Swedes bought the most, at 8.5 billion Euros, while Norwegians averaged the highest monthly sum per person, at 173 Euros, closely followed by the Danes, with an average of 162 Euros. The Finns were the keenest to make foreign purchases, with no less than 46% of them making purchases from foreign websites each month. All this information is available in PostNord's "E-commerce in the Nordic region" annual report, the ninth edition of which has now been published.
More than one in three Nordic e-consumers buy from abroad and a quarter of the total Nordic e-commerce, 5.4 billion Euros, consists of purchases made on foreign sites. Britain and China are the most popular countries for such foreign purchases, followed by Germany, the USA, and Sweden.
The cell phone has quickly changed consumer behavior and is rapidly emerging as both a wide-ranging purchase channel and also as an increasingly important source of information. One in four Nordic consumers who shopped online made a purchase using their cell phone. However, there are major differences in this regard between both age groups and countries, with consumers aged between 18 and 49 making significantly more such purchases than older people. Sweden and Norway are the most mature cell phone markets in the Nordic countries in this regard, with Swedes making such purchases by cell phone almost twice as much as Finns.
“Cell phones are often a consumer’s most readily accessible device, and many e-commerce businesses have been quick to develop customized sites and apps to suit phones’ smaller screen sizes. Ever more consumers will use their cell phones both to shop and to conduct research before buying,” says Nordic e-commerce expert at PostNord, Arne Andersson.
80 percent of Nordic online shoppers consider that being able to choose the method of delivery after having made an online purchase is important. There are both similarities and distinct differences between the various countries in this regard. In Finland and Norway, the preferred option is to have goods delivered home in the mailbox, whereas picking up parcels oneself at collection points is most popular in Sweden and Denmark. Finland stands out in the survey in terms of using parcel boxes that are available throughout the day more than is the case in other countries, while the Danes are those who most like and have the best opportunity to have their goods that have been purchased online delivered directly to the door.
“Exciting new solutions for more flexible delivery are on their way in and consumers want to have more influence than ever. People are keen to be able to track their parcels continuously, but also to decide whether they will be delivered tomorrow, in three days or in two weeks - at home, at work or at their summer house,” says Arne Andersson.
There are also national differences between countries regarding requirements for fast deliveries. Swedes and Danes are those that expect and also get the fastest delivery. Norwegians and Finns make more purchases from abroad, which is probably why they expect to receive deliveries on average one day later.