eCommerce market in Denmark

Denmark is the 38th largest market for eCommerce with a predicted revenue of US$7,121.4 million by 2024, placing it ahead of Portugal. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 2.0%, resulting in a projected market volume of US$7,703.7 million by 2028. With an expected increase of 2.4% in 2024, the Danish eCommerce market contributed to the worldwide growth rate of 7.4% in 2024. Like in Denmark, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Danish eCommerce market. Hobby & Leisure is the largest market and accounts for 25.4% of the Danish eCommerce revenue. It is followed by Electronics with 21.0%, Fashion with 18.3%, Furniture & Homeware with 11.6%, Care Products with 9.3%, DIY with 8.9%, and Grocery with the remaining 5.5%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Danish retail market, the online share is 16.0% and will increase by an average of 11.0% to 24.3% by 2028.

The biggest player in the Danish eCommerce market is zalando.dk. The store had a revenue of US$297.8 million in 2023. Store rankings include every store that generates revenue in Denmark. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Denmark was considered.

With 98.5% Mastercard the most commonly offered payment method of all online stores in the Danish eCommerce market in 2023. Like Mastercard VISA with a share of 98.2% and Dankort with a share of 66.4% the payment type Cards is the most common used by online retailers in in the Danish eCommerce market in 2023. Other commonly used payment methods in that market are MobilePay (E-wallets) with 42.0% and PayPal (E-wallets) with 32.1% of stores offering that payment method to the clients.

With 54.8% of all online retailers using GLS the most common shipping service provider in the Danish eCommerce market in 2023 closely followed by PostNord, utilized by 54.2 of online retailers. Other shipping service providers, including Dao, DHL, and Bring, are employed by a significantly smaller proportion of online retailers.

In the Danish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2023. None of the major shop software solution, including Magento, Shopify, and Salesforce Commerce Cloud, have been able to secure a market share exceeding 13.8%, suggesting a diversified market with numerous players holding smaller stakes.