eCommerce market in Denmark

Denmark is the 26th largest market for eCommerce with a predicted revenue of US$16,077.8 million by 2024, placing it ahead of Saudi Arabia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.0%, resulting in a projected market volume of US$18,832.7 million by 2028. With an expected increase of 7.0% in 2024, the Danish eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Denmark, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Danish eCommerce market. Hobby & Leisure is the largest market and accounts for 25.4% of the Danish eCommerce revenue. It is followed by Electronics with 20.9%, Fashion with 18.2%, Furniture & Homeware with 11.6%, Care Products with 9.3%, DIY with 9.0%, and Grocery with the remaining 5.6%.

Monthly revenues

Monthly revenues in the Danish eCommerce market

The monthly eCommerce revenue of the Danish eCommerce market was US$1,369 million in October 2024. This refers to a growth of 15.3% compared to September 2024. Within the last 12 months, the monthly revenue share was the highest in November 2023 with 10.8% of the total 2023 revenue of the Danish eCommerce market and the lowest in February 2024 with 7.1% of the total 2024 revenue.

Revenue Last Month

US$1,368.7m

The eCommerce revenue grew by 15.3% from September 2024 to October 2024.

10-2024+15.3%

Monthly revenue shares in the last 12 months

in %
0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)78.097.64.334.47.379.665.321.030.365.595.040.1

Market development

eCommerce revenue development in Denmark

Denmark is the 26th largest market for eCommerce with a predicted revenue of US$16,077.8 million by 2024, placing it ahead of Saudi Arabia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.0%, resulting in a projected market volume of US$18,832.7 million by 2028. With an expected increase of 7.0% in 2024, the Danish eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Denmark, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Danish eCommerce market. Hobby & Leisure is the largest market and accounts for 25.4% of the Danish eCommerce revenue. It is followed by Electronics with 20.9%, Fashion with 18.2%, Furniture & Homeware with 11.6%, Care Products with 9.3%, DIY with 9.0%, and Grocery with the remaining 5.6%.

eCommerce revenue development in Denmark

in million US$

eCommerce revenue growth in Denmark

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)46.120.223.449.184.189.37.518.6

Online share

eCommerce online share in Denmark

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Danish retail market, the online share is 16.0% and will increase by an average of 11.0% to 24.3% by 2028.

eCommerce online share in Denmark

in %
20202021202220232024202520262027
Online share (in %)66.4%73.2%30.2%19.3%85.0%0.0%58.4%65.1%

Top stores

Top five online stores in Denmark by net sales 2023

The biggest player in the Danish eCommerce market is zalando.dk. The store had a revenue of US$297.8 million in 2023. Store rankings include every store that generates revenue in Denmark. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Denmark was considered.

eCommerce net sales generated in Denmark in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Danish eCommerce market

With 98.5% Mastercard the most commonly offered payment method of all online stores in the Danish eCommerce market in 2023. Like Mastercard VISA with a share of 98.2% and Dankort with a share of 66.4% the payment type Cards is the most common used by online retailers in in the Danish eCommerce market in 2023. Other commonly used payment methods in that market are MobilePay (E-wallets) with 42.0% and PayPal (E-wallets) with 32.1% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Danish eCommerce market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Danish eCommerce market

With 54.8% of all online retailers using GLS the most common shipping service provider in the Danish eCommerce market in 2023 closely followed by PostNord, utilized by 54.2 of online retailers. Other shipping service providers, including Dao, DHL, and Bring, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the Danish eCommerce market

in %

Shop Software Solutions

Top 5 used shop software solutions in the Danish eCommerce market

In the Danish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2023. None of the major shop software solution, including Magento, Shopify, and Salesforce Commerce Cloud, have been able to secure a market share exceeding 13.9%, suggesting a diversified market with numerous players holding smaller stakes.

Top 5 used shop software solutions in the Danish eCommerce market

in %