DIY market in Denmark

The Danish DIY eCommerce market is predicted to reach US$1,536.9 million by 2023 and accounts for 9.0% of the total eCommerce market in Denmark. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.7%, resulting in a projected market volume of US$1,920.2 million by 2027. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Market development

eCommerce revenue development in the Garden market in Denmark

The Danish Garden eCommerce market is predicted to reach US$234.4 million by 2023 and accounts for 15.3% of the DIY eCommerce market in Denmark. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 6.7%, resulting in a projected market volume of US$303.9 million by 2027. The Garden eCommerce market is a sub-market of the DIY market. Further categories within the DIY market are: Tools & Construction Supplies, and Vehicle Parts.

eCommerce revenue development in the Garden market in Denmark

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Garden market in Denmark

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 43.5 17.4 97.5 46.1 51.0 51.8 6.9 72.9
AOV (in US$) 0.1 0.8 0.9 0.1 0.6 0.4 0.9 0.9
CVR (in %) 77.3 69.8 5.2 24.8 73.9 95.6 27.8 65.1
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Garden market 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 Garden retail market, the online share is 10.0% and will increase by an average of 3.6% to 11.5% by 2027.

eCommerce online share of the total Garden market in Denmark

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 63.3% 65.0% 6.4% 16.4% 79.0% 67.8% 83.8% 90.1%

Top stores

Top five Garden online stores in Denmark by net sales 2022

With sales in the Danish Garden market, harald-nyborg.dk generated a revenue of US$17.6 million in 2022, which means it is the leading online store in this market. The Garden ranking of Denmark is based on all online stores that generated sales in this market in 2022. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Garden market in Denmark in 2022

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Market definition

Definition of the Garden market within the DIY market

Market definition: DIY > Garden In the category Garden digital channels are used to sell a variety of products, including plants and seeds (e.g flowering plants, fruit trees), gardening accessories (e.g sprinklers, shovels, lawn mowers) and barbecues (e.g. charcoal grills, gas grills, smokers). Not part of the category are garden furniture, fresh cut flowers and bouquets or gardening books. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Plants and seeds (e.g flowering plants, fruit trees)
  • Gardening accessories (e.g sprinklers, shovels, lawn mowers)
  • Barbecues (e.g. charcoal grills, gas grills, smokers)

Out-of-scope

  • Garden furniture
  • Fresh cut flowers and bouquets
  • Gardening books
  • Gardening services