E-commerce companies striving to achieve demanding overnight delivery schedules often greatlyexceed the expectations of customers in the Nordic region, according to Posten Norden’s new
E-commerce in the Nordics 2011 survey.The survey of 5,000 consumers in Sweden, Denmark, Norway and Finland revealed that, like mostregions, e-commerce and distance shopping is on the rise in Scandinvia, but that there aresignificant and surprising differences between the four markets.
While more and more e-commerce companies are striving to make overnight deliveries of customerorders to distribution points or customer mailboxes, the survey indicates that these demandingdelivery schedules often greatly exceed customer expectations, since the majority of customers inthe Nordic region (56%) state that they will accept a wait of up to seven days for their orderedproducts.
A comparison with the results of previous studies indicates that consumers’ delivery-timedemands are relatively stable over time. Residents of Sweden and Denmark impose significantlytougher delivery time demands than residents of Norway and Finland. In Denmark, more than half ofrespondents (56%) expect delivery within five days, compared with 44% in Sweden, and 27% in Norwayand Finland.
The survey found that more than 90% of consumers in Scandinavia expect to increase or maintaintheir current level of distance shopping this year, with 30% expecting to increase their level.
Sweden has seen a 40% increase in the number of consumers engaging in regular distance shoppingin the last two years, where 28% of people now purchase products from home at least once per month,compared with only one in five (20%) of respondents two years ago. Danish residents remain themost-frequent distance shoppers in the Nordic region, with one in three individuals in Denmarkpurchasing products from home each month.
In Norway, the proportion remains near 25%, while the purchase of goods from home is growingdramatically in Finland. Two years ago, just 4% stated that they shop from home at least once permonth. This year, 10% state that they do so.
Per Mossberg, Director of Corporate Communications at Posten Norden, said: “E-commerce companieswishing to expand their business within the Nordics need to be aware of the distinct differences inhow consumers act in the various Nordic countries. A new e-commerce operation in Denmark, forinstance, must ensure that people can pay with credit cards. Swedish e-consumers, on the otherhand, prefer to pay by invoice after products are received. Consumers in Denmark and Sweden demandmuch faster delivery than those in Finland and Norway.
“Our goal and hope is that the study will provide both facts and new insights, regardless of thereader’s individual approach to this dynamic industry.”
