Nordic E-commerce is Changing Because of Young Customers

Different generations’ shopping habits

In the Nordic region, people of different ages shop online at very different rates. People from Denmark (18–29 years old) and Norway (30–49 years old) are the most active online shoppers. When it comes to older shoppers, Sweden and Denmark are interesting. People aged 65 to 79 are twice as likely as people in other Nordic countries to shop online once a week.

Sweden is one of the few Nordic countries where age doesn’t have as much of an effect on how often people shop. But across the region, people over 50 are shopping online less often each week, showing that e-commerce use is clearly different between generations.

How Different Generations Want Things Delivered

Young people’s strong desire for flexibility and little human interaction is changing what people expect from delivery services. Unlike their older counterparts, they are surprisingly open to new ideas like parcel lockers and new ways to deliver packages. This is very different from older consumers, who value safety and familiarity more and usually choose traditional service points and home deliveries.

Young People Are Leading New Payment Ideas

The biggest difference might be in how people choose to pay. Young people are leading the way in using mobile payment options. The way people pay is changing because they like instant payment options like Swish, Vipps, and MobilePay, as well as digital wallets like Apple Pay and Google Pay.

Young people in the Nordic countries are twice as likely as older people to use mobile payments. This means that in the future, mobile payments may become the norm instead of the exception.

A Look Ahead

For the future of Nordic e-commerce, it’s important to understand these differences between generations. Younger consumers’ tastes, especially how open they are to digital solutions and flexibility, can tell us a lot about where online shopping will go in the future in the region.

As these younger shoppers gain more purchasing power, their tastes are likely to set the standard for online shopping in the Nordic countries.