Norwegian e-commerce consumer behavior - spring 2026 🇳🇴
Norwegians are frequent online shoppers, 86 percent have shopped online during the last month, with the youngest consumers shopping most frequently. Place of residence also appears to influence online shopping behavior, as consumers living in major cities tend to shop online more frequently than those living in rural areas. This difference may partly be explained by longer delivery times and higher delivery costs in rural areas.
Overall, online shopping frequency remains relatively stable compared to previous years, with a small decrease in weekly shoppers and a small increase in monthly ones. This shift is mainly driven by consumers aged 30–49, who are shifting from weekly to monthly online shopping.
The top three product categories have remained unchanged over the past three years, with clothing and footwear ranking highest. This category is particularly popular among younger consumers, with 41 percent reporting that their most recent online purchase was clothing or footwear. There are also notable gender differences: women tend to purchase more clothing and footwear as well as beauty and health products, while men are more likely to buy home electronics and sports and leisure products.
