北欧电子商务行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

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TRENDSE-commerceintheNordicsCHAPTER

01OverviewRevenueofthee-commerceindustryintheNordics2017-2027(inbillionU.S.dollars)Revenueofthee-commerceindustryintheNordics2017-2027605055.9753.1151.0345.0741.2240.1440302010037.837.5529.1126.824.92201720182019202020212022202320242025202620274Description:TherevenueintheE-commercemarketinNordicswasforecasttocontinuouslyincreasebetween2023and2027byintotal15.8billionU.S.dollars(+39.36percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach55.97billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2017to2027Source(s):DigitalMarketInsightsValueofe-commercerevenueintheNordiccountriesin2022,bycountry(inbillionU.S.dollars)E-commercerevenueintheNordiccountries2022,bycountryE-commercerevenueinbillionU.S.dollars0246810121416SwedenNorwayDenmarkFinland13.388.688.096.785Description:SwedishonlineshoppersweretheNordiccitizenswhospentmostone-commercepurchasesin2022.Thee-commercerevenueamountedtoanestimated13billionU.S.dollars.SecondintherankingwereNorwegianswithatotalestimatedrevenueofabout8.68billionU.S.dollars.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2022Source(s):DigitalMarketInsightsYoYpercentagechangeindigitalcommercerevenueinNordiccountriesfrom2ndquarter2022to2ndquarter2023Annualgrowthine-commercerevenueintheNordics2022-20230%-1%-2%-4%-3%-6%-8%-8%-8%-10%-12%-14%-13%Q22022Q32022Q42022Q12023Q220236Description:Duringthesecondquarterof2023,digitalcommercerevenueintheNordiccountriesdecreasedbyroughlythreepercentcomparedto12monthsearlier.Intheregion,thee-commercerevenueexperiencedthelowestYoYdeclineinthethirdquarterof2022,whenitdecreasedby13percent.ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22022toQ22023;*Theyear-over-year(YoY)changeinrevenueonaper-periodbasis.Thedateofreleaseisthedateofaccess.

ReadmoreSource(s):SalesforceResearchValueofcross-borderB2Ce-commercerevenueintheNordiccountriesfrom2019to2022,bycountry(inbillioneuros)Cross-borderB2Ce-commercerevenueintheNordics2019-2022DenmarkNorwaySweden8.5Finland1098765432108.87.876.96.865.75.55.24.54.24.23.93.32.720192020202120227Description:TheNordiccountrieshaveseenasignificantincreaseinonlinepurchasesmadeonforeignwebsites.Intheregion,Denmarkhasthebiggestbusiness-to-consumer(B2C)e-commercemarketacrossborders.Morethanthat,theDanishB2Ce-commercemarketgrewfrom5.7billioneurosin2019to8.8billioneurosin2022.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2019to2022Source(s):CBCommerceEuropeShareofcross-borderB2Ce-commerceoutoftotale-commercerevenueintheNordiccountriesfrom2019to2022Cross-bordere-commerceshareintheNordics2019-2022SwedenDenmarkNorwayFinland42.3%60%50%40%30%20%10%0%49.4%45.3%43%42.9%41.9%40%38.5%38%37.5%36.3%34.9%32.5%29.8%28.4%26.4%20192020202120228Description:IntheNordiccountries,thecross-borderbusiness-to-consumer(B2C)e-commercemarketisbooming.ThiscanespeciallybeseeninSweden,wheretheshareofforeignB2Ce-commerceoutofthetotale-commercerevenueisthehighest,amountingto49.4percentofthetotalmarketshares.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2019to2022Source(s):CBCommerceEuropeEnterpriseswithwebsalesviae-commercemarketplacesintheNordiccountriesfrom2018to2022CompaniessellingononlinemarketplacesintheNordics2018-2022NorwaySwedenFinlandDenmark12.5%10.5%8.5%6.5%4.5%2.5%0.5%11.2%10.1%8.8%8.1%8.3%7.7%7.3%6.7%6.9%6.3%6.7%5%5.8%3.9%5.3%4.5%4.8%4.3%2.9%1.9%201820192020202120229Description:In2022,about11.2percentofcompanieswithtenormoreemployeesinNorwaysoldononlinemarketplaces,upfrom6.7percentthepreviousyear.Since2020,NorwayhasshownthemostsignificantimprovementcomparedtootherNordiccountries.Incontrast,Denmark'sshareofenterprisessellingviae-commercemarketplaceshasdecreasedbyalmosttwopercentagepointsinthesameperiod.

