Danes are set to spend 15 per cent more on online shopping this year after strong half-yeare-commerce revenues, according to a new survey.
Danes spent €4.8 billion (DKK 36 billion) on e-commerce in the first half of 2014, accordingto the Danish E-commerce Survey, published by FDIH, the Danish E-commerce Association
Based on the half-year figures, FDIH projects an annual growth of 15 per cent compared to2013. This would mean total spending of €9.6 billion (DKK 72 billion) and more than 120 millionpurchases of goods or services.
“It is not surprising that 2014 will be another record-breaking year, for indeed we havebeen breaking records every year for more than a decade. But the growth rate is really impressiveand it is so much higher than the predicted annual growth of 10 per cent,” commented FDIH’scommunications director Henrik Theil.
“No other sales channels are able to show double-digit growth year after year, and itunderlines e-commerce as the consumers’ preferred way of shopping. E-commerce in Denmark has morethan doubled its revenue since 2009,” he added.
The survey, based on replies from nearly 8,000 consumers, showed that Danes are shoppingonline more often than in previous years. On average, the respondents make an online purchase 3 to4 times per month. According to the survey, clothing is the preferred good (18 per cent) and travelcomes in second (14 per cent).
The use of mobile devices like tablets and smartphones is increasing rapidly. The use oftablets is especially rapidly rising in families with children. 26 per cent of all searchesare conducted on tablets and 21 per cent of all purchases are finalised on this device.
Cross-border competition is fierce within the Danish e-commerce market, and only 7 out of 10purchases are done in Danish web shops. The top 5 most popular sites outside of Denmark includeAmazon (UK), Zalando (Germany), and eBay (US).
