Internet retailing is expected to continue to expand rapidly over 2018-2023, benefiting from its resonance with the prevailing demand for convenience amongst busy consumers. Moreover, the ubiquity of smartphones has meant that access to the internet has become embedded in consumers’ daily lives, with shopping becoming an ever-present possibility.
Food and drink was the fastest-growing area of internet retailing in 2018 and is expected to maintain dynamic expansion over the forecast period. Consumers increasingly appreciate the convenience offered by food and drink internet retailing as they move away from regular large-scale shopping trips to modern grocery retailers.
Internet retailing’s aggressive pricing strategies and capacity to provide extensive price comparisons appeal to a strong focus on value-for-money amongst Danish consumers, which is both underlined and supported by a prominent discounters channel in grocery retailing. Danish consumers’ attention to pricing has played an important role in the rise of internet pure play retailers capable of keeping costs and, therefore, prices down in the market.
Zalando overtook Elgiganten to become the largest player in internet retailing in 2017 and extended its lead in 2018. German company, Zalando’s growing presence in the Danish market illustrates both the expansion of foreign-owned internet retailers and the rise of pure players, which have benefited from broader product ranges, competitive pricing and quicker, more sensitive adaptation to evolving purchasing behaviour, including the shift to m-commerce, than multi-channel operators.
Having acquired the Danish online store, Wupti.com, in 2015, Dansk Supermarked launched the new Wupti.
Swedish online fashion retailer, Boozt Fashion registered the fastest growth amongst the top 25 players in internet retailing in the Danish market in 2018. While many store-based players are looking to develop an online presence in response to the rise of internet retailing, Boozt moved in the opposite direction to develop a multi-channel strategy through the opening of a Booztlet fashion store and two Beauty by Boozt.
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Understand the latest market trends and future growth opportunities for the Internet Retailing industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Internet Retailing research and analysis database.
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