In the second quarter of this year, 78 percent of Nordic consumers placed an online order at a store from abroad. Compared to the same period last year, this is an increase of 4 percent. Cross-border shopping is associated with lower prices, for most consumers in the Nordic countries.
These data come from the newest E-commerce in the Nordics Autumn 2025 report, published by PostNord. It gives an insight into consumer behavior in the region. In August and September this year, a total of 4,000 respondents aged between 18 and 79 were surveyed. Respondents came from Denmark, Finland, Norway and Sweden.
83% of respondents shopped online
Overall, 83 percent of Nordic consumers had shopped online in the last 30 days. This share is just as high as in the Spring report, that came out earlier this year. In that edition, 73 percent of consumers in the Nordics shopped cross-border in the last 12 months.
Reasons to shop abroad
In this newest report, 78 percent of consumers in the region had bought something online from abroad in the last 12 months. The most common reason to shop abroad is lower prices. China is still the most popular destination for cross-border orders.
‘Sweden and Denmark are becoming more associated with lower prices’
However, neighboring Nordic countries are also gaining ground. Especially Sweden and Denmark, which are becoming more associated with lower prices and a diverse range of products.
Ecommerce in Norway shows strongest growth
Compared to the same period last year, ecommerce in Norway showed the strongest growth of the Nordics. It increased 14.7 percent. Sweden comes in second, with an increase of 9 percent of online retail trade. At the same time, Danish online sales increased 8.1 percent. Finnish ecommerce had the weakest growth, compared to the other Nordics. It increased 2.2 percent.
87% satisfied with checkout experience
The last time that they shopped online, 87 percent of consumers were satisfied with their checkout experience. The most important elements for them are having access to their preferred payment methods, clear delivery information and a secure and reliable payment process.
There are some differences between consumers per country. For example, for Norwegians, being able to use their preferred payment method is most important. Meanwhile, Finns and Swedes place more importance on clear delivery information.
Recommerce driven by young consumers
Recommerce is becoming more popular, as 22 percent of Nordic consumers said that they bought second-hand items more often this year than last year.. Nearly seven out of 10 Nordic consumers (66 percent) have bought or sold second-hand items this year.
Among younger consumers (aged 18 to 29 years old), the share is a lot higher. At least 92 percent of consumers in that age bracket bought a second-hand item online. The most popular second-hand platforms in the region are Facebook Marketplace, Vinted and Tradera.
