Cross-border shopping marketplaces in Norway - spring 2026 🇳🇴
Norwegians are frequent international shoppers, with almost 8 out of 10 having made a purchase from abroad during the last year. This behavior is consistent across all age groups.
Although a large share of consumers shop from abroad, the frequency of cross-border shopping is declining. Fewer consumers shop weekly and monthly, while more shop quarterly or less often. The most notable shift is among the share shopping less than quarterly, which has increased from 20 percent in 2025 to 24 percent in 2026.
The top list of international marketplaces remains largely unchanged from last year, with Temu as the most popular platform, followed by Zalando. Amazon has dropped in the rankings and now ranks fourth, 12 percent, behind the category “Other,” which often includes circular platforms such as Finn.no and Tise.
Sweden is now the most popular country for cross-border online shopping, replacing China, which ranked first last year. Denmark has entered the top three, pushing the United States out of third place. This shift may reflect a growing preference for closer and more reliable markets, as Nordic countries benefit from faster deliveries, easier returns, and higher consumer trust.
