Just Released: "Internet Retailing in Denmark"
Fast Market Research recommends "Internet Retailing in Denmark" from Euromonitor International, now available
[ClickPress, Mon May 26 2014] Danish consumers are embracing internet retailing, which has seen impressive growth over the review period and continued growing in 2013. There are several reasons why Danes enjoy shopping in web stores. High price sensitivity makes consumers value the possibility to compare offers and prices, just as the fact that internet retailers tend to be cheaper than store-based retailers contributes to the success of the channel. Nevertheless, according to a survey carried out by Danish E-commerce (FDIH), the flexibility of internet retailing, ie the fact that consumers can shop when they have time, is the advantage of internet retailing that most Danish consumers mention when asked. This reflects how Danish families tend to live stressful and hectic lives with both parents pursuing career opportunities combined with sports activities, children and an active social life. For internet retailers, this means that convenience is a key to success. Web stores must be designed to make shopping quick and easy and delivery must be fast and flexible.
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Internet retailing is led by Bestseller with a value share of 4% in 2013. Bestseller is the market leader in apparel in Denmark, operating as many as 13 well-known brands such as Vero Moda, Jack & Jones, Only and more. Consumers are constantly kept aware about Bestseller's brands due to the dense distribution through Bestseller's own network of more than 300 stores in Denmark combined with a wide presence in third party retailers. Moreover, shopping Bestseller's brands online is convenient for consumers as Bestseller has chosen to operate one common web store, where all brands can be purchased in one basket.
Over the forecast period the profile of internet shoppers in Denmark will gradually change. As the generations with high penetration of internet retailing grow older, and generations with lower penetration pass away, there will be an increased number of internet shoppers aged 65+. For market players, this means that there is growing market potential for internet stores targeting elderly Danes. Web pharmacies are an obvious example, but also online apparel stores targeting elderly consumers and the web shops of NGOs like Kraeftens Bekaempelse (The Danish Cancer Society) may benefit from this trend.
Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Denmark with research from Euromonitor's team of in-country analysts.
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