Danish e-commerce consumer behavior - spring 2026
Online shopping during the last 30 days continues to rise in Denmark. It has increased by 4 percent since last year and marking the third consecutive year of growth, further establishing e-commerce shopping among Danish consumers.
Danes most often shop online monthly, suggesting that e-commerce is used more for planned purchases than impulse shopping, with over 60 percent of recent purchases involving some level of planning. This tendency becomes more pronounced with age. Older consumers aged 65-79 both shop less frequently and plan their purchases more often, while younger consumers tend to act more spontaneous.
Clothes and footwear remain the most popular category, while beauty and health has climbed to third place since 2025, overtaking groceries, which held the position in 2024. However, groceries still rank third among Danes aged 30-49 and 50-64, likely reflecting a more time-pressured lifestyle with greater household responsibilities and purchasing power, making the convenience of online grocery shopping especially attractive to these groups.