ReadmoreNote(s):Europe;2018to2022;onlycompanieswith10personsemployedormore*;*Allactivities,excludingthefinancialsector.

ThedatareferstoSectionE-commercesalesofenterprisesbyNACERev.2activityoftheEurostatDatabaseStatistic,[...]

ReadmoreSource(s):EurostatCHAPTER

02SegmentsRetaile-commercerevenueintheNordiccountriesfrom2017to2027,bysegment(inbillionU.S.dollars)E-commercerevenueintheNordics2017-2027,bysegmentFashionElectronicsToys,Hobby&DIYFurnitureFoodBeauty,Health,Personal&HouseholdCareBeveragesMedia60504030201002017201820192020202120222023202420252026202711Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortherevenue.TheindicatordecreasesonlyinthesegmentMediatowardstheendoftheforecastperiod,whiletheremainingsegmentsfollowapositivetrend.Theabsolutedifferencebetween2017and2027is0.04billionU.S.dollars.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2017to2027;estimatesSource(s):DigitalMarketInsightsE-commercerevenueinSwedenin2022,byproductcategory(inbillionSEK)E-commercerevenueinSweden2022,byproductcategoryRevenueinbillionSEK100515202530HomeelectronicsClothingandfootwearGroceries281815Pharmaceuticals10HomedecorandfurnitureBuildingmaterial88SportsandrecreationgoodsBooksandmedia66Children'sitemsandtoys312Description:InSweden,therevenueofhomeelectronicsreached28billionSwedishkronorin2022,beingthebest-sellingB2Cmerchandisethatyear.Thefashionsegmentfollowedwith18billionSwedishkronor.ReadmoreNote(s):Sweden;2022Source(s):HUIResearch;PostNord;SvenskDigitalHandelValueofgoodspurchasedonlineinDenmarkin2022,bycategory(inbillionDKK)ValueofproductspurchasedonlineinDenmark2022,bycategoryValueinbillionDKK301245678910ClothesGroceriesandalcohol8.78Householdappliances(excl.hardwhitegoods)Shoes3.83.5ConstructionandgardenmaterialsHardwhitegoods3.23.2Homedecor3Take-awayanddeliveredreadymealsBeautyproducts2.92.2SportandleisureequipmentPetproductsPharmacyproductsChildren'sclothingandtoys21.91.81.613Description:In2022,DanishconsumersspentnearlyninebillionDanishkroneronclothingproducts,whileonlinepurchasesofgroceriesandalcoholamountedtoaroundeightbillionDanishkroner.ReadmoreNote(s):Denmark;2022Source(s):Kantar;NetsDenmark;SIFOTotalspendofphysicalgoodsonlineinNorwayin2022,bycategory(inbillionNOK)TotalonlinespendofphysicalgoodsinNorway2022,bycategoryTotalspendinbillionNOK2013456ShoesSportandrecreationequipmentTakeawayfoodanddeliveredreadymealsBeautyproducts54.93.53.13.1Car,MCandboataccessoriesWhitegoodsInteriorfixturesandfittingsPhysicalmediaproducts2.62.52.32.22.1PharmacyitemsSpectaclesandlensproducts/AccessoriesChildren'sclothesandtoysConstructionandgardeningproductsAnimalproducts1.81.71.414Description:Asof2022,shoescomposedthelargesttotalspendamongNorwegianonlineshoppers,amountingtoroughlyfivebillionNorwegiankroner.Secondintherankingwasthesportsandrecreationcategory,withatotalonlinespendofapproximately4.9billionNorwegiankroner.ReadmoreNote(s):Norway;2022Source(s):NetsRevenueofe-commerceinFinlandfrom2017to2027,bysegment(inbillioneuros)E-commercemarketrevenueinFinland2017-2027,bysegmentFashionElectronicsToys,Hobby&DIYFoodBeauty,Health,Personal&HouseholdCareFurnitureBeveragesMedia12.010.08.06.04.02.00.02017201820192020202120222023202420252026202715Description:Overtheforecastperioduntil2027,therevenueisforecasttoexhibitfluctuationsamongtheeighthsegments.Overall,therevenueappearstofollowapositivetrend,astherearemoreincreasingvaluesthandecreasingvaluesexpectedintheindividualsegmentsuntil2027.Amongthem,thesegmentFashionachievestherelativelyhighestvaluethroughouttheentireperiod,reaching2.9billionEuros.ReadmoreNote(s):Finland;2017to2027Source(s):DigitalMarketInsightsCHAPTER

