L. Yltävä
Research expert
Mobile commerce in the Nordics- statistics & facts
A major change is taking place in app stores around the world. Fast and affordable e-tailers are conquering markets one by one, and now, they have successfully expanded their reach to the Nordic countries. Here, the Chinese marketplace app Temu emerged as the most downloaded shopping app in 2023. For instance, in Finland alone, the Temu app was downloaded over one million times, a remarkable feat considering that the country has a population of just five million. The surge of mobile apps such as Temu has undoubtedly contributed to the increasing number of shoppers using their mobile devices for online purchases. In fact, mobile phones now account for a staggering 70 percent of all online shopping orders in the Nordics.
With the continuous growth of mobile commerce and high shares of younger generations adopting online shopping through their mobile devices, the Nordic region is headed for a thriving m-commerce market in the future.
The gap is closing between mobile and desktop shopping
Nordic consumers have embraced m-commerce, with mobile devices being the preferred choice for browsing retail websites and making purchases. However, purchases made on desktops still generate the highest sales. This trend can be observed worldwide, as consumers often purchase items of lower value on their phones and opt to buy big-ticket items on computers. Although desktops account for the highest sales share in the region, this gap is gradually narrowing, and by 2028, mobile sales are forecast to claim roughly 43 percent of the e-commerce market. This indicates that consumers are increasingly relying on their phones for their online shopping needs, regardless of the order amount.Who shops on mobile devices?
Mobile commerce in the Nordics is the most popular among the younger age groups. Specifically, consumers between the ages of 25 and 34 form the largest age cohort of mobile shoppers, followed by those aged 18 to 24. Furthermore, recent data shows that men constitute a significant majority of the mobile shopping audience in the region. In Sweden, nearly three-fourths of smartphone shoppers were men.With the continuous growth of mobile commerce and high shares of younger generations adopting online shopping through their mobile devices, the Nordic region is headed for a thriving m-commerce market in the future.
