E-commerce continued to see strong double-digit growth in 2021, especially during the closure of shopping centres and department stores early in the year when the new wave of COVID-19 hit Denmark. Online shopping also continued to provide consumers with the opportunity to make purchases without leaving their homes and exposing themselves to the risk of catching the virus.
Despite the growth of foreign e-commerce players such as Zalando and Shein, the overall share of foreign e-commerce sales in Denmark continued to decline in 2021. This trend was partly fuelled by an improvement in the e-commerce service and capabilities of local players, but also by changing consumer preferences.
Following the strong growth in online grocery shopping in 2020 and again in 2021, Danish grocery players continued to improve their online offerings. In March 2021, the hypermarket chain Føtex launched its online grocery delivery service.
Following the very strong growth of e-commerce in 2020, growth is set to be more moderate over the forecast period. However, as many more consumers have discovered the benefits of online shopping, sales will remain high and e-commerce will remain the fastest-growing channel in the period to 2026.
Danish apparel e-commerce players are expected to be increasingly challenged over the forecast period by big international players. Zalando is already the most popular e-commerce player in Denmark and with the recent arrival of Shein, which is becoming very popular especially amongst younger consumers, Danish apparel players must continue to improve their online capabilities and offerings to remain competitive.
As competition in the e-commerce segment continues to increase, players must also find new ways to differentiate themselves. One option is live streaming events whereby stores/brands host live events with influencers talking about and using their products to increase online sales.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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