Denmark, e-commerce and logistics
E-commerce continues to be a growing market in Denmark. Here’s everything you need to know about e trade and shipping there.
Why Denmark?
The Danish e-commerce market is one of the more established markets in Europe. Danes are frequent users of both mobile phones and computers, which is exhibited in their interest in e-commerce.
In 2024, e-commerce revenue in Denmark is estimated be worth around 7.6 billion euros. By 2028, online retail revenue is forecast to hit 10 billion euros. This growth reflects the increasing popularity of online shopping, with many consumers now choosing to purchase most of their goods and services digitally.1
The e-commerce landscape
The maturity of the Danish online shopping market is reflected in the way that the Danes choose to shop. Many companies offer click-and-collect, enabling customers to pick a product online and later pick it up in store. Live digital shopping and video shopping are also becoming more common in Denmark. As much as 27% of Denmark’s pensioners have tried the option of picking up their e commerce parcel in store.
Fashion e-commerce is increasingly popular. In 2022, almost 70% of online shoppers purchased clothing and sports equipment. However, the value of online fashion sales varies from season to season. In the months leading up to some of the major national holidays - which take place in the second and fourth quarters of the year – Danes tend to spend more on fashion and accessories. 4
Opportunities
Although e-commerce sales of local online retailers in Denmark reached nearly DKK 128 billion (USD 17 billion) in 2022, sales from foreign retailers made just DKK 52 billion (USD 6 billion). Even though the market presence of cross border retailers is limited, Zalando – the German clothing giant – was the leading e-tailing company in 2022, with approximately 6% of the market share.5 This signifies a promising outlook for overseas sellers. The meteoric rise of Chinese e-commerce players like Temu and Shein suggests there may be more growth in the international retail sphere ahead.
There is strong evidence to suggest that Danish consumers prefer to engage in fast-paced consumerism on mobile devices. Temu was the most downloaded shopping app in Denmark in 2023, which is quite surprising as it only launched in Europe in April 2023. The fast-fashion marketplace Shein ranked second with approximately 600,000 app downloads (Denmark has only a population of around five million people).6
Most popular products bought online in Denmark
Most commonly bought products online
Based on your last e-commerce purchase - what kind of product did you buy?
In 2023, approximately 30% of Danish consumers made their last online cross-border purchase from China.7
Logistics
All goods being imported from a foreign country into Denmark need to be declared to the Danish Customs Agency (Toldstyrelsen). It is this customs agency that applies necessary duties for all goods and services.
Denmark is a member of the EU, so goods arriving at the country from the UK will be subject to the same customs rules and requirements as any other EU member state.
You can familiarise yourself with the weights and prices of sending a package to Denmark using our helpful shipping rates chart .
Keep in mind
As of July 1, 2021, changes were introduced to the way that VAT is charged on online sales, whether consumers buy from traders within or outside the European Union. Prior to these changes, goods imported into the European Union valued at less than 22 euro by non-EU companies were exempt from VAT. This exemption has now been lifted so that VAT is charged on all goods entering the European Union – just like for goods sold by EU businesses.
What our experts say
“Online shopping is common practice in Denmark, with the right approach, you could establish your own market share.”
Ben Bagnulo, CEO, SAMOS.
To find out more about how SAMOS can help you achieve fast and cost effective deliveries to Denmark get in touch today
1. https://www.statista.com/topics/8837/e-commerce-in-denmark/#topicOverview
2. https://ecommercenews.eu/ecommerce-in-europe/ecommerce-in-denmark/
3. https://ecommercenews.eu/ecommerce-in-europe/ecommerce-in-denmark/
4. https://www.trade.gov/country-commercial-guides/denmark-ecommerce
5. https://www.trade.gov/country-commercial-guides/denmark-ecommerce
6. https://www.statista.com/topics/8837/e-commerce-in-denmark/#topicOverview
7. https://www.statista.com/topics/8837/e-commerce-in-denmark/#topicOverview