Nordics eCommerce Market Shares|2022 Statistics

Updated as of Jul 10, 2022


Nordics is a European region made up of Denmark, Finland, Iceland, Norway and Sweden. eCommerce penetration is high in the Nordics with 9 in 10 Nordic consumers having engaged in online shopping in 2021. 90% of consumers across the Nordics also engage in cross-border eCommerce. Major eCommerce businesses in the Nordics include Amazon, Zalando, Wish and eBay.


Nordics Physical Goods eCommerce Market Share by Number of Companies

Nordics eCommerce market generated an aggregate GMV of USD 30B in 2020. More than 86% of Nordic eCommerce merchants generate an annual GMV of less than USD 1M. The market has around 20M consumers purchasing online. Sweden has the highest number of consumers who spend an average of USD 1,062 per capita per annum


#Web Sales RangeeCommerce companiesMarket Share
1 <1M 18,311 85.64%
2 1M-50M 2,853 13.34%
3 50M-100M 68 0.32%
4 100M-500M 48 0.22%
5 500M-1B 3 0.01%
6 Unknown 98 0.46%

There are 104,497 eCommerce companies in Nordics in 2022
The aggregate online sales of physical goods eCommerce companies in Nordics was USD 30.6B in 2021
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Nordics eCommerce Market Share by Traffic Rank

32% of eCommerce websites in the European Union have very low traffic. 61 Nordics eCommerce websites are in the top 10,000 highest ranked websites globally


#Traffic RankNumber of CompaniesMarket Share
1 < 10K 61 0.06%
2 10K - 100K 323 0.31%
3 100K - 500K 783 0.75%
4 500K - 1M 1,144 1.09%
5 1M - 3M 12,581 12.04%
6 3M - 10M 33,846 32.39%
7 10M+ 55,759 53.36%

The Nordics has a market share of 28% of eCommerce merchants globally in 2022
The Nordics has a market share of 34% of aggregate global eCommerce GMV generated in 2021
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Nordics eCommerce Market Share by Product Category

Fashion and apparel account for 30% of overall B2C physical goods eCommerce sales in Nordics with Food and Beverages accounting for 14%. While clothing and footwear are the most purchased products online with over 50% in Denmark and Norway, in Sweden pharmacy products are the most purchased products online with 69%.


#Product CategoriesNumber of CompaniesMarket Share
1 Fashion and Apparel 6,463 30.37%
2 Food and Beverages 2,957 13.89%
3 Consumer Electronics and Appliances 2,671 12.55%
4 Arts and Entertainment 1,868 8.78%
5 Sporting and Outdoor 1,209 5.68%
6 Health and Fitness 1,183 5.56%
7 Home and Garden 1,093 5.14%
8 Automotive and Vehicles 687 3.23%
9 General Merchandise 587 2.76%
10 Grocery and Home Supplies 482 2.26%

The aggregate GMV of Fashion and Apparel in Nordics is USD 9B
The aggregate GMV of Consumer Electronics in Nordics is USD 7B
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