Thresholds becoming lower
Europeans’ cross-border e-commerce is steadily increasing,
both within Europe and beyond. Compared to last year, the
number of Europeans who had at some time shopped online
from abroad, rose by nearly 11 million, equivalent to 8%.* This is
largely because consumers are becoming increasingly mature
and accustomed to shopping online, from both domestic
sellers and from abroad; to more and more people it feels just
as natural as shopping in physical stores.
Another important driving force is the fact that by buying from
abroad, consumers are gaining access to a wider product
range, more brands, better offers and lower prices.
The Nordics have by far the highest proportion of consumers wh