Scandinavia Leads Europe For Ecommerce

The Latest Insights from International Online Marketing

Three Scandinavian countries are amongst the top four in Europe for online shopping, according to a study by the Office for National Statistics. The UK took the top spot for the proportion of people engaging in ecommerce, followed by Denmark, Norway and Sweden. 78% of Danes said they had shopped online in 2014, compared to 77% of Norwegians and 75% of Swedes. Finland came in at number eight, with 68% saying they had engaged in ecommerce in the previous year. Separate research by E-Marketer found that the most commonly bought categories in all 4 countries were travel, tickets and clothing items. 

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