eCommerce market in Norway

Norway is the 35th largest market for eCommerce with a predicted revenue of US$9,334.4 million by 2024, placing it ahead of Finland. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 8.9%, resulting in a projected market volume of US$13,134.4 million by 2028. With an expected increase of 11.2% in 2024, the Norwegian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Norway, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Norwegian eCommerce market. Fashion is the largest market and accounts for 37.5% of the Norwegian eCommerce revenue. It is followed by Electronics with 16.2%, Care Products with 12.3%, Grocery with 11.8%, Hobby & Leisure with 11.3%, DIY with 6.5%, and Furniture & Homeware with the remaining 4.3%.

Market development

eCommerce revenue development in Norway

Norway is the 35th largest market for eCommerce with a predicted revenue of US$9,334.4 million by 2024, placing it ahead of Finland. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 8.9%, resulting in a projected market volume of US$13,134.4 million by 2028. With an expected increase of 11.2% in 2024, the Norwegian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Norway, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Norwegian eCommerce market. Fashion is the largest market and accounts for 37.5% of the Norwegian eCommerce revenue. It is followed by Electronics with 16.2%, Care Products with 12.3%, Grocery with 11.8%, Hobby & Leisure with 11.3%, DIY with 6.5%, and Furniture & Homeware with the remaining 4.3%.

eCommerce revenue development in Norway

in million US$

eCommerce revenue growth in Norway

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)0.834.34.188.047.477.950.062.9

Online share

eCommerce online share in Norway

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 Norwegian retail market, the online share is 17.3% and will increase by an average of 7.3% to 22.9% by 2028.

eCommerce online share in Norway

in %
20202021202220232024202520262027
Online share (in %)24.1%24.1%51.9%86.2%63.2%29.3%60.9%95.4%

Top stores

Top five online stores in Norway by net sales 2023

The biggest player in the Norwegian eCommerce market is elkjop.no. The store had a revenue of US$361.3 million in 2023. Store rankings include every store that generates revenue in Norway. 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 Norway was considered.

eCommerce net sales generated in Norway 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 Norwegian eCommerce market

The Norwegian eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with VISA (Cards) covering the largest share with 97.1% of all online stores checked. Other offered payment methods in the Norwegian eCommerce market in 2023 are Mastercard (Cards) with 97.1%, Klarna (Invoice) with 39.0%, and Klarna (Installment) with 31.7%. With 29.3% Vipps (E-wallets) has already a significantly smaller coverage compared to VISA (Cards).

Top 5 offered payment methods in the Norwegian eCommerce market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the Norwegian eCommerce market

Despite PostNord's dominant position with 42.4% of online stores opting for its services, the Norwegian eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Posten, Bring, DHL, and Helthjem, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Norwegian eCommerce market

in %

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