Denmark ranks among the leading countries in the world in terms of digital development, and almost all Danes have access to computers and internet at home and use a computer or mobile device every day.
In 2016, 97 percent of the population aged 15 years or more used the internet, and 80 percent of that population (3.7 million people) shopped online. The largest ecommerce markets are clothing, media and entertainment, shoes and lifestyle, and information technology. The average spending per e-shopper was USD 3,320 in 2015.
The most common products/services that consumers purchase online are cultural experiences and vacations. Two out of three of the online consumers bought tickets for the theater, concerts or cinema, hotel accommodations, clothes, sports equipment and travel tickets. On the other hand, few people buy medicine or groceries online, even though the trend for online purchase of groceries is growing rapidly with the introduction of new and flexible delivery solutions. In general, female online shoppers buy more clothes, books, cultural experiences, food and groceries, whereas male online shoppers tend to buy computer hardware, games and electronics. Only four percent of citizens in the EU gamble online, but that number is significantly higher in Denmark, where 18% of the population gambles online.
The global rank also serves to highlight how advanced Danish consumers are in the adoption of smartphones yet, although the usage of mobile devices is growing, it is also important to note that desktops are still an important component in the digital journey. Apple smartphones hold a slim majority over Android devices. A recent study by the Nordics Smarter eCommerce Group showed that 80% of Danish retailers use a responsive site to optimise the customer experience. App usage is quite low at 6%.
Smartphone-owners purchases more frequently, but not through the mobile phone
The m-commerce is growing, but it is still through pc and tablets, that see the largest turnover. Owners of smartphones and tablets purchases online more frequently than other users.
The Danish government is seeking to implement online services that are simpler and more effective and is seeking to discontinue paper applications submitted by regular mail. Citizens of Denmark will each have a digital mailbox and will receive communication from the government through this. In the near future it will be mandatory for businesses to access government services online, including payment transactions with the government. Public schools, hospitals, nursing homes, etc. will be given subsidies to procure electronic applications that increase transparency and efficiency. Patient data is soon to be shared amongst doctors and hospitals and there will be increased focus on home treatment of patients with chronic diseases. The initiatives are intended to ensure that digitization efforts in the public sector will be coordinated and prioritized through wider and binding cross-governmental collaboration at all levels.
Debit and credit cards are also the preferred payment methods. In Denmark Dankort is very popular: a hybrid card which can be use as a debit card and as a credit card.
Dankort and Visa/Dankort is the most used payment system with approx. 85 percent of the online purchases. MasterCard/Eurocard is used in 10 percent of all purchases, but we see a quick uptake with the introduction of app-based payment systems, such as Danske Bank’s “MobilePay”.
Other payment methodes include Bank Transfer (46%), Electronic Invoice (41%), Mobile Pay/Swift (28%), and Paypal (14%).
Danish law regulates the charges that can be imposed by retailers when payment cards are being used in Denmark. The rule is that the retailer is allowed to impose any surcharge on the card holder when the payment is made with a credit card issued in Denmark or abroad, but not when a debit card, such as the Dankort or an international debit card is used. If a retailer chooses to surcharge for the use of a credit card, this fee may not exceed the fee paid by the retailer to the acquirer, and maximum up to 3.75% per transaction.