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Credit card was the leading shopping payment method in Denmark in 2025, preferred by about a third of e-commerce users. Mobile payments, such as MobilePay, came in second as most used, with ** percent of respondents. 

Zalando leads the way

In Denmark, e-commerce sales of local online retailers reached over *** billion Danish kronor in 2023. In comparison, sales from foreign retailers amounted to around ** billion Danish kroner. Even if the market presence of cross-border retailers is limited, the German online fashion retailer Zalando was the leading e-tailing company in 2024, with approximately *** percent of the market share.

A penchant for fashion

In 2024, over ** percent of online shoppers purchased clothing and sports equipment, illustrating the popularity of fashion e-commerce in Denmark. However, the value of online fashion sales varies from season to season. In the months leading up to some of the major national holidays - which take place in the second and fourth quarters of the year - Danes tend to spend more on fashion and accessories.