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Mobile Internet Retailing in
Norway

Country Report

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Executive Summary

Jan 2019
PROSPECTS
Smartphone penetration in Norway one of the highest in the world

With more than 80% of the Norwegian population owning a smartphone and more than 90% of the adult population having one, Norway has one of the highest smartphone penetration rates in the world. In 2018, 74% of those in the 65-74 age group had a smartphone, while in the 75-79 age group the figure stood at 47%, according to Statistics Norway.

Confidence in mobile internet retailing is high in Norway

The level of confidence Norwegians have in their smartphones is very high. With the Bank-ID system available on smartphones, one can electronically sign official documents, for example opening a bank account in a matter of minutes and applying for a loan to accessing one’s personal data on public service platforms.

Simplifying payments the last obstacle

What Norwegians do not like is having to type in their bank card number. According to a DIBS survey in 2018, 61% of Norwegians wish to avoid having to enter their card number every time and would be happy to use an easier system.

COMPETITIVE LANDSCAPE
International companies overlooking the specificities of the Norwegian market

By displaying similar webpages across the various countries in which they operate, international companies are able to better manage their image and simplify maintenance. Mobile first has been a focus long enough for these webpages to be easily useable on mobile devices.

Domestic players lack decent apps

Domestic players have been adopting Vipps at a rapid pace since the beginning of 2018, while several have also adopted Apple Pay. However, domestic players often have outdated websites when compared to international companies, for example requiring an additional click to enter the search engine box or needing to go on an item’s page to put it in the basket.

Public transport and parking apps should serve as a model for future internet retailing apps

Public transportation apps and parking apps are widely used in Norway by all age groups. By asking one question at a time, these apps offer the exact item the customer is looking for and then propose a fast and secure payment system which makes their daily usage quick and easy.

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Mobile Internet Retailing in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Internet Retailing in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Internet Retailing in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Internet Retailing in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • How is Mobile Internet Retailing performing in Norway?
  • Are consumers switching towards more convenient Mobile Internet Retailing?
  • Are other types of retailing coming under pressure in Norway?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our 

Retailing market research database

Mobile Internet Retailing in Norway - Category analysis

HEADLINES

PROSPECTS

Smartphone penetration in Norway one of the highest in the world
Confidence in mobile internet retailing is high in Norway
Simplifying payments the last obstacle

COMPETITIVE LANDSCAPE

International companies overlooking the specificities of the Norwegian market
Domestic players lack decent apps
Public transport and parking apps should serve as a model for future internet retailing apps

CHANNEL DATA

Table 1 Mobile Internet Retailing: Value 2013-2018
Table 2 Mobile Internet Retailing: % Value Growth 2013-2018
Table 3 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 4 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Retailing in Norway - Industry Overview

EXECUTIVE SUMMARY

Internet retailing drives growth
A record year for bankruptcies
Retailers focus on improving service and customer experience
Discounters seem better equipped to deal with the digital revolution
Slightly stronger growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Christmas
New Year
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 5 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 6 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 7 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 8 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 9 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 10 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 11 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 13 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 14 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 15 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 16 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 17 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 18 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 19 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 20 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 21 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 22 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 23 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 24 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 25 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 26 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 27 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 28 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 29 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 30 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 31 Retailing GBO Company Shares: % Value 2014-2018
Table 32 Retailing GBN Brand Shares: % Value 2015-2018
Table 33 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 34 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 35 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 36 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 37 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 39 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 40 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 41 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 42 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 43 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 44 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 45 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 46 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 47 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 48 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 49 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 50 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 51 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 52 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 53 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 54 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 55 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 56 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 57 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 58 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 59 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 60 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 61 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 62 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 63 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 64 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 65 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 66 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 67 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 68 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 69 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 70 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 71 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 72 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 73 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 74 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 75 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources