Ecommerce's All-Hours Availability Key to Popularity in Nordics - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Ecommerce's All-Hours Availability Key to Popularity in Nordics

Six in 10 adults shop digitally each month

March 15, 2017 | Retail & Ecommerce

Retail ecommerce has become commonplace in the Nordic countries, with approximately six in 10 internet users ages 18 to 79 having made a purchase digitally in an average month in 2016, according to a study by PostNord. For most, shopping on their own schedule was the deciding factor in choosing ecommerce over an in-person purchase.

According to the survey, adult digital buyers in the Nordics overall were most likely to cite the ability to purchase “when it suits me” as their top reason for buying a product online instead of at a physical store.

Primary Reason that Digital Buyers in Select Nordic Countries Purchase Products Digitally*, Dec 2016 (% of respondents)

That sentiment was strongest in Denmark, cited by 43% of respondents, but was also the top response in Sweden and Norway.

In Finland, however, access to a larger and better assortment of products narrowly outranked cheaper prices as ecommerce’s primary advantage over in-person shopping, while shopping when it suited was a close third.

Finland was the regional outlier by other measures as well, PostNord found.

For one, it had the lowest rate of average monthly ecommerce activity—just under half of respondents (49%) in Finland were digital buyers, compared with Sweden’s 67% and the region’s 62% average. It also had the lowest monthly average (between June and December 2016) for the percentage of respondents who had made a retail ecommerce purchase via mobile phone, at 19%.

At €135 ($149), Finland had the smallest average monthly value for the amount spent on retail ecommerce purchases by each digital buyer. Norway, the regional leader by this measure, had an average of €173 ($191) per person. All told, Finland contributed €3.2 billion ($3.54 billion) to the region’s €21.9 billion ($24.23 billion) in retail ecommerce sales in 2016.

—Cliff Annicelli

New in eMarketer PRO This Week

Report: Q1 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content. Our goal is to provide a summary of key developments each quarter on a need-to-know basis. Preview Report

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.