Norway's B2C Ecommerce Market Continued to Thrive in 2014 - eMarketer

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Norway's B2C Ecommerce Market Continued to Thrive in 2014

Goods accounted for the majority of purchases made in Q4

April 7, 2015

Norway’s already booming ecommerce market continued to experience strong growth in 2014. According to a March report from the Enterprise Federation of Norway and TNS Gallup Norway, internet users in the country spent more than NOK69 billion ($10.95 billion) on digital purchases of goods and services last year, and approximately one-quarter (24.5%) of that amount was spent during the fourth quarter.

B2C Ecommerce Sales in Norway, Q1-Q4 2014 (billions of Norwegian kroner)

In all, business-to-consumer (B2C) ecommerce sales in Norway reached NOK16.9 billion ($2.68 billion) during Q4 2014. While the fourth quarter was the strongest quarter in terms of the number of digital purchases made (15.8 million), Q1 saw the highest sales, at NOK19.0 billion ($3.01 billion). Part of the reason for this is that consumers in Norway tend to plan holiday travel during the first quarter of each year, while digital spending in the fourth quarter is generally associated with purchases of retail goods for gifts. As travel-related items tend to be more expensive, this results in a sales spike in the beginning of the year even though fewer purchases are made.

The impact of the holiday shopping season on ecommerce in Norway can also be seen when looking at how large a share of purchases were devoted to either goods or services just in Q4. According to the research, goods accounted for 71% of purchases made during the period, while services, which include holiday and leisure travel, represented only 24%. Sales were more evenly divided between the two categories, at 49% and 46%, respectively.

Goods vs. Services Share of B2C Ecommerce Sales and Purchases in Norway, Q4 2014 (% of total)

The Enterprise Federation of Norway estimated that B2C ecommerce sales in the country would increase by 15% this year, which is somewhat higher than eMarketer’s estimate of 10.8%. In total, eMarketer expects that ecommerce sales of goods and services in Norway will reach $16.6 billion by the end of 2015.

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