E-commerce in the Nordics 2025 – Spring
E-commerce in the Nordic region is showing clear signs of recovery and transformation. After a downturn in 2023, the spring 2025 report from PostNord reveals renewed growth, shifting consumer behavior, and rising demand for flexible and sustainable delivery solutions across Sweden, Denmark, Norway, and Finland.
Key highlights from the report:
1. General market trends
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73% have made an online purchase from abroad during the last year
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48% shop online from abroad every month
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62% paid for their latest delivery
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77% says that the possibility to choose pickup location is the most important factor when choosing where to shop from
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32% of the Nordic consumers have bought second hand items online during the last month
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8 out of 10 consumers are influenced by sustainability factors when shopping online
2. Top cross-border shopping destinations
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Norway: China
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Denmark: Germany
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Finland: Sweden
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Sweden: China
3. Popular product categories
- Clothing is the most popular category across all four Nordic countries.
- Health and beauty products rank second in Denmark, Sweden, and Norway.
- Books and media remain a consistent category across the region.
4. Most common delivery method
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Denmark: 45% prefer service point
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Finland: 37% prefer parcel locker
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Sweden: 32% prefer home delivery to door
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Norway: 31% prefer to letter box
5. Most popular marketplaces
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Norway: Temu
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Denmark: Zalando
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Finland: Zalando
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Sweden: Amazon
Turning insight into action
Nordic e-commerce is growing steadily in 2025, with consumers returning to online shopping more often and with clearer expectations around convenience, price, and sustainability.
Shopping habits are shifting toward mobile use, cross-border purchases, and flexible delivery methods like parcel lockers.
To succeed, businesses must adapt to local preferences, offer flexible delivery, and communicate value and sustainability clearly. The market holds strong potential for those ready to meet evolving consumer demands.
