Conversations

Carsten Rose Lundberg heads digital commerce at Dansk Erhverv, the Danish Chamber of Commerce, and has worked with the internet since 1996. He arrives with two props: The trophy handed to the winners of the Danish ecommerce awards, and a hundred-page report built on answers from 14.000 Danish consumers. Both say the same thing. Danish ecommerce is in good shape.

The numbers back him up. In the first half of 2026, Danish online revenue passed 100 billion kroner for the first time. The European E-commerce Report 2026 from Ecommerce Europe and EuroCommerce puts Denmark top in Europe for online spend per person, at €4.456 a year. Carsten puts part of that down to resilience: Danish shops have lived through COVID and price pressure from Chinese marketplaces, and when they can't get through something, they go around it.