Of all the ecommerce spenders across the Old World, consumers in Denmark have marked themselves as the highest spenders.
A consumer survey of 12,000 people across Europe has helped shine some light on consumer insight so that ecommerce retailers are better placed to understand the current market, what people are spending their money on, etc.
The survey was conducted by delivery solutions company Direct Link and covered consumers in the UK, Spain, Belgium, Denmark, Sweden, Poland, Norway, and Finland.
What were its findings?
The headline news is that Denmark, a country that has low amounts of ecommerce consumers relative to other countries, has the highest average spend per year compared to its European neighbors.
Danes spend on average €2,916 each year, the highest in Europe.
€2,316: the UK
€1,968: the Netherlands
This is surprising because there are very low ecommerce shoppers in Denmark compared to other European countries analyzed. In fact, it comes fifth from bottom.
95%: the UK
94%: the Netherlands
The strongest markets
Given their high rates of ecommerce shoppers and population, Germany and the UK remain the strongest ecommerce markets in Europe, a trend that is continuing.
According to the survey, Germany is home to 62 million ecommerce consumers while the UK is home to 49 million ecommerce. The average ecommerce spend per year in Germany was €2,088 while in the UK it was €2,316.
What could explain Danish dominance?
Because Denmark is a small country with a modern mixed economy with high levels of living standards. Its transport is also highly efficient and internet coverage stretches to 99%.
During the past year in Denmark, 9 in 10 people found ecommerce a big help during the pandemic. Meanwhile, half of Danes tried new ways of shopping and even 27% of pensioners tried ecommerce.