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E-commerce in Norway

E-commerce

Internet access
Out of a population of around 5.1 million, Norway has one of the highest internet penetration rates in the world, at 98%. Smartphone penetration is also high, at 97% of internet users. According to a survey published on e-Marketer, 59% of Norwegians say that they have their smartphone within reach for at least 20 hours per day. When dividing internet users by their age, 100% of 16-24 year olds, 99% of 25-34 year-olds and 100% of 35-44 year-olds connect to the internet on a daily basis. Norwegians between 45-54 years and over 55s show a 90% and 82% daily penetration rate, respectively. The most popular web search engines in Norway are Google (93.2%), Bing (5%) and Yahoo (1%).
E-commerce market
According to research by PostNord, the e-commerce industry in Norway was worth EUR 4.9 billion in 2017, of which 16% was represented by cross-border transactions. E-commerce is well developed in the country, as shown by the fact that around 80% of leading retailers have an ecommerce app and a mobile-optimized ecommerce website (eTail Nordic). The most visited web-shops in Norway are eBay, Komplett, Prisjakt, and Amazon, while Dustin Home is the leading online retailer. One of the factors that are leading the growth of e-commerce in Norway is the quality of IT and infrastructure, which make it easy and quick to deliver orders.
E-commerce sales and customers
According to data from Statista, there are currently 3.17 million e-commerce users in Norway (out of a population of 5.1 million). Males shop online more than females, a trend that should remain constant in the coming years (estimates for 2020 show an increase in the number of e-buyers of around 260,000). Fashion is the most popular online shopping category, followed by media, home electronics and beauty & health care. The Norwegian average purchase amount per e-commerce consumer is high, at EUR 220 per month. Most consumers purchased online 3-4 time/month, with people between 15 and 24 years that tend to purchase online mainly via mobile device. Two-thirds of Norwegians made online purchases during an average month in 2016, and of these 40% made cross-border purchases. Chinese, UK, US, and Swedish online stores attract the most Norwegian consumers who shop abroad (PostNord). More than 20% of Norwegians choose to shop online because it is perceived as more price convenient when compared to shopping in physical stores. In fact, a key factor for online stores to be successful is to display the total price and information in a simple and clear way. Two-thirds of online consumers in Norway prefer to pay by card, whereas one in seven prefer to pay using PayPal (E-Shop World).
Social media
83% of people in Norway are active social network users. This market is led by Facebook, Pinterest and Twitter. There are still discrepancies in the use of social medias according to the age: according to a survey by PostNord, in the group between 16-24 years almost 96% of the respondents are social media users. This ratio gradually diminishes as the age grows (for example, in the age group 55-64 years only 71% use social media). In 2017, there were 3.7 million Facebook users in Norway, while Instagram had 1.9 million users. Of this, 55% are female and almost 80% are aged between 18 and 54. More than 50% of Norwegian smartphone users are on Snapchat.

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Latest Update: November 2022

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