L. Yltävä
Research expert
Fashion e-commerce in the Nordics - statistics & facts
Fashion, encompassing clothing, footwear, and accessories, is one of the most purchased e-commerce products in the Nordic countries. In 2023, the Nordic online fashion market was valued at around 9.5 billion U.S. dollars. By 2027, it is forecast to reach almost 13 billion U.S. dollars. In the region, Sweden and Norway are home to the biggest fashion e-commerce markets, worth around 4.2 and 3.6 billion U.S. dollars, respectively. The online fashion industries in Denmark and Finland are comparatively small, each valued at roughly 2.5 billion U.S. dollars.
Boozt is another emerging player in the market. Founded in 2007 in Sweden, the company quickly climbed to the top list of fashion retailers in each Nordic country. In 2022, the retailer earned an annual revenue of 6.7 billion Swedish kronor, wherefrom 1.9 billion originated from sales in its native country. The store started out as a pure player, but has since launched outlet stores in Denmark, as well as an online outlet store Booztlet.com.
A tie between Zalando and H&M
Zalando and H&M are the leading online fashion stores in the Northern region. The German retailer Zalando takes the top spot in Denmark, Norway, and Finland, while H&M dominates in its home country of Sweden. However, Sweden is Zalando's biggest market in the Nordics, generating sales amounting to over 280 million U.S. dollars, compared to only 157 million in Finland. In turn, H&M generated roughly 370 million U.S. dollars in Sweden. Both stores have very successful mobile applications in the northern countries, each amassing over 50,000 monthly downloads.Boozt is another emerging player in the market. Founded in 2007 in Sweden, the company quickly climbed to the top list of fashion retailers in each Nordic country. In 2022, the retailer earned an annual revenue of 6.7 billion Swedish kronor, wherefrom 1.9 billion originated from sales in its native country. The store started out as a pure player, but has since launched outlet stores in Denmark, as well as an online outlet store Booztlet.com.
