Circular e-commerce in Denmark, spring 2025 🇩🇰
In Denmark, there is no increase in the share of consumers that have purchased or sold second-hand items. Clothing and footwear dominate the second-hand market, showing a continued demand for pre-owned fashion.
The relatively cool interest in second-hand goods in Denmark contrasts with the broader trend towards sustainability and reusing goods to a greater extent. Denmark is also the only Nordic country in which online second-hand purchases have declined since last year. This is partly due to a decreased interest from 30–49-year-olds, who have become more frequent international e-commerce shoppers during the same period.
Sustainability and low prices are the top reasons for shopping second-hand products in Denmark. Younger consumers increasingly shop second-hand because they think it is more sustainable than buying new products. Additionally, their familiarity with digital platforms makes online resale markets more accessible and appealing. In contrast, older consumers tend to shop second-hand products because they find it cheaper but are generally less active on the circular e-commerce market.
