Digital Shoppers in Denmark Plan Purchases in Advance - eMarketer
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Digital Shoppers in Denmark Plan Purchases in Advance

Expected sales in H2 will push Denmark toward high sales growth

September 8, 2015

According to Foreningen for Dansk Internethandel (FDIH), B2C ecommerce sales in Denmark will reach DKK90 billion ($16.02 billion) in 2015, representing year-over-year growth of 21%. Just over half of these sales, around DKK46.3 billion ($8.24 billion), will come from H2 2015 due to a spike in online shopping during the holiday season.

B2C Ecommerce Sales in Denmark, 2009-2015 (billions of Danish kroner and % change)

In terms of transactions, digital buyers in Denmark will make 164 million web purchases in 2015, with nearly one-third (51.7 million) taking place during Q4. December will be the strongest month of the year for ecommerce in the country, at an estimated 20.5 million purchases and DKK10.4 billion ($1.85 billion) in sales.

As of the end of June 2015, the number of digital purchases made by web buyers in Denmark stood at 69.6 million. Most of these purchases were planned ahead of time, though this varied greatly by product category. While only 15% of digital buyers told FDIH that their last travel purchase was an impulse buy, this figure rose to nearly four in 10 when asked about their most recent purchase of clothing, footwear or jewelry.

Groceries, food and drink represented the highest share of both subscription purchases (7%) and routine purchases (19%), together with health and personal care products. What's interesting is that grocery items were also relatively frequently purchased on the spur of the moment. Exactly 30% of digital buyers in Denmark said that their most recent grocery purchase was made on impulse. This is likely due to the fact that the category included restaurant delivery orders.

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