PUBLISHED DATE: 2025-08-14 23:01:39

E-commerce Shopping Trends and Consumer Preferences

Shoppers plan to keep e-commerce a significant part of their lives, with a majority saying they intend to shop online at the same amount or more frequently in the future. This trend is consistent across Denmark (61%), Sweden (61%), and the global average (61%).

In the future, do you think you will shop online more, less, or about the same amount as you do right now?

In the first half of 2021, 47 percent of people surveyed in Denmark and Sweden reported shopping online in the past six months, closely aligning with the global average of 48 percent. Online marketplaces and retailer websites were the most popular channels for these purchases, with similar usage patterns across regions (47% for online marketplaces, 29% for retailer websites).

In the past six months, what kinds of channels have you used to shop online?

When it comes to online shopping, device preferences vary by region. Globally, 52% of consumers use a smartphone or tablet for the majority of their purchases, while 48% use a desktop or laptop computer. In Denmark, 67% prefer desktop or laptop computers, with 33% using smartphones or tablets. In Sweden, 62% use desktop or laptop computers, and 38% use smartphones or tablets.

Consumers show a preference for shopping with brands and making purchases via mobile phones. The primary drivers of brand choice are fast shipping (60%), easy navigation (59%), and product availability (54%).

When shopping online, I am more likely to buy from a brand that offers the following:

Consumers are confident in their ability to find what they’re looking for online, with nearly half (47%) saying they can navigate a brand’s e-commerce site without assistance. Sixty percent of shoppers prefer fast shipping, and while free shipping is also valued (54%), it is not as critical as speed. Despite this confidence, less than half (47%) feel loyal to a particular brand, and only 37% feel emotionally connected to brands, highlighting an opportunity for companies to build greater loyalty and engagement.

Please indicate how much you agree or disagree with the following:

More than half of consumers have abandoned a cart in the past six months due to a lack of product availability or long delivery times. Fast shipping remains the top driver of brand choice, with 60% of shoppers citing it as important. New features or design elements are less likely to keep shoppers engaged compared to these core expectations.

Please indicate how much you agree or disagree with the following:

To improve the shopping experience, consumers want retailers to provide cashback incentives, personalized after-sales care, and a variety of payment, delivery, and collection options.

If available, what kinds of features would you like an online retailer to provide?

Key Takeaway:

Consumers prefer to shop with brands and make purchases using their mobile phones. Fast shipping (60%), easy navigation (59%), and product availability (54%) are the primary drivers of brand choice.