Danish online shopping behavior, spring 2025 🇩🇰
Online shopping is growing in Denmark, with slightly more Danes making monthly purchases than before. However, overall shop-ping habits remain stable, and while clothing and footwear are still the top category, its popularity is declining.
The top product categories are strongly shaped by gender-specific preferences, with the exception of clothing and footwear, which is popular among both genders. Home electronics are primarily purchased by men, while beauty and health products are more commonly bought by women. Overall, women’s online shopping tends to focus more on self-care, while men’s online shopping is more orien-ted towards functionality and entertainment.
When Danes place an order, the ability to choose a preferred pickup location is highly important. An increasing number of Danes consider it a key factor when shopping online, increasing from 76 percent last year to 79 percent this year. Another factor gaining importance is price. There has been a slight increase in the share of Danes who strive towards finding the lowest price possible when choosing where to shop from. Danish and Norwegian consumers are now the most price sensitive consumers in the Nordic region when it comes to selecting online retailers.
