Denmark is the European country where 100% of the population uses the Internet and where the number of eShoppers is close to 93%. Not only that: together with Poland and the Czech Republic, Denmark is on the podium (in third place) of the countries with the highest overall number of Out Of Home delivery solutions.
For this reason, Denmark is the protagonist of our new in-depth study dedicated to the state of the art of eCommerce in the different European states. Here is all the data you need to know.
Denmark: the most digital state in Europe
Denmark has a population of about 5.8 million, 100 percent of whom – according to data from the European E-commerce Report 2022 – are Internet users. Important numbers that place Denmark at the top of the EU countries for level of digitization in the Digital Economy and Society Index ranking.
The development of eCommerce in Denmark
In recent years, also aided by the pandemic, more and more Danish consumers have chosen the digital channel for their purchases. Suffice it to say that in 2016 there were 3.4 million online shoppers, a figure that has risen to 3.9 million in 2021 and is estimated at 4 million in 2022.
According to data from Assocamestero, the Association of Italian Chambers of Commerce Abroad, by 2024 the estimated growth in the market volume of online shopping will be 5.5 percent, while the penetration rate is expected to reach 89 percent by next year (in 2020 it was 85.4 percent).
The eCommerce sectors experiencing the greatest growth
The sectors in which the largest growth was recorded were clothing, consumer electronics and media.
In fact, 28.6 percent of clothing purchases are made online, a figure that stands at 23.5 percent for the electronics sector and 22.4 percent in the media sector.
This is followed by health and beauty (15.1 percent) and sports (10.2 percent).
How much you buy online in Denmark
Also according to data from the European E-commerce Report 2022, in the October-December 2021 analysis period, 38% of eShoppers made more than six online purchases, 30% made between 3 and 5 purchases, while 23% made only 1 or 2 online purchases over the three-month period.
In addition, 88% of eShoppers make online purchases from national sellers, 40% opt for eCommerce from other European countries, and only 17% buy from eCommerce elsewhere in the world.
Finally, one in four online purchases in Denmark is made via smartphone.
Out Of Home Deliveries in Denmark
As anticipated, Denmark stands out in Europe for the number of alternative delivery solutions to traditional Home Delivery available to users, such as Locker and Pickup Points.
As Last Mile Export reports in its report Out Of Home delivery in Europe 2023, Denmark in fact has the highest concentration of OOH delivery points per 10,000 inhabitants. In fact, there are a total of 9,315 Points dedicated to online order pickup between Locker (4,292) and Pickup Points (5,021).
The main operator in the country is PostNord, whose Lockers are mainly present inside stores and residential complexes, although there is no shortage of competition: Instabee, GLS and Bring are just some of the competitors.
It is also estimated that between 2021 and 2022, shipments at the automated micro-hubs of the operator formed by the merger of Danish and Swedish postal service providers Post Danmark A/S and Posten A, PostNord precisely, increased tenfold in the Nordic countries.
Internet shoppers’ expectations
OOH delivery thus seems to be an established reality in Denmark, but what do users think about it and what are their expectations?
In general, as Assocamestero reports, most Danish eShoppers expect next-day delivery or, at the latest, within ten days from the date the online order was placed.
However, when analyzing what Danish users see as the main barriers to eCommerce development in the country, logistics seems not to be-as is the case in other countries-a problem: only 19 percent of eShoppers perceive the speed and reliability of shipping services as a limitation to eCommerce development; a percentage that drops to 11 percent if shipping costs are taken into consideration.
The Benefits of Out Of Home Deliveries
Out-of-home deliveries, at Lockers and Pickup Points, indeed bring big benefits, both for users and online stores.
Offering online order pickup solutions at automated mircro-hubs and Pickup Points, such as newsstands, stores, tobacconists, and gas stations enabled to receive packages and send returns, in fact enables increased order conversions at checkout, reducing cart abandonment rates due to logistical regions.
It also optimizes overall shipping costs and reduces the environmental impact of eCommerce-related shipments.
How to integrate Out of Home deliveries to your online store
If you are an eCommerce manager and want to integrate Out Of Home deliveries to your online store, the right solution is GEL Proximity.
Thanks to GEL Proximity, the world’s first technology that places last-mile logistics at the center of the purchasing process by directly managing the relationship between the checkout and the Proximity solution chosen for the pickup or return of a package, you can in fact offer your customers the possibility to pick up their online orders at more than 125,000 of Pickup Points and Lockers already active throughout the national and international territory.
Find out more about our services, or schedule an appointment with us.
