Surpassing Britain and Germany, Denmark's per capita online shopping amount reaches 2,916 euros!

The European e-commerce market has been booming, and understanding consumer behavior plays an important role in strengthening the development of e-commerce. At the same time, understanding the consumer psychology of potential customers can also help sellers optimize their online stores.

Direct Link recently conducted a survey of about 12,000 consumers in Belgium, Denmark, Finland, Norway, Poland, Spain, Sweden and the United Kingdom. The results showed that Denmark has the highest annual per capita online shopping expenditure among the above countries.

The survey shows that the UK and Germany still have the strongest e-commerce markets in Europe. Both markets have high purchase volumes and e-commerce shares, and their large populations also reflect high purchasing power. Last year, 62 million consumers in Germany shopped online, while the UK had 49 million.

In the UK, at least 95% of the population shop online, with an estimated average annual spending of €2,316 per person. Sweden ranks second, with 96% of people shopping online and an average annual spending of €1,932 per person.

Surprisingly, Denmark has a relatively small number of online shoppers, accounting for 88%. However, compared with other countries, Denmark has the highest annual per capita online shopping expenditure, reaching 2,916 euros.

The report analyzed that due to Denmark's small land area, the transportation efficiency is relatively higher, and people are more willing to adopt the convenient way of online shopping. In addition, Denmark's Internet penetration rate is 99%, which is higher than the European average. It plays a great role in promoting the development of e-commerce.

In addition, during the epidemic, Danes' consumption behavior has changed, with online consumption accounting for a larger proportion, and the epidemic has forced them to use online shopping. Among those surveyed, 9 out of 10 Danes would use online shopping.

Plusshop.dk is one of the most popular shopping websites for Danish consumers, selling shoes, clothing, skin care, cosmetics, baby products and other products. The discounts and offers on this website have also attracted many consumers. Coolshop is a large Danish retailer that offers a variety of games and game consoles, home decoration, lifestyle accessories, technology, toys, baby products and beauty products at preferential prices across Europe.

In addition, most respondents said that they would continue to shop online even if the epidemic situation improves. Therefore, online shopping will develop well in Europe in the future.

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