Northern European B2C e-commerce is developing extremely well. This is apparent from the new Northern Europe B2C E-commerce Report, published by Ecommerce Europe, the European umbrella organisation for online retailers. The total Northern European e-commerce economyof online sold goods and services amounted €28.4 billion in 2012 and is expected to grow to €31 billion in 2013. Figures in Ecommerce Europe reports are based on the European Measurement Standard for Ecommerce (EMSEC).
Online sales will reach €31 billion in 2013
The Northern European region, including Sweden, Denmark, Finland, Norway, Iceland and the Baltic states, is now in fourth position for e-commerce size, with a 9.2% European market share. In 2012 the total B2C e-commerce economy of Northern Europe amounted to €28.4 billion, a 10% growth compared to 2011. Online sales of goods and services are forecast to reach €31 billion in 2013, a growth of 7.1% in comparison with 2012.
Denmark leads the way, followed by Sweden and Norway
The mature online markets of Northern Europe are Denmark, Sweden, Norway and Finland. Denmark leads the way with a total online sales of €7.4 billion. Projections for 2013 indicate that Denmark will maintain its position with total sales of €8.3 billion. Sweden and Norway rank second and third place with total sales of €8.1 billion and €7.6 billion in 2013 respectively. Finland is in fourth place and will reach total sales of €5.6 billion in 2013. The Baltic states and Iceland are showing the lowest online sales between €100 million and €300 million each. However, these countries have shown the highest e-commerce growth with between 20% and 30% in 2013 and are therefore strongly upcoming e-commerce markets.
Iceland has a internet population of 95%
In 2012, the Northern European population was estimated to be 32.1 million (3.9% of Europe’s population). Internet penetration in Northern Europe (86%) has been above the European (66%) and EU28 average (76%) in 2012. The latest number of Internet-users is estimated at 27.6 million for Northern Europe. The top three tier having internet access is being lead by Iceland with 95%, followed by Norway and Sweden with 93% and 92% respectively.
Northern European e-household spend €2,145 online in 2012
Ecommerce Europe’s research reveals that 19 million consumers in Northern Europe bought goods and services online in 2012.
The average Northern European e-household spend a total of €2,145 online in 2012. This is far above the European average of €1,400 and EU28 average of €1,696. Norway leads the way with €2,981 on e-spend per household. Finland and Denmark follow with €2,821 and €2,868 respectively. These countries are the highest online spenders in Europe after the U.K.