Are Ecommerce Habits Shifting in Denmark? - eMarketer

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Are Ecommerce Habits Shifting in Denmark?

Frequency of purchases made online or via mobile devices was down in Q1 2013

June 24, 2013

Major increases in ecommerce purchase frequency may be a thing of the past in Denmark, according to the April 2013 “Dansk e-handelsanalyse” report by Foreningen for Dansk Internethandel (FDIH), an association interested in promoting ecommerce in Denmark.

In some respects, little changed in online shopping habits between Q1 2012 and Q1 2013. Most online buyers ages 18 to 64 said they had bought goods, services, downloads or subscriptions online between one and four times in the preceding month. Notably, though, the proportion of shoppers buying five or more times in Q1 2013 had dropped by almost half, compared with a year earlier.

Number of Purchases Made Online* by Online Buyers in Denmark, Q1 2012 & Q1 2013 (% of respondents)

FDIH also reported a decline in the number of online buyers using mobile devices to complete a purchase in Q1 2013, compared with Q1 2012. In the beginning of 2012, 16% reported making a mobile purchase. By Q1 2013, that percentage had slipped to 13%.

Increasingly complex shopping patterns may be partly responsible for the fall in online buying. The FDIH study noted that 40% of online buyers surveyed said they often researched products on the internet and then bought them in a store. Another one in five said they did this very often—meaning that 60% of all online buyers in Denmark purchased items in a store despite their familiarity with researching online.

Online Buyers in Denmark Who Research Products Online Before Purchasing In-Store, by Frequency, Q1 2013 (% of total)

A recent decline in some measures of online buying doesn’t mean that ecommerce sales are falling, however—simply that some buyers made fewer purchases. After all, new consumers are joining the ranks of online buyers all the time, and the value of total purchases is rising. eMarketer estimates that online sales in Denmark will reach $6.63 billion this year, an annual gain of 12.4%, and hit $8.50 billion in 2016. But growth in sales is definitely slowing, and is expected to fall below 10% in 2015.

B2C Ecommerce Sales in Denmark, 2011-2016 (billions and % change)

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