A large majority of consumers in the Nordics shop online regularly. In the 30 days leading up to the latest research, 83 percent of them said to have shopped online. Cross-border shopping is becoming more popular in the region.
Recently, postal group PostNord International released the newest E-commerce in the Nordics Spring 2025 report. It gives an insight into consumer behavior in the region, as well as information about consumers in each country.
In February and March, the company surveyed 1,000 respondents aged between 18 and 79 in Sweden, Finland, Norway and Denmark. According to the report, more Nordic consumers were shopping online in the last 30 days in 2025 than a year earlier. In the 2024 report, that share was still 82 percent.
73% of Nordics shop cross-border
The research also looked into cross-border shopping, among other things. This year, 73 percent of consumers made an online purchase from abroad during the last 12 months. And 32 percent bought second-hand items online during last month.
At least 48% of consumers in the Nordics shop abroad monthly
And looking at regular cross-border shopping, there is also an increase. At least 48 percent of Nordics are buying abroad monthly. A year earlier, that was still 44 percent.
China most popular among cross-border shoppers
China is the most popular country to shop in, for all Nordic consumers. In Norway and Sweden, 30 percent of consumers said that their last cross-border purchase came from China. In Finland, that share was 22 percent and in Denmark it was 21 percent.
There are no differences between men and women, they shop in this country in the same degree. However, there are notable differences in age groups. Consumers of 50 years old and older are the most frequent shoppers in China. The interest in shopping there has increased in this age group, compared to a year earlier. At the same time, younger consumers are shopping there less often.
Also order abroad at other countries
Germany is also quite popular among Nordic consumers, though less popular than China. Among the Danish, 24 percent of consumers placed their last cross-border purchase in Germany. The share is smaller in Finland and Sweden, with 18 and 17 percent, respectively. In Norway, it is even lower (7 percent).
Nordic consumers mostly shop cross-border in China, Germany and other European countries
Nordic consumers also often shop cross-border in other European countries. The US was also mentioned, though it ranks the lowest in terms of cross-border purchases.
Product category determines where order is placed
According to the report, there are differences in cross-border purchases when looking at the product categories that are being bought. For example, hobby items like yarn and sewing accessories are popular to buy from China. And pet supplies are often bought in Germany.