Deliveries and payments in the Nordics, spring 2024 🇸🇪 🇩🇰 🇫🇮 🇳🇴
When it comes to how factors are when Nordic consumers decide what website to shop from, there are many similarities. However, if one looks closer there are also differences, making each country unique. When ranking and comparing each aspect between the countries, interesting patterns appear.
Swedish consumers are the most complex. In Sweden, consumers prioritize flexible deliveries the most, ranking the possibility to choose where and how their parcels are delivered the highest. However, Swedes in general seem to rate each factor higher than the other Nordic consumers when asked about how important they are when shopping online. Furthermore, when analyzing each factor individually the Swedes are quite scattered, making it dif- ficult to bundle them and pinpoint the Swedish e-commerce consumer preferences in general.
Danish consumers can in many aspects be seen as the “typical Nordic consumer”. When comparing how much the Danish answers deviate from the Nordic average, they have the smallest deviation when excluding each country’s most extreme value. Danes stand out only regarding one of these factors, and that is how important familiarity with the brand is for them when deciding what website to shop from. Danish consumers care at least 20 percent less than the other Northerners about this factor.
Finnish consumers prioritize flexible deliveries to an even greater extent than Swedes and Danes. Among all Nordic consumers, the Finnish deem flexible deliveries the most import- ant factor when deciding where to shop from. Despite flexible deliveries being the most important to the Finnish consumers, quick deliveries are not as important. Consumers in Finland rank quick deliveries consid- erably lower than any other country in the Nordics; 10 percentage points lower than the Nordic average.
Norwegian consumers differ from the rest of the consumers in the Nordic countries as they do not prioritize flexible deliveries the most. Instead, Norwegians consider “lowest possible price” and “free deliveries” the most – in other words, to keep the price for the whole purchase as low as possible. However, the Norwegian consumers still consider flexible deliveries important, as these factors are the highest priority after price.
Nordic shoppers’ payment and delivery choices vary
Deliveries – an important factor for consumers and thereby online retailers Norwegians stand out as they to a far greater extent than other Northerners prefer at home delivery to the mailbox. Many of the other Nordic consumers also prefer home delivery but want the parcel left at the door or at an agreed location.
Sweden is the country where the preferences are most equally distributed among the different delivery methods. In contrast, Norwegians know where they want their parcels delivered – at home to the mailbox or at the door.
Danish and Finnish consumers have a clearly preferred payment method – in contrast, Swedes and Norwegians are more indeterminate. In Sweden and Norway, the distribution of preferred payment methods is relatively balanced. The difference between the fourth and top choices is only 8 percentage points in both countries. Hence, e-commerce retailers operating in Sweden and Norway are facing more complex requirements regarding payments.
