E‑commerce in Denmark
Denmark is one of the most digitally advanced and most purchasing markets in Europe. The population is tech-savvy, e-commerce growth remains high and Danes show a strong preference for convenient, mobile and sustainable shopping experiences.
Der Danish market auf einen Blick
Second strongest purchasing power in Scandinavia
Denmark is one of the most digitally advanced and affluent markets in Europe. With around 5.91 million inhabitants and a purchasing power of around 31,162 euros per capita (3rd place in Europe, 2nd place in Scandinavia), the country offers ideal conditions for e-commerce.
Online behavior and cross-border shopping
- Around 91% of internet users buy online regularly.
- The average monthly online turnover per capita is around 243 euros - the highest figure in Europe.
- 73% of online buyers placed cross-border orders in the last year - particularly frequently from Germany and China.
- Sustainability plays an important role: 80 % take ecological aspects into account when buying online.
Preferred payment methods
Danish consumers prefer fast, secure and mobile payment options. MobilePay is established nationwide and is also used for recurring payments and invoices - an important factor for conversion rates.
- Credit/ debit card (Dankort, VISA, Mastercard): 46 %
- MobilePay (Vipps MobilePay): 44 %
→ 92 % of the population has access to MobilePay - PayPal: 3 %
- Contactless payment with ApplePay & GooglePay is gaining in importance
Popular product categories and marketplaces
Fashion & clothing dominate Danish e-commerce with a market share of around 31% - followed closely by health & beauty with approximately 24%. Books & media (12%), electronics & home appliances (11%) and foods & drinks (9%) are among the most popular categories. Furniture & living complete the circle of the most popular product segments with 6%.
Popular marketplaces
- Zalando.dk - fashion
- Apple.com - electronics
- Elgiganten.dk - electronics & home appliances
- Ikea.com - furniture & living
- Matas.dk - drugstore & beauty
- Trendsales - second-hand fashion
Logistics and delivery
Logistics is a key competitive factor in Denmark. The majority of buyers expect transparency, predictability and sustainable options.
- Delivery preferences:
55 % prefer home delivery
45 % prefer pickup at service points - Delivery time: 2-3 days are considered standard; express deliveries are appreciated
- Expenses: Only 21 % expect free shipping in general - many are willing to pay for reliable delivery
- Leading last-mile-carrier: PostNord
The expansion of sustainable delivery models (e.g. with electric vehicles or CO₂ compensation) is increasingly playing a role in purchasing decisions.
Digital, demanding, fast-growing
Danish e-commerce is characterised by a high level of digitalisation, strong purchasing power and clear expectations: mobile use, fast and flexible logistics, transparent returns processes and sustainable delivery options are standard. Fashion, electronics and beauty are in particular demand — characterised by strong players such as Zalando, Apple and Elgiganten. Those who meet these requirements create the basis for sustainable success in the Danish market.
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Kurze Abwicklungszeiten
Bieten Sie Ihren Kunden in Europa eine herausragende Customer Experience – durch kürzeste Abwicklungszeiten, individuelle Versandoptionen für jedes Zielland und Zustellungen durch die beliebtesten Last-Mile-Carrier.
Nahtlose Integration
Dank einfacher API-Integration fügen sich unsere Services nahtlos in Ihr bestehendes Set-Up ein – flexibel, individuell und mit minimalem technischen Aufwand.
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Mit Hilfe eines intuitiven Dashboards behalten Sie den Status Ihrer internationalen Sendungen in Echtzeit im Blick – mit automatisierter Datensynchronisation für maximale Transparenz.
Partner, die unsere Lösung im Danish market ergänzen
VDS Fulfillment
VDS Fulfillment offers tailor-made eCommerce logistics solutions centrally from the heart of Germany: fulfilment, personalisation, shipping of advertising materials - all from a single source.
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FineCom
FineCom is your fulfilment partner for e-commerce, returns & value-added services - personal, innovative & with a real hands-on mentality.
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B&S Logistik
B+S GmbH Logistik und Dienstleistungen, based in Borgholzhausen, is a full-service provider for customised logistics and service concepts. byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and
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Byrd
byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and significantly improve their customer experience.
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plentyONE
plentyONE is the all-in-one platform whose range of functions covers the entire depth and breadth of the digital value chain in e-commerce - scalable & smart.exporto as a direct point of contact
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T4DT
T4DT GmbH develops smart software solutions and optimizes business processes with a focus on automation and artificial intelligence
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Taxdoo
Taxdoo automatisiert Buchhaltung und Umsatzsteuer für Onlinehändler – GoBD-konform, DATEV-ready und ideal für EU-Meldungen. Weniger Aufwand, mehr Transparenz.
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Mit unserer End‑to‑End‑Lösung bekommen Sie alle Services aus einer Hand: Logistik, Steuer, Zoll und Software. Alles perfekt aufeinander abgestimmt und so einfach wie "Plug & Play".
Marvin Schwarz
Senior Business Development Representative
