Northern European e-commerce market expected to reach €36.8 billion in 2014


Northern European B2C e-commerce is developing extremely well. This is apparent from the new Northern Europe B2C E-commerce Report, published by Ecommerce Europe, the European umbrella organization for 25,000+ companies selling products and/or services online to consumers. The total Northern European e-commerce economy of goods and services sold online amounted to €33.2 billion in 2013 and is expected to grow to €36.8 billion in 2014.

Figures in Ecommerce Europe reports are based on the Global Online Measurement Standard for E-commerce (GOMSEC). The European e-commerce figures were established in cooperation with national e-commerce associations and GfK.

Online sales expected to reach €36.8 billion in 2014

The Northern European region, including Sweden, Denmark, Finland and Norway, is now in fourth position with regard to e-commerce size, with a 9.1% European market share. In 2013, the total B2C e-commerce economy of Northern Europe amounted to €33.2 billion, a 13.7% growth compared to the preceding year. Online sales of goods and services are forecast to reach €36.8 billion in 2013, which represents a growth of 10.7% in comparison with last year.

Norway leads the way, followed by Sweden and Denmark

With total online sales of €8.9 billion, Norway was the strongest e-commerce country in Northern Europe last year. This represented a regional market share of 26.9%, with which it surpassed the leader of the preceding year, Denmark. With online sales amounting to €8.3 billion (25.1%), this country ranked third last year, just behind Sweden (€8.6bn, 25.9%). Finland realized a turnover of €6.6 billion (19.9%) and ranked fourth as a result.

The Baltic States and Iceland accounted for the lowest online turnover last year, but did all experience a very strong e-commerce growth: between 15% and 30% in 2013. However, in the coming years the North European e-commerce growth is expected to level off as the e-commerce markets in this region are becoming saturated.

On average, Northern European e-shopper spent €1,780 online in 2013

Ecommerce Europe’s research reveals that 18.6 million consumers in Northern Europe bought goods and services online in 2013. The average Northern European online consumer spent €1,780 online last year. This is far above the European average of €1,376 and the EU28 average of €1,500. At €2,688, Norway clearly led the way in the region. Denmark and Finland followed with €2,149 and €1,996, respectively.

Meanwhile Estonia (€542), Latvia (€545) and Lithuania (€766) have a considerable gap when it comes to online expenditures per e-shopper. The main reason for this is that these countries have an online retail infrastructure that is still under development, especially in remote regions.

Iceland has an Internet penetration of 97%

In 2013, the Northern European population was estimated at 32.2 million (3.9% of Europe’s population). Internet penetration in Northern Europe (87%) was above the European (74%) and EU28 average (77%) in 2013. The number of Internet users was estimated at 29.2 million for Northern Europe last year. In terms of Internet access, Northern Europe was led by Iceland with 97% in 2013. It was followed by Denmark and Sweden which both had an Internet penetration of 95%.

In addition to the Northern Europe B2C E-commerce Report, Ecommerce Europe publishes four other regional reports this period. These will cover Central Europe, Southern Europe, Western Europe and Eastern Europe. The rapports are powered by GlobalCollect, Informatica, RichRelevance and Salesupply.

You can download a free light version of the Northern Europe B2C Ecommerce report here.