A growing market – but with sharper demands
Danish e-commerce reached DKK 199.2 billion in 2025, representing approximately 4% growth – even during a period of low consumer confidence. This is a strong signal that e-commerce remains a stable engine, but also that growth increasingly needs to be won through sharper execution.
This particularly affects marketing and e-commerce on three fronts:
Competition is becoming more performance-driven
Conversion work matters more than volume alone
Customer experience is becoming a clearer differentiating factor
Mobile-first has become the standard for the entire purchase journey
According to the analysis, 59% use their smartphone for searching, and 55% complete the purchase on mobile. This isn't just a UX issue. It has a direct impact on how efficiently an advertising budget is converted into sales.
When mobile is the starting point, these areas typically become the first “leaks” in performance:
Landing page experience on mobile (structure, readability, friction)
Speed (load time and stability)
Checkout on mobile (steps, input fields, errors)
MobilePay shifts expectations around checkout
MobilePay is now the most widely used payment method (40.3%) and has overtaken payment cards. This is an important shift, because the payment flow is in practice the final step before revenue is generated.
From a marketing perspective, this is especially about the fact that:
Performance doesn't stop at the click
Payment friction can “eat into” your ROAS
Simple checkout supports both conversion and user experience
Convenience beats price – and that should be visible in your messaging
The analysis shows that consumers prioritise convenience (34%) and selection (33%) above price (25%) as reasons to shop online. This is a significant shift, as it changes what should typically carry the most weight in communication and experience.
In practice, this means that messages and on-site elements often win when they make one thing clear:
It's easy to shop here
It's easy to choose the right product
It's easy to get it delivered on your terms
Delivery is a conversion factor, not just logistics
Click-and-collect (parcel shop/parcel locker) now accounts for 61% of deliveries, while home delivery has dropped to 37%. This indicates that flexibility has become the standard expectation.
For e-commerce and marketing, this means in particular:
Delivery options should be visible early (not hidden until the end)
Parcel shop/parcel locker should be prioritised in the checkout setup
Delivery can be an active message (not just a practical detail)
What does this mean overall for marketing and e-commerce?
When the insights are combined, the E-commerce Analysis 2025 points to a more mature e-commerce reality, where the bottom line is increasingly determined by friction and relevance rather than price and volume alone.
The areas that typically have the greatest direct impact on performance are:
A mobile experience that matches traffic expectations
A payment flow that supports fast conversion
Convenience as a clear part of both messaging and on-site experience
Delivery set up and communicated according to actual behaviour (click-and-collect dominates)
Read the full analysis here: https://www.danskerhverv.dk/branche/digital-handel/e-handelsanalyser-2025-analyser/
