The e-commerce boom continued in Norway in 2021 thanks to the high penetration of internet and smartphone devices, continued fears of visiting high traffic shopping areas, and the ease and convenience the channel offers. This is leading to increased e-commerce sales in all categories and all geographical areas.
E-commerce penetration was already strong in Norway before the emergence of the pandemic but continued growing in 2020 and 2021. This rise is present across age groups, though the increase in usage grows with the age of the user.
Despite the prevalence of shopping for grocery products in discounters, food and drinks e-commerce will see the highest channel growth in Norway in 2021. Thanks to consumers’ fears of contracting the virus, they are opting to stay inside more often and order food directly to their homes.
Following the boom in sales in 2020, e-commerce is set to slow to low double-digit current retail value growth in 2022 and see gradually decelerating rates throughout the forecast period. The channel in Norway is already saturated in terms of product offerings, so growth post-pandemic will likely come from cross-border e-commerce as well as sustainable/environmentally friendly products and subscription services.
In the forecast period, cross-border e-commerce is set to continue rising despite the suppression of the tax-free limit. For years, cross-border e-commerce was exempted of custom taxes and VAT for orders under NOK350 (including freight).
Even though Amazon is still not yet officially operating in Norway, it entered Sweden in autumn 2020, putting the anticipated debut in Norway on the horizon. Norwegian online players are not as well prepared as they think they against the arrival of Amazon.
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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 DefinitionsThis report originates from Passport, our E-Commerce (Goods) research and analysis database.
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