E‑commerce in Denmark
Denmark is one of the most digitally advanced and affluent markets in Europe. The population is tech-savvy, e‑commerce growth remains high and Danes show a strong preference for convenient, mobile and sustainable shopping experiences.
The Danish market at a glance
Second strongest purchasing power in Scandinavia
Denmark is one of the most digitally advanced and strongest purchasing markets in Europe. With a population of around 5.9 million and a purchasing power of approximately EUR 65,829 per capita (2nd place in Scandinavia, 3rd place in Europe), the market offers ideal conditions for successful cross‑border shipping.
Online behavior and cross‑border shopping
- Around 91% of Danish internet users regularly shop online.
- The average monthly online turnover per capita in Denmark is around EUR 243—the highest in Europe.
- 73% of online shoppers placed cross‑border orders in 2024—primarily from Germany and China
- Sustainability matters: 80% also pay attention to ecological aspects when making purchases.
Preferred payment methods
Danish consumers prefer simple, fast and mobile payment methods. MobilePay is particularly widespread and is used not only for one-off payments, but also for recurring direct debits and invoices—with a noticeable impact on conversion rates and customer satisfaction.
- Credit/debit card (Dankort, VISA, Mastercard): 46%
- MobilePay (Vipps MobilePay): 44%
- PayPal: 3%
- Contactless payment via Apple Pay & Google Pay continues to gain in importance
Popular product categories and marketplaces
Danish e‑commerce is dominated by fashion & clothing with a market share of around 31%—closely followed by health & cosmetics with around 24%. Books & media (12%), electronics & household appliances (11%) and food & beverages (9%) are also among the most popular categories.
Popular marketplaces:
- Zalando.dk - Fashion
- Apple.com - Electronics
- Elgiganten.dk - Electronics & household appliances
- Ikea.com - Furniture & living
- Matas.dk - Drugstore & beauty
- Trendsales - Second-hand fashion
Logistics and delivery
Danish e‑commerce is dominated by fashion & clothing with a market share of around 31%—closely followed by health & cosmetics with around 24%. Books & media (12%), electronics & household appliances (11%) and food & beverages (9%) are also among the most popular categories.
- Delivery preferences: 55% of people in Denmark prefer delivery to their front door, 45% prefer a pick-up station.
- Delivery time: A delivery time of 2-3 working days is standard.
- Cost: Only 21% of online shoppers in Denmark expect free shipping—the majority are willing to pay for reliability and convenience.
- Leading carrier: PostNord is the preferred delivery service in the Danish market.
Few returns—high demands
Danish consumers are considered cautious when it comes to returns—but the right returns solution remains essential:
- 66% of online customers never return good
- 26% return up to three times per year
- However, 62% would like a premade returns label.
Digital, sophisticated, fast-growing
Mobile use, flexible logistics, transparent returns processes and sustainable delivery options are standard for Danes.
Fashion, electronics and beauty are particularly in demand—often via international players such as Zalando, Apple or Elgiganten. Those who meet these requirements create the basis for sustainable success in the Danish market.
You can find more information on shipping to Denmark in the blog post “Shipping to Norway, Sweden, Finland and Denmark—opportunities and tips for online retailers”.
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Fast delivery
Offer your customers in Europe an outstanding customer experience—with the shortest processing times, individual shipping options for each destination country and deliveries by the most popular last-mile carriers.
Seamless integration
Thanks to simple API integration, our services fit seamlessly into your existing set-up—flexibly, individually and with minimal technical effort.
Full transparency
With the help of an intuitive dashboard, you can keep an eye on the status of your international shipments in real time—with automated data synchronization for maximum transparency.
Partner who complement our solution in the Danish market
VDS Fulfillment
VDS Fulfillment offers tailor-made eCommerce logistics solutions centrally from the heart of Germany: fulfilment, personalisation, shipping of advertising materials - all from a single source.
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FineCom
FineCom is your fulfilment partner for e-commerce, returns & value-added services - personal, innovative & with a real hands-on mentality.
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B+S Logistik
B+S GmbH Logistik und Dienstleistungen, based in Borgholzhausen, is a full-service provider for customised logistics and service concepts.
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byrd
byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and significantly improve their customer experience.
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PlentyONE
PlentyONE connects brands, manufacturers, and retailers to over 150 marketplaces worldwide – seamlessly, automatically, and flexibly scalable.
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T4DT
T4DT GmbH develops smart software solutions and optimizes business processes with a focus on automation and artificial intelligence
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Taxdoo
Taxdoo automates financial accounting and VAT for online merchants - GoBD-compliant, DATEV-ready and ideal for EU reporting. Less effort, more transparency.
Learn moreWe are looking forward to hearing from you!
With our end‑to‑end solution, you get all services from a single source: Logistics, tax, customs and software. Everything is perfectly coordinated and as simple as “plug & play”.
Marvin Schwarz
Sr. Business Development Representative