03LeadingstoresToponlinestoresinSwedenin2022,bye-commercenetsales(inmillionU.S.dollar)Sweden:Top10onlinestoresE-commercerevenueinmillionU.S.dollar0apotea.se100200300400500600520.8403elgiganten.sezalando.se368.2357.2341.8332.8netonnet.seapoteket.seshein.se292.6268.8258.4mathem.se232.717Description:Apotea.seisleadingtheSwedishe-commercemarket,withe-commercenetsalesofUS$520millionin2022generatedinSweden,followedbywithUS$403million.Thirdplaceistakenbyelgiganten.sewithrevenuesofUS$368million.AisthefourthbiggestonlinestoreinSwedenwithnetsalesofUS$357millionin2022.ReadmoreNote(s):Sweden;2022Source(s):ecommerceDB.com;ToponlinestoresinDenmarkin2022,bye-commercenetsales(inmillionU.S.dollar)Denmark:Top10onlinestoresE-commercerevenueinmillionU.S.dollar100

1500zalando.dkelgiganten.dk50200250300278.6267.9223.2212.6168.2165.9matas.dk130.5129.8128.9coop.dk123.118Description:Zalando.dkisleadingtheDanishe-commercemarket,withe-commercenetsalesofUS$278millionin2022generatedinDenmark,followedbywithUS$267million.Thirdplaceistakenbyelgiganten.dkwithrevenuesofUS$223million.HisthefourthbiggestonlinestoreinDenmarkwithnetsalesofUS$212millionin2022.ReadmoreNote(s):Denmark;2022Source(s):ecommerceDB.com;ToponlinestoresinNorwayin2022,bye-commercenetsales(inmillionU.S.dollar)Norway:Top10onlinestoresE-commercerevenueinmillionU.S.dollar150

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2500komplett.noelkjop.no50100300350400402450376288277zalando.no238185185meny.no167coop.no155power.no13319Description:Komplett.noisleadingtheNorwegiane-commercemarket,withe-commercenetsalesofUS$402millionin2022generatedinNorway,followedbyelkjop.nowithUS$376million.ThirdplaceistakenbywithrevenuesofUS$288million.AisthefourthbiggestonlinestoreinNorwaywithnetsalesofUS$277millionin2022.ReadmoreNote(s):Norway;2022Source(s):ecommerceDB.com;ToponlinestoresinFinlandin2022,bye-commercenetsales(inmillionU.S.dollar)Finland:Top10onlinestoresE-commercerevenueinmillionU.S.dollar100

