In the third quarter of this year, more than half (53 percent) of all online orders in Denmark were completed on mobile phones. This was a strong increase compared to the same period last year, when 45 percent of Danes said that they used their mobile phone for online shopping.
These data come from the latest quarterly report about ecommerce in Denmark from the Confederation of Danish Industry. More than 1,000 consumers filled in a questionnaire about their online shopping habits in July, August and September this year.
Danes place online orders over 3 times a month
According to the report, on average, Danish consumers placed an online order 3.3 times per month. Compared to the third quarter in 2024, this is a decrease of 0.3 percent. Yet, the average order amount increased from 184.7 euros (1,379 Danish kroner) in September 2024 to 204.1 euros (1,524 Danish kroner) in September this year.
65% of young adults in Denmark place online orders on their mobile phone
In the third quarter of this year, 53 percent of all online purchases were made on a mobile phone. This was the highest level ever recorded by the researchers. This is mostly driven by young shoppers, as 65 percent of young adults and 68 percent of families with children used their mobile phones for their most recent online purchases.
Vinted second most popular store in Denmark
The report also looked at the most popular online stores in the country, in terms of the most recent purchase from surveyed consumers. For the first time, Vinted was included in the ranking. It has a market share of 3.1 percent of all recent online purchases. Because of that, it landed in second place. This means that the C2C platform outranks Chinese giant Temu. Zalando was in first place.
“The resale market has moved from the sidelines into the centre of Danish ecommerce. When a consumer-to-consumer platform like Vinted takes second place, it tells us that recommerce is no longer an alternative; it is mainstream. Combined with record-high mobile shopping, Danish consumers are clearly choosing convenience, sustainability, and price transparency. Companies that adapt early to these behavioral shifts will be the ones that win the next phase of online retail”, said Mie Bilberg, Head of ecommerce at the Confederation of Danish Industry.