Nordics: most purchased products online by country 2024| ��ƽ��

Most commonly purchased product categories online in the Nordic countries in 2024

Product category	Denmark	Finland	Sweden	Norway
Clothes (including sport clothing), shoes or accessories	59%	40%	54%	55%
Sports goods (excluding sport clothing)	18%	23%	19%	23%
Children toys or childcare items	18%	9%	13%	12%
Furniture, home accessories or gardening products	30%	16%	21%	23%
Printed books, magazines or newspapers	16%	11%	17%	20%
Computers, tablets, mobile phones or accessories	20%	16%	15%	20%
Consumer electronics or household appliances	20%	9%	13%	19%
Medicine or dietary supplements such as vitamins (e-prescriptions not included)	29%	11%	38%	24%
Deliveries from restaurants, fast-food chains, catering services	43%	27%	22%	44%
Food or beverages from stores or from meal-kits providers	18%	16%	16%	15%
Cosmetics, beauty or wellness products	30%	19%	29%	32%
Cleaning products or personal hygiene products	19%	13%	17%	10%
Bicycles, mopeds, cars, or other vehicles or their spare parts	12%	12%	7%	12%
Other physical goods	37%	26%	19%	36%

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Release date

June 2025

More information

Region

Denmark, Finland, Norway, Sweden

Survey time period

2024

Special properties

online purchases of physical goods in the last three months

Method of interview

Online survey

Supplementary notes

The figures have been rounded.

Citation formats

In the Nordic countries, the most purchased e-commerce product category in 2024 was clothes, shoes, and accessories. 59 percent of Danes, 54 percent of Swedes, 55 percent of Norwegians, and 40 percent of Finns purchased this product category.

Rising e-commerce and the shift to second-hand

Online commerce is becoming increasingly popular worldwide. In 2025, e-commerce accounted for around 19 percent of total retail sales worldwide. In the Nordic countries, e-commerce generated revenues of approximately 41 billion U.S. dollars, with Sweden having the highest figures. However, not all Nordic consumers are interested in only brand-new products, with second-hand product consumption growing in these countries.

The Swedish second-hand lovers

The Swedes are avid consumers of second-hand products, acquiring them through marketplaces more than half of the time and mostly buying clothes and shoes. In 2024, Sweden placed second among selected countries with the highest share of consumers who buy pre-owned goods, only ranking behind the United Kingdom.