1500gigantti.fi50200250300272.8239.8k-ruoka.fi191.6zalando.fi159.9152.4150.2alko.fi131.3103.597.891.1prisma.fi20Description:VisleadingtheFinnishe-commercemarket,withe-commercenetsalesofUS$272millionin2022generatedinFinland,followedbygigantti.fiwithUS$239million.Thirdplaceistakenbyk-ruoka.fiwithrevenuesofUS$191million.Zalando.fiisthefourthbiggestonlinestoreinFinlandwithnetsalesofUS$159millionin2022.ReadmoreNote(s):Finland;2022Source(s):ecommerceDB.com;Mostpopulare-commerceandshoppingwebsitesinSwedeninApril2023,basedonshareofvisitsLeadinge-commerceandshoppingwebsitesinSweden2023,basedonvisitshareShareofvisits10%0%2%4%6%8%12%14%16%18%20%blocket.seamazon.se18.84%10.13%8.25%prisjakt.nu6.94%4.5%21Description:TheonlinemarketplaceandclassifiedadspaltformBlocketwasthemostvisitede-commerceandshoppingsiteinSweden,asitaccountedforabout19percentofdesktoptrafficinApril2023.Tfollowedwith10.13percentofvisits.

ReadmoreNote(s):Sweden;April2023;desktoponly;category:E-commerceandshoppingSource(s):SimilarWebMostpopulare-commercesitesinDenmarkin2022,bymonthlyvisits(in1,000s)Mostvisitede-commercesitesinDenmark2022Averagemonthlyvisitsinthousands1,000

1,50005002,0002,5003,000elgiganten.dkleroymerlin.framazon.deallegro.plamazon.co.uk22Description:Elgiganten.dkwasthemostvisitede-commercesiteinDenmarkin2022,hittingover2.6millionmonthlyvisits.Mfollowedwithanaveragemonthlytrafficof2.4millionvisits.ThetwoconsumerelectronicssitesoutdidAmazon,at2.3millionmonthlyvisits.ReadmoreNote(s):Denmark;2022Source(s):SemrushMostvisitedwebshopsinNorwayinApril2023(inmillionvisits)MostpopularwebshopsinNorway2023Numberofwebsitevisitsinmillions0510152025303533.27finn.noelkjop.no5.635.55prisjakt.nobiltema.no4.43komplett.no15min.lt4.154.143.96prisguiden.no3.663.623.33matprat.no23Description:InApril2023,finn.norankedasthemostvisitede-commercesiteinNorway,withapproximately33millionwebsitevisits.Elkjop.noplacedsecond,witharound5.63millionvisits,followedbyprisjakt.nowitharound5.55millionvisits.ReadmoreNote(s):Norway;April2023;mostvisitede-commerceandretailwebsitesbytrafficSource(s):SemrushMostpopulare-commerceandshoppingwebsitesinFinlandinApril2023,basedonshareofvisitsLeadinge-commerceandshoppingwebsitesinFinland2023,basedonvisitshareShareofvisits0%2%4%6%8%10%12%14%16%tori.fi14.3%4.47%4.35%oikotie.figigantti.fi4.02%2.77%24Description:InApril2023,tori.fiwastheleadingonlineshoppingwebsiteinFinland.Duringthemeasuredperiod,theplatformaccountedfor14.3percentofdesktoptrafficinthee-commerceandshoppingsubcategory.Efollowedwithabout4.5percentofvisits.ReadmoreNote(s):Finland;April2023;desktoponly;category:E-commerceandshoppingSource(s):SimilarWebCHAPTER

04ConsumptionOnlinechannelswhereconsumersstarttheirshoppingjourneyintheNordiccountriesin2ndquarter2023OnlinechannelsusageforproductsearchintheNordics2023ShareofrespondentsFinland20%SwedenNorway30%0%10%40%50%47%60%59%SearchengineOnlinestore42%42%45%44%32%BrowsingwebsitesorappsPricecomparisonserviceSocialmedia35%25%21%29%23%12%14%19%6%Onlinemarkeplace10%8%26Description:IntheNordiccountries,consumersfromFinlandandSwedenaremostlikelytostarttheirshoppingjourneyonsearchengines.Asofthesecondquarterof2023,almostthreeinfiveFinnishshoppersusedsearchenginestofindproductinformation,comparedto47percentofSwedes.InNorway,consumerspreferredproductdiscoverythroughonlinestores,at45percent.

