According to the Danish E-commerce Survey, the Danes spent 4,8 billion Euros (36 billion DKK) on e-commerce in the first half of 2014, and that is a clear indication that 2014 will set a new record – as usual. The Denmark-wide survey has been published by FDIH, the Danish E-commerce Association which is a member of Ecommerce Europe.
Based on the half year figures published, FDIH projects an annual growth of 15 % compared to 2013. Concretely this means that, at the end of the year, Danes will have purchased goods or services more than 120 million times and together their spending will have reached a turnover of 9,6 billion Euros ( 72 billion DKK).
“It is not surprising that 2014 will be another record breaking year, for indeed we have been breaking records every year for more than a decade. But the growth rate is really impressing and it is so much higher than the predicted annual growth of 10%,” says communications director at FDIH Henrik Theil.
“No other sales channels are able to show double-digit growth year after year, and it underlines e-commerce as the consumers’ preferred way of shopping. E-commerce in Denmark has more than doubled its revenue since 2009.”
The survey is based on replies from nearly 8.000 consumers, and it shows that Danes shop online more often than in previous years. On average, the respondents make an online purchase 3 to 4 times per month. According to the survey, clothing is the preferred good (18 %) and travels come in second (14 %).
The use of mobile devices like tablets and smartphones is increasing rapidly. The use of tablets is especially rapidly rising in families with children. 26% of all searches are conducted on tablets and 21% of all purchases are finalized on this device.
Cross-border competition is fierce within the Danish e-commerce market. Only 7 out of 10 purchases are done in Danish web shops. The top 5 of most popular sites outside of Denmark includes Amazon (UK), Zalando (DE), and eBay (US).