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Denmark experienced a fluctuation in e-commerce revenue growth rates between 2010 and 2020, recording its lowest figure within that period in the latter year amid the COVID-19 pandemic when it grew by *** percent. Forecasts suggest a slight acceleration in online sales in 2021, with revenues amounting to around ** billion euros.

Consumption overview

Online shopping in Denmark grew steadily over the last decade, reaching its peak in 2019, with *** million purchases made over the internet. The most in-demand purchase category was travel, accounting for half of the e-commerce spending that year, followed by physical goods and services.

A monthly ritual in the Nordic countries

In 2018, Sweden had the highest percentage of monthly e-commerce users among the Nordic countries, followed closely by Norway and Denmark. During a survey, more than ** percent of respondents in these three countries said they shopped every month versus less than half of Finns that same year.