Nordic countries (Norway, Finland, Sweden and Denmark) have a head start as far as Internet usage and mobile devices are concerned. With an Internet penetration almost 15% higher than the European average of 78.6%, Scandinavian users have set the pace and show remarkable advancements in B2C e-commerce. With a market of well over 22.5 million Internet users, these Scandinavian countries offer exceptionally bright prospects for online business.
Ecommerce Europe estimates the number of Internet users in Finland at 5.4 million, a rise of 3% compared to 2011. In terms of Internet access it showed 85% coverage across the country while Denmark and Sweden show higher point-percentages: 93% and 92% respectively. Norway is an absolute leader on the European scene when it comes to Internet use: almost 94% of the Norwegian population enjoy access to the Internet.
In 2012 over 80% of the online population of Nordic countries accessed the Internet and made an actual purchase online.
Another important trend is the amount of goods being purchased on foreign web sites, which is becoming increasingly popular among Nordic e-consumers. The most common reason for shopping on foreign websites is unavailability of a certain product on a domestic site, followed by a better price or a better choice of products. These goods are mostly purchased from U.K., the U.S., Germany, and even China.
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