PostNord’s new E-barometer shows that a record number of people are buying goods online from abroad, while trust in international transactions is increasing.
Danes are among the most confident online consumers in Europe. Since the spring, the proportion who have shopped on foreign webshops has increased from 77 to 82 percent – the highest level ever.
This is shown by brand new figures from PostNord’s E-barometer for autumn 2025, which takes stock of Danes’ online shopping behavior.
The report also shows that the proportion of Danes who worry about their card information being shared has fallen from 13 percent last year to now only 8 percent.
– We can see that Danes have become experienced e-shoppers who know what to look for, and who are increasingly searching outside the country’s borders for both assortment and price. And at the same time, we have become more confident and today consider a secure payment process a matter of course, says Isabella Beck Jørgensen, press manager at PostNord Denmark.
Lower prices lure Danes abroad
China, Germany and Sweden are the three big favorites when Danes buy goods from abroad. And it is especially their low prices that are enticing.
Over half of Danes go to foreign webshops because of lower prices. And for a third of Danes, this is because they believe there is a wider selection outside Denmark.
– Danes are generally very price-conscious. And today, many are also influenced by trends, influencers and social media, just as targeted marketing points many in the direction of good deals. We see this across all age groups, where e-commerce has become an integrated part of everyday life, says Isabella Beck Jørgensen.
Read much more about Danes’ online shopping behavior in PostNord’s brand new E-barometer for autumn 2025 .
Source: PostNord Danmark