Nordic E-Commerce Keeps Growing As Shoppers Become More Selective

According to the report, 86% of Nordic consumers made an online purchase during the last 30 days. More than 7 out of 10 consumers also shopped online from abroad during the past year. PostNord states that although inflation has stabilised and interest rates have started to ease, Nordic consumers remain price-conscious and continue comparing prices and promotions carefully.

Nordic Consumers Continue Shopping Online Frequently

Online shopping activity remains high across the region, although purchasing frequency is shifting in several markets. In Sweden, the share of consumers shopping online weekly declined from 29% in 2025 to 22% in 2026, while monthly shopping increased from 60% to 65%. According to the report, these figures may suggest that consumers are shopping less often but more deliberately.

Norway shows a similar development. Weekly online shopping declined slightly, while monthly shopping increased from 58% to 60%. In Finland, monthly online shopping increased from 58% to 64%, while quarterly shopping declined.

Denmark also recorded continued growth in online shopping participation, with 85% of consumers shopping online during the last 30 days, compared with 81% the previous year.

Temu Expands Its Position Across Nordic Markets

Temu continues strengthening its position across Nordic e-commerce. In Sweden, Temu surpassed Zalando as the second most popular international marketplace after Amazon.

In Finland, Temu moved into first place among international marketplaces, ahead of Zalando and Amazon.

Norway still ranks Temu as the leading international marketplace, although its share declined compared with 2025.

Denmark also recorded growth for Temu, where the marketplace increased from 26% to 30% among the most common international marketplaces used by consumers.

The report repeatedly links the popularity of international marketplaces to low prices and price sensitivity among Nordic consumers.

Cross-Border Shopping Remains Strong

Cross-border shopping continues to play a major role in Nordic e-commerce. According to the report, 80% of Danish and Finnish consumers made an online purchase from abroad during the last year, compared with 78% in Norway and 57% in Sweden.

The report also notes some changes in international shopping patterns.

In Norway, cross-border shopping frequency declined, with fewer consumers shopping monthly or weekly from abroad and more shopping quarterly or less often.

Sweden became the most popular country for Norwegian consumers’ latest international purchase, replacing China. Germany strengthened its position among Danish consumers and remained popular among Swedish and Finnish shoppers.

Mobile Payments Continue Growing

Payment preferences are also evolving across the Nordics. At a Nordic level, Swish, Vipps, and MobilePay became both the most used and the most preferred payment methods in 2026, overtaking credit cards.

In Sweden, Swish surpassed both invoice payments and credit cards as the most popular and most used payment method.

In Norway, Vipps became both the most used and most preferred payment option.

Denmark still shows credit cards as the most used payment method, while MobilePay remains the most preferred. In Finland, online bank payments remain the leading payment method overall.

Delivery Preferences Still Differ By Country

Delivery preferences continue to vary between Nordic markets.

• In Sweden, home delivery remains both the most used and most preferred delivery option.
• In Denmark, service points remain the most common and preferred delivery method.
• Parcel lockers remain the dominant delivery preference in Finland.
• In Norway, service point delivery remains the most used option, while home delivery is still the most preferred.

The report also highlights continued growth of parcel lockers across multiple Nordic markets, both for deliveries and returns.

Circular E-Commerce Continues Growing

Second-hand shopping remains widespread across the Nordic region. At a Nordic level, 33% of consumers bought second-hand goods online during the last month.

Sweden recorded some of the highest second-hand activity levels, with 40% of consumers reporting that they sold second-hand goods online during the past month.

The report highlights Vinted’s growing popularity in Sweden and notes that second-hand shopping has become increasingly integrated into younger consumers’ shopping habits.

Across all Nordic markets, clothes and footwear remain the most common second-hand category.

What The Report Says About The Nordic Market

According to PostNord, Nordic consumers remain highly digital and active in e-commerce, while balancing convenience, price sensitivity, and sustainability considerations.

The report also states that regulatory changes may influence future cross-border shopping patterns. In particular, the planned removal of the EU’s €150 customs duty exemption for goods shipped from third countries to EU consumers could reduce some cross-border purchases and shift demand towards domestic or EU-based retailers over time.