Consultancy eMarketer has released its first-ever mobile commerce forecast for the Nordic countries. It said Sweden will lead in terms of m-commerce spending in 2018.
Sweden’s proximity and larger product selection in many sectors has made it a top choice for many cross-border buyers in the Nordic region, said eMarketer. As a result, Swedish retail m-commerce sales will reach USD 4.51 billion in 2018. This year, m-commerce sales in Sweden will account for 35.2 percent of all e-commerce sales. This is a greater share than in any country in Western Europe, except the UK and Germany.
EMarketer said mobile commerce will make up 32.7 percent of retail ecommerce sales in Denmark in 2018, ranking it sixth in Western Europe by this measure. Total Danish mobile retail sales will reach USD 2.95 billion this year, up 13.3 percent over 2017. Emarketer predicts that this will rise to USD 4.03 billion by 2021.
In Finland, the mobile share of retail e-commerce will represent 31.7 percent of all retail e-commerce sales in 2018, amounting to USD 1.80 billion. By the end of the forecast period, 34.8 percent of total Finnish retail e-commerce sales will be via a mobile device.
EMarketer expects mobile retail sales in Norway will reach USD 4.09 billion in 2018, a 13.6 percent increase over 2017 and accounting for nearly 35 percent of all retail e-commerce sales. By 2021, Norwegian m-commerce will total USD 5.60 billion and make up just under two fifths of all e-commerce sales.
The retail e-commerce and m-commerce figures for the Nordic countries do not fully represent the commitment to digital buying there, as consumers in Denmark, Finland, Norway and Sweden are among the most likely to buy from other EU markets, especially the UK and Germany. eMarketer assigns those sales to the countries where the retailers are located, not where buyers hail from.