Denmark: E-commerce beats the recession
November 9th, 2009
Despite the recession, e-commerce is rapidly expanding in Denmark. According to a report by FDHI, Association for Distance and Internet Commerce, e-commerce has increased by five percent from the first to the second quarter of 2009, which is 11.5 percent more than the same time last year.
One reason for this increase is a dramatic increase in internet shopping by 15-to-29-year-olds. The second quarter of this year saw a rise from 58 percent to 83 percent in online shopping in this age group, which is more than double the amount seen in other age groups.
The director of FDHI, Morten Kamper, commented that “as this generation grows older, they are already accustomed to using the internet for shopping, providing a stable, though perhaps more moderate, increase in the future.”
The next challenge for the online retail industry will be to get the older generations hooked on e-commerce, which will happen as more online shops identify how best to attract the older customers.
Among the bestselling products were clothes and shoes (29 percent). Of service products, cinema tickets (25 percent) and plane tickets (18 percent) were the most popular, and for online products, both software/internet/antivirus programmes and access to games take up 20 percent of the market.
Source: FDIH, http://www.fdih.net/, published August 11, 2009.
