In the second quarter of this year, online sales in Denmark increased more than 20 percent compared to the same period last year. This is the strongest growth of online sales across the Nordics. More than 52 online sellers in the country also reported higher revenues than in the second quarter of 2025.
These data come from the latest E-commerce in the Nordics Autumn 2026 report, published by fulfillment company PostNord. In August and September, a total of 4,000 respondents aged between 18 and 79 were surveyed. They are based in Denmark, Finland, Norway and Sweden.
Ecommerce growth in the Nordics
According to the report, ecommerce in Denmark has grown particularly strong in the second quarter. Compared to the same period last year, online retail increased 21.4 percent. Overall retail trade in the country increased 3.3 percent. Low inflation, tax and duty cuts have strengthened the purchasing power of Danish households. This seems to be reflected in the country’s online growth.
Online retail in Denmark in the second quarter increased 21.4% compared to the same period last year
In Finland, online retail increased 9.5 percent compared to the second quarter in 2025. Its overall retail trade increased 3.5 percent. In Sweden, ecommerce increased 8 percent, while total retail increased 6.6 percent. And in Norway, online sales increased 3.6 percent, while total retail actually decreased by 0.8 percent.
85% of Nordics shop online regularly
The report also looked into consumer behavior. In the second quarter of this year, 85 percent of Nordic consumers shopped online monthly. Compared to the same period last year, that is an increase of 2 percent. However, compared to the first quarter of the year, it is a decrease of 1 percent.
Cross-border shopping still popular
And in the past year, 77 percent of Nordics made a cross-border purchase. Compared to last year, that is a slight decrease (of 1 percent). Sweden is the most popular shopping destination for consumers in Finland, Norway and Denmark. But when shopping outside of the region, most Nordics choose China. This is the same result as last year. However, its popularity has fallen from 30 percent in 2025 to 22 percent this year.