Mobile users become mobile buyers
About 27 million people live in the region and over 25 million users own a smartphone, with Sweden having the biggest user base, at almost ten million people. Although less than in the past decade, smartphone users are also forecast to slightly increase, expanding the potential consumer base of mobile e-commerce. As a result, e-commerce sales from mobile devices will also expand and reach almost 40 percent by 2027, while the desktop sales share diminishes.Over the past few years, the preference for shopping on mobile devices has increased the most in Sweden, where the majority of online purchases are completed through these devices. Naturally, a growing number of Swedish consumers wish for an optimal mobile experience on e-commerce sites. Nordic shoppers who engage in e-commerce on their smartphones are mostly between the ages of 25 and 34. Similarly, consumers aged 18 to 24 comprise the second-largest age cohort. According to recent data, men make up almost three-fourths of the mobile shopping audience in the region.
Winners in mobile traffic & in-app shopping
Overall traffic to e-commerce sites has lately increased in the Nordic countries, especially via mobile phones. These devices account for most online visits and order share, outdoing desktop and tablet. Digital payments have become mobile-first, too. In 2022, more than four in ten Danes paid their online purchases with applications like Swish or Vipps, and three in ten Swedish and Norwegian online shoppers did the same. However, compared to other devices, mobile shopping had the highest share of online baskets that did not result in a purchase. Over eight in ten orders made on mobile devices were left abandoned.While established e-tailers reported the highest app downloads, media and second-hand products had the highest in-app transactions. In all four countries, the eBay shopping app ranked as the undisputed leader with the highest in-app revenue. The videogames marketplace LootBoy, and the media app Movie Collection, also ranked highly in terms of revenue generated on their mobile apps.
