Denmark is the EU's #1 ecommerce country. Here's why

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.

Then he takes apart a common belief. When Danes were asked why they made their last online purchase, 34% said convenience. Selection came second, and price came third at 24%. Price matters, he says, but it isn't why most people shop online. Loyalty holds up too: 74% said their last purchase was from a store they had bought from before, which only happens when the first experience kept its promise.

Carsten and host Rasmus Skjoldan, Hello Retail's CMO, also talk about why he prefers the word relevance to personalization and why consent is worth gold to the shops he talks to. The customer journey gets its share too: It now zigzags between social media, webshops and physical stores. They end on AI. 45% of Danes have now used it somewhere in their digital customer journey, up from 38% in June 2025. Carsten's point is that AI is good at turning an intention into a product, but before intention comes inspiration, and that part is still the shop's job.

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