Nine reasons to expand into the Nordics

The Nordic region – Sweden, Denmark, Finland, and Norway – offers one of the world’s most digitally mature and sustainability-conscious e-commerce markets. With over 80% of consumers shopping online monthly and 73% making cross-border purchases, the region presents an exciting opportunity for international sellers.

We looked at postal group PostNord’s 2025 ‘Ecommerce in the Nordics (Spring)’ report, and found some key insights that highlight why now is the time to expand into the Nordics – and how to do it successfully.

1. E-commerce leads retail growth in the Nordics

E-commerce outpaced traditional retail across all Nordic countries in 2024.

Sweden and Norway led with growth rates of 5.0% and 8.6% respectively, compared to just 2.0% and 2.2% for general retail. This rebound reflects growing consumer confidence, particularly in Sweden, where economic recovery has boosted online spending.

2. Cross-border shopping is the norm

Nordic consumers are highly international in their shopping habits. Over 70% made at least one online purchase from abroad in the past year. China, particularly Temu, remains the top non-European source, especially for affordable electronics and fashion.

However, Sweden is the most popular intra-Nordic destination, thanks to its strong domestic e-commerce infrastructure and favourable pricing.

3. Where do Nordic consumers shop from the most?

• China: 30% of Swedes and Norwegians made their last international purchase here
• Germany: Especially popular with Danes (35%)
• Sweden: A key source for Finnish and Norwegian shoppers

4. What are the most popular online marketplaces by country in the Nordics?

Understanding where consumers shop is key to market entry. Here are the top platforms in each country:

• Sweden: Amazon (34%), Zalando (27%), Temu (23%)
• Denmark: Zalando (35%), Temu (26%), Amazon (23%)
• Finland: Zalando (29%), Temu (25%), Amazon (16%)
• Norway: Temu (41%), Zalando (34%), Amazon (16%)

Zalando remains a strong player across all markets, while Temu has surged in popularity, especially in Norway. Amazon is gaining ground, particularly in Sweden and Denmark.

5. Localised delivery and payment preferences

Delivery expectations vary:

• Sweden: Home delivery is preferred (32%)
• Finland: Parcel lockers dominate (used by over 50%)
• Denmark and Norway: Service points and home delivery are both popular

Payment methods are equally diverse:

• Sweden: Invoice payments (via Klarna) are most used; Swish is preferred
• Finland: Online bank payments lead, though card and mobile payments are rising
• Denmark and Norway: Credit cards dominate, with MobilePay and Vipps gaining ground

6. Demographics drive digital behaviour

Younger shoppers in the Nordic region are leading the charge:

• In Finland, 50% of 18–29-year-olds shop online weekly (up from 33% in 2024)
• In Denmark, younger consumers are more likely to cancel orders due to price sensitivity
• In Norway, the 30–49 age group is the most active monthly shopper segment
• Older consumers (50+) are increasingly shopping from China, showing growing digital confidence

7. Sustainability is a competitive advantage

Eight in ten Nordic consumers consider sustainability when shopping online. Pre-loved or second-hand shopping is growing, especially in Sweden and Finland, and consumers are increasingly motivated by environmental concerns and unique product finds.

Top pre-loved categories:

• Clothes and footwear
• Home electronics
• Books and media

8. Digital product passports (DPPs): the future of sustainable commerce

Digital product passports are set to become a game-changer in sustainable e-commerce. As a key part of the EU’s green transition strategy, DPPs provide transparent information about a product’s lifecycle, such as origin, materials, environmental impact, and recyclability – and we’ve outlined how you can set those up, and the relevant deadlines for sellers.

3 benefits of DPPs for sellers:

• Enhanced consumer trust through verified sustainability data
• Support for circular economy models like resale and repair
• Regulatory readiness ahead of EU enforcement starting in 2026

Early adoption of DPPs can give sellers a competitive edge in sustainability-conscious markets like the Nordics. This also supports Extended Producer Responsibility (EPR) compliance as part of a broader effort to sustain a circular economy.

♻️ Environmental compliance in the Nordics

All four Nordic countries – Sweden, Denmark, Finland, and Norway – enforce EPR compliance, though the scope and enforcement vary by country:

• Sweden: EPR is well-established and covers packaging, electronics, batteries, and textiles. Sweden is also actively aligning with EU-wide EPR reforms under the Circular Economy Action Plan.
• Denmark: EPR applies to packaging, electronics, and batteries. New rules, in line with EU directives, expand to textiles and furniture.
• Finland: EPR is enforced across multiple product categories, including packaging, electronics, and vehicles. Finland is also preparing for DPP integration.
• Norway: As part of the EEA, Norway mirrors EU environmental legislation. EPR is in place for packaging, electronics, and batteries, and the government is actively reviewing new EU EPR regulations for implementation

Read more about EU Batteries Regulation compliance.

9. Platform support: Zalando, Temu, and Amazon

Each major platform offers unique benefits for sellers:

• Zalando:
  • Zalando Fulfilment Solutions (ZFS) and Marketing Services (ZMS)
  • Sustainability tagging and participation in the “do.MORE” initiative
• Temu:
  • 0 commission and flat fees
  • US warehouse fulfilment options
  • Rapid growth but lower consumer trust (5% vs. Amazon’s 87%)
• Amazon:
  • Fulfilment by Amazon (FBA) and AI-powered tools like Rufus – and if you’re already on Amazon, you’re primed for expansion into Sweden via Pan-EU FBA.
  • Climate Pledge Friendly programme and emissions tracking
  • Strong brand trust and global reach

Learn more about Amazon FBA and how it works.

AVASK: your partner for VAT, EPR, and customs compliance in the Nordics

Expanding into the Nordics means navigating complex regulations – especially around VAT, customs, and environmental compliance. That’s where AVASK comes in to support e-commerce sellers with:

• VAT registration and compliance across the EU and UK
• EPR registration and reporting in countries like Germany, France, Spain, and Austria
• Customs clearance and documentation for smooth cross-border logistics
• A dedicated client portal for managing compliance tasks efficiently

With AVASK, sellers can focus on growth while staying compliant and environmentally responsible.

Expanding into the Nordics: your key takeaways

The Nordic e-commerce market is sophisticated, sustainability-driven, and increasingly cross-border. Sellers looking to expand here should:

• Offer flexible delivery and return options
• Localise content, payment methods and checkout flows. Partner with translation experts such as YLT Translations to make sure that product and advertising content is tailored to each language
• Embrace sustainability and prepare for DPPs
• Choose the right platform based on product category, brand goals, and logistics needs
• Partner with experts like AVASK to handle VAT, environmental compliance, and customs compliance

With a combined population of over 24 million and high digital penetration, Scandinavian e-commerce growth offers you plenty of scope to expand your business. Get ready to tap into one of the world’s most forward-thinking, sustainability-driven, and cross-border-ready consumer markets.

Happy selling!