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Digital buyers in Denmark will boost 2013 holiday ecommerce sales to DKK1.2 billion ($207 million)—33% more than in 2012—according to October estimates from Dansk E-handelsanalyse, part of Foreningen for Dansk Internet Handel (FDIH), a national organization promoting better digital services, including ecommerce. Calculations were based on an online survey of the Epinions Denmark panel.
Some 36% of respondents ages 16 to 64 said they expected to buy Christmas gifts on the web, while 29% said they wouldn’t, and 35% were undecided—roughly the same percentages as in 2012.
But the internet will likely account for more seasonal purchases than ever before. One in every four digital buyers looked forward to finding between 60% and 80% of their Christmas gifts online, researchers reported. Just 3% of those polled said they would buy fewer presents on the web than last year.
Leading purchase categories ranged from children’s toys to clothes, shoes, jewelry and cosmetics, digital entertainment (such as films, music and games) and home decor items. Gift vouchers and sports and leisure equipment were also on many consumers' lists. Motives for shopping digitally were similar to those expressed by online buyers around the world. The time-saving aspect was the most frequently mentioned advantage, followed by the ability to avoid the hassle of crowds. Cost savings were important, too.
Of course, digital buying is already a common occurrence in Denmark. eMarketer estimates that nearly 81% of the country’s internet users ages 14 and older made at least one purchase via digital channels in 2013. That proportion is rising gradually, and will approach 84% in 2017.
That said, much of the potential in this market is still untapped. Dansk E-handelsanalyse estimated that ecommerce spending would make up no more than 15% of all Christmas spending in Denmark this year, compared with 12% in 2012. Overall, business-to-consumer sales via digital channels will grow by a projected 12.4%, eMarketer believes, and see double-digit expansion again in 2014.
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