ReadmoreNote(s):Finland,Norway,Sweden;Q22023;1,000respondentspercountrySource(s):Klarna;NepaShareofindividualspurchasingviatheinternetintheNordiccountriesfrom2016to2022ShareofindividualspurchasingviatheinternetintheNordiccountries2016-2022SwedenDenmarkNorwayFinland95%90%85%80%75%70%65%60%92%92%91%87%89%88%86%85%84%79%84%84%82%82%81%80%77%79%79%78%76%78%76%73%71%70%67%201620172018201920202021202227Description:TheshareofindividualspurchasingovertheinternetincreasedovertheyearsintheNordiccountries.ThemostdramaticgrowthcouldbeobservedinNorway,where78percentoftherespondentshadshoppedonlinein2016,comparedto92percentin2022.However,theshareofshoppersdecreasedslightlyinDenmarkandSwedenin2022.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2016to2022;15-74years;purchasemadeonlineinthelastyearSource(s):Eurostat;NordicStatisticsdatabaseMostcommonlypurchasedproductcategoriesonlineintheNordicsin2ndquarter2023MostcommonlypurchasedproductsonlineintheNordics2023Product

categorySweden24%20%38%42%42%33%22%36%20%26%32%42%Norway20%16%35%34%41%31%16%31%15%19%28%23%Finland18%16%33%39%41%37%17%22%14%24%29%18%AutomotivesparepartsoraccessoriesChildrensproductsClothingandshoesElectronicsEntertainmentEroticmaterialsandtoysGroceriesBeautyHomeandgardenJewelryandaccessoriesLeisure,sportandhobbyPharmaceuticalproducts28Description:Inthesecondquarterof2023,entertainmentwasthemostpurchasede-commerceproductinSweden,Finland,andNorway.Thiscategorywaspurchasedbyaround40percentofrespondentsineachcountry.InSweden,pharmacyproductsandfashionwasjustaspopular,withashareof42percent.ReadmoreNote(s):Finland,Norway,Sweden;Q22023;1,000respondentspercountry;categoriesmostlypurchasedonlineSource(s):KlarnaMostpopularpaymentmethodsforonlinepurchasesintheNordiccountriesin2022MostpreferredpaymentmethodsforonlinepurchasesinNordiccountries2022ShareofrespondentsFinland10%Sweden15%Norway20%Denmark25%0%5%30%35%40%45%50%Swish,VippsandMobilePayInvoicePhysicaldebitcardDirectpaymentfrombankaccountPhysicalcreditcardDigitalwalletInstallmentpayment29Description:ThemostpopularpaymentmethodforonlinepurchasesintheNordiccountriesin2022wasbySwish,VippsandMobilePay.AboutfourinnineDanesusedmobilepaymentsfortheironlineshopping,leadingthewayintheNordics.Intheregion,directpaymentfrombankaccountwasthemostpopularinFinland,asitwasusedbyroughly30percentofFinns.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;October2022;4,000respondents;*1,000respondentseachfromSweden,Denmark,Norway,andFinland.

