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83% of Nordics Shop Online Regularly — Cross-Border Purchases on the Rise
Online shopping has become a daily habit for most Nordic consumers. According to the latest E-commerce in the Nordics report by PostNord International, a staggering 83% of people in Sweden, Norway, Denmark, and Finland made at least one online purchase in the past 30 days — up from 82% in 2024.
But there’s more: Cross-border e-commerce is booming. Over the past year, 73% of Nordic shoppers bought something from abroad, and nearly half (48%) do it on a monthly basis. This marks a steady climb from 44% the year before.
China tops the list of favorite cross-border destinations, especially for shoppers over 50. In Norway and Sweden, 3 in 10 international purchases come from China. Finland (22%) and Denmark (21%) follow closely. Meanwhile, Germany is another key player — especially among Danish consumers, with 24% saying their last international order came from there.
Other European countries and the U.S. also made the list, but with less frequency.
Interestingly, there’s no gender gap in cross-border shopping, but age matters: older shoppers are turning to Chinese marketplaces more than ever, while younger generations seem to be pulling back.
Takeaway: The Nordics are not just digital-savvy — they’re increasingly global in their online buying habits.
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