norway commented that the country’s consumers were increasingly comfortable with digital shopping and buying, especially as more retailers were making the move to sell online. And data from Nets released earlier this year indicated that Norway was the leading Nordic country in terms of B2C ecommerce sales, claiming 36% of all sales in select Nordic countries—the No. 1 share among those included.

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