ReadmoreSource(s):HUIResearch;SveaEkonomiConsumerattitudestowardsshoppingonsocialmediaintheNordicsin2022ConsumerattitudestowardssocialcommerceintheNordics2022ShareofrespondentsIshoppedonsocialmediaseveraltimesIhaven'tandcan'timaginedoingitIshoppedonsocialmediaonceDonotknow/noanswerIhaven'tbutcanimaginedoingit0%10%20%30%40%50%60%70%80%90%100%DenmarkFinlandSwedenNorway24%11%19%41%6%23%22%9%33%31%33%4%14%27%5%19%12%17%45%7%30Description:DanishconsumerswerethemosteagertoshoponsocialmediaintheNordiccountries,accordingtoasurveyfromJanuary2022.AlmostoneinfourconsumersfromDenmarkhadalreadyshoppedonsocialmediaplatformsseveraltimes,while23percentofFinishrespondentsdidthesame.ConsumerslivinginNorwaywerenotthatattractedtosocialcommerce,asalmosthalfofthemcouldnotimagineshoppingonsocialmedia,thehighestrateamongtheNordics.

ReadmoreNote(s):Denmark,Finland,Norway,Sweden;January12to24,2022;4,044respondents*;*1,012peopleinDenmark,1,008inFinland,1,013inNorway,and1,011inSweden.Tothequestion:'Haveyoueverboughtaproductviaasocialmedia(e.g.[...]

ReadmoreSource(s):YouGovPurchasedriversamongsocialcommerceusersintheNordiccountriesin2022SocialcommercepurchasedriversintheNordiccountries2022Shareofrespondents5%

10%

15%0%20%25%30%35%40%45%50%47%IneedtheproductAspecialdiscountpromotion28%27%TheproductisnotavailableforpurchaseanyotherwayAttractiveadvertisement15%14%12%Apractical/quickcheckoutTheproductisoneofmyfavoritebrandsTheproductissustainable9%Theproductwas/isrecommended/advertisedbyaninfluencerTheproductwasrecommended/promotedbyacelebrity6%4%31Description:Ofthesurveyrespondents,47percentreportedthatproductnecessitywasorwouldbethedrivingforcebehindthemmakingapurchaseviasocialmediain2022.Aspecialdiscountpromotion,andtheproductbeingunavailableforpurchaseanyotherwayaretheonlyotherpurchasedriverswithatotalshareofrespondentsover25percentoverthesametimeperiod.

ReadmoreNote(s):January12to24,2022;2318respondents;18yearsandolderSource(s):YouGovShareofsocialshoppersintheNordiccountriesasof2022,bysocialmediaplatformShareofsocialshoppersintheNordiccountries2022,bysocialmediaplatformShareofusers30%0%10%20%40%50%60%70%FacebookInstagramSnapchatPinterestTikTok61%25%6%6%4%4%TwitterTwitch3%32Description:In2022,FacebookandInstagramclearlydominatesocialshoppingintheNordiccountries.Thatbeingsaid,Facebook'spieceofthepieismuchlarger,as61percentofrespondentsreportedthattheyhavealreadyboughtorcouldimaginethemselvesbuyingaproductthroughFacebookReadmoreNote(s):January12to24,2022;2,318respondents;18yearsandolderSource(s):YouGovCHAPTER

05DeviceusageDistributionofretailwebsitevisitsandordersintheNordiccountriesasof2ndquarter2023,bydeviceOnlineretailwebsitevisitsandordersinNordiccountries2023,bydeviceSmartphoneDesktopTablet100%90%80%70%60%50%40%30%20%10%0%2%1%24%31%75%67%TrafficshareOrdershare34Description:Duringthesecondquarterof2023,smartphonesaccountedfor75percentofretailsitevisitsintheNordiccountriesandwereusedtomake67percentofonlineshoppingorders.Meanwhile,desktopcomputersgenerated24percentofretailwebsitetrafficbutwerebehind31percentofallpurchases.ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchAnnualpercentagechangeindigitalcommercetrafficinNordiccountriesfrom2ndquarter2022to2ndquarter2023,bydeviceAnnualgrowthine-commercetrafficintheNordics2022-2023,bydeviceComputerMobileOverall20%15%10%5%16%13%10%9%8%6%4%3%2%0%0%-1%-1%-5%-10%-5%-6%-6%Q22022Q32022Q42022Q12023Q2202335Description:Inthesecondquarterof2023,e-commercetrafficoncomputersinNordiccountriesdeclinedyear-over-yearinbyfivepercent.E-commercetrafficonmobiledevicesgrewthemost,at16percent.

ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchPercentageofbasketscreatedthatdidnotresultinacompletedorderinNordiccountriesin2ndquarter2023,bydeviceCartabandonmentrateintheNordics2023,bydeviceComputerMobile83%Tablet90%80%70%60%50%40%30%20%10%0%77%75%Q2202336Description:Whenshoppingforgoodsonline,itiscommonforconsumerstopulloutofatransaction,leavingtheorderincomplete.Inthesecondquarterof2023,approximatelyeightintenordersmadeonmobiledevicesinNordiccountrieswerenotcompleted.Duringthatsamethree-monthperiod,77and75percentofbasketscreatedoncomputersandtabletsrespectivelywereleftabandoned.

ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchShareofvisitstoe-commercewebsitesfromsocialmediareferralsintheNordicsin2ndquarter2023,bydeviceSocialreferralstoe-commercesitesintheNordics2023,bydeviceNordicsWorldwide30%25%20%15%10%5%24%16%12%10%8%7%2%1%0%TabletSmartphoneTotalDesktop37Description:Inthefirstsecondof2023,sevenpercentofvisitstoe-commercewebsitesintheNordiccountriescamefromsocialmediareferrals,withaslightlylowerratethantheglobalaverage.Tabletscontributedthemost,as16percentoftheirtraffictoe-commercesiteswasgeneratedfromsocialmedialinks.Meanwhile,ofallvisitsmadeviadesktopcomputers,onlyonepercenthadsocialnetworksasasource.

ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchMobilecommercepenetrationintheNordiccountriesfrom2ndquarter2021to2ndquarter2023MobileshoppingpenetrationintheNordics2021-2023SwedenNorwayFinland55%50%45%51%49%45%43%42%35%41%38%40%39%34%39%37%40%38%36%37%35%31%27%35%32%34%35%30%25%20%33%29%25%33%Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q2202338Description:Inthesecondquarterof2023,SwedenhadthehighestmobileshoppingpenetrationintheNordicregion,withover50percentofconsumersmakingpurchasesviatheirphones.Sincethesecondquarterof2021,m-commercepenetrationhasincreasedintheregion.ReadmoreNote(s):Finland,Norway,Sweden;Q22021toQ22023Source(s):KlarnaCHAPTER

06ShoppingappsLeadingshoppingappsinSwedenin2022,bynumberofdownloads(in1,000s)MostdownloadedshoppingappsinSweden2022Numberofdownloadsinthousands01002003004005006007008009001,000SHEIN-ShoppingOnlineLidlPlus907.35573.16AmazonShopping482.63H&M-welovefashionTooGoodToGo:EndFoodWasteZalando-onlinefashionstoreIKEA445.05359.22346.33301.13297.25Joom.ShoppingforeverydaySTUK.COVinted-BuyandsellclothesVestiaireCollective234.21210.09199.34190.9ABOUTYOUOnlineFashionShopZARA190.4440Description:In2022,SheinwasSweden'smostdownloadedshoppingapp.TheChinesefast-fashionretaileramassedover900,000appdownloadsontheGooglePlayStoreandAppleAppStore.LidlPlusrankedsecond,withoverhalfamilliondownloads,followedbyAmazonShoppingwith480,000downloads.ReadmoreNote(s):Sweden;2022;includesfreeappdownloadsfromtheAppleAppStoreandGooglePlayStoreSource(s):AppMagicLeadingshoppingappsinDenmarkin2022,bynumberofdownloads(in1,000s)MostdownloadedshoppingappsinDenmark2022Numberofdownloadsinthousands150

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250050100300350400450500Netto+SHEIN-ShoppingOnlineTooGoodToGo:EndFoodWasteIKEA434.08334.38319.83295.87292.54Øns