In 2024, digital payments have become a routine for many Scandinavian consumers. Consumers in this survey reveal their top online shopping priorities, from trusted platforms to seamless returns and quick delivery. Sweden values trust above all, while Norway leans toward product variety, and Danish shoppers prioritize convenient returns. Younger consumers are driving the shift to mobile payments, with Norway seeing a distinct rise in smart device transactions. These findings illustrate the varied payment preferences and priorities driving online shopping in the region.
Trust, free returns, and fast delivery shape online shopping habits
When choosing where to shop online, trust in the seller is the top priority for consumers, as 45% consider it crucial. Following closely are convenience policies like free returns (39%) and fast delivery (37%).
Figure 1. Key considerations when online shopping
Which, if any, of the following are important to you when choosing to shop online?
Base: All adults 16-75 Base size: 2024 (n=4,200).
Note: Multiple choice questions.
A reliable, user-friendly shopping experience is highly valued across all demographics. Preferences shift slightly by age – older shoppers (55-64) value trust and easy navigation, while younger consumers (16-34) prioritize reading customer reviews. However, free returns and fast delivery remain consistently valued across all age groups. Additionally, customer support becomes increasingly important with age.
Figure 2. Key considerations when online shopping: Age
Which, if any, of the following are important to you when choosing to shop online?
Base: All adults 16-75. Base size: 16-24 (n=608) 25-34, (n=789) 35-44, (n=713) 44-54, (n=758) 55-64, (n=687) 65-75, 2024 (n=645).
Note: Multiple choice questions
While there aren’t a lot of major gender-based differences in online shopping preferences, some variations do stand out. Women value free returns (45%) significantly more than men (33%) and are also more likely to prioritize customer reviews – 39% of women are considering them important versus 30% of men.
Figure 3. Key considerations when online shopping: Gender
Which, if any, of the following are important to you when choosing to shop online?
Base: All adults 16-75. Base size: Male, (n=2,116) female, (n=2,059).
Note: Multiple choice questions.
Online shoppers in Scandinavia have slightly different priorities. Trust in the platform scores highest in Sweden (48%) and Denmark (47%) but lower in Norway at 37%. Free returns and fast delivery options are equally valued across all three countries.
Figure 4. Key considerations when online shopping: Country
Which, if any, of the following are important to you when choosing to shop online?
Base: All adults 16-75. Base size: Norway, (n=1,050) Sweden, (n=2,003) Denmark, (n=1,147).
Note: Multiple choice questions.
Norwegian shoppers stand out for their preference for product variety, with 48% considering it a key factor— significantly higher than in Sweden (20%) and Denmark (32%). A variety in payment options – when and how to pay – are more important to Swedish shoppers (35%), who particularly value options like "Buy Now, Pay Later." In Sweden, most online vendors have during the last couple of years begun to offer flexible credits, which might be one of the explanations for this preference.
For in-person payments, such as at shops or restaurants, the shift from physical cards to digital wallets is advancing. Frequent use of smart devices, such as mobile phones or smart watches, for in-person payments rose from 25% in 2023 to 29% in 2024, while infrequent use declined from 62% to 57%.
Figure 5. Payments with smart devices: Yearly development
When the option is available, how often do you use a smartphone or smartwatch to pay for things in person, for example in a shop or restaurant? (Figure showing respondents who chose always/nearly always/very often and never/hardly ever/not very often)
Base: All adults 16-75 who have access to a smartphone or smartwatch. Base size: 2023, (n=4,054) 2024 (n=4,052).
Younger consumers (18-34) are the most frequent users of smart devices for payment, though usage is gradually growing among those over 55 as well.
Figure 6. Payments with smart devices: Age
When the option is available, how often do you use a smartphone or smartwatch to pay for things in person, for example in a shop or restaurant? (Figure showing respondent who chose always/nearly always/very often)
Base: All adults 18-75 who have access to a smartphone or smartwatch. Base size: 18-24, 2023 (n=429), 2024 (n=453), 25-34, 2023 (n=749), 2024 (n=752), 35-44, 2023 (n=677), 2024 (n=677), 45-54, 2023 (n=726), 55-64, 2023 (n=649), 2024 (n=651), 65-75, 2023 (n=599), 2024 (n=606).
Norway experienced the most significant rise, with frequent smart device payments jumping from 13% in 2023 to 21% in 2024. Norway's mobile payment landscape has been shaped by restrictions on NFC technology, which limit access for competing payment providers. This restriction has drawn regulatory scrutiny and prompted calls from authorities to ensure open access, aiming to foster competition. Consequently, some Norwegian banks have opted not to support solutions like Apple Pay, encouraging consumers to explore alternative mobile payment options. This trend has led to the popularity of apps such as Vipps, which may have contributed to the increasing adoption of smart device payments in Norway.
Figure 7. Payments with smart devices: Country
When the option is available, how often do you use a smartphone or smartwatch to pay for things in person, for example in a shop or restaurant? (Figure showing respondents who chose always/nearly always/very often)
Base: All adults 16-75 who have access to a smartphone or smartwatch. Base size: 2023, (n=4,054) 2024 (n=4,052).
Across Europe, social media is becoming a well-established channel for online shopping, but engagement levels vary by country. Denmark (42%) and Sweden (41%) lead in social media purchases over the past year, particularly through social media marketplaces (e.g. Facebook marketplace, Instagram shopping etc.), where Denmark and Sweden show high engagement.
In Italy and the Netherlands, around 35-36% of consumers have made purchases via social media in the past 12 months, though fewer leveraged marketplaces or influencer links. The United Kingdom also shows moderate engagement, with 37% having made purchases through social media in the past 12 months, often influenced by brand-sponsored posts (18%).
Figure 8. Shopping through social media: Country
In the last 12 months, in which, if any, of the following ways have you made an online purchase through a social media platform?
Base: All adults 18-75. Base size: Norway, 2022 (n=1,000) 2023 (n=999) 2024 (n=1,050) Sweden, 2022 (n=1,908) 2023 (n=1,995) 2024 (n=2,003) Denmark, 2022 (n=1,092) 2023 (n=1,000) 2024 (n=1,147) Netherlands, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000) United Kingdom, 2022 (n=4,011) 2023 (n=4,000) 2024 (n=3,995) Italy, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000) Belgium, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000).
Note: Multiple choice question.
Older age groups, particularly those aged 65–75, are increasingly embracing shopping through mobile phone, with usage rising from 18% in 2023 to 26% in 2024. This growth among seniors contrasts with a slight decline in mobile preference among younger shoppers, indicating a possible shift in the demographic driving mobile shopping trends.
Figure 9. Mobile phone for online shopping: Age
Which, if any, is your preferred device for each of the following activities? – Make online purchases (Figure shows respondents who chose “mobile phone”)
Base: All adults 18-75. Base size: 18-24, 2022 (n=212), 2023 (n=234), 2024 (n=242), 25-34, 2022 (n=339), 2023 (n=397), 2024 (n=386), 35-44, 2022 (n=348), 2023 (n=324), 2024 (n=331), 45-54, 2022 (n=377), 2023 (n=365), 2024 (n=363), 55-64, 2022 (n=332), 2023 (n=316), 2024 (n=337),
65-75, 2022 (n=324), 2023 (n=328), 2024 (n=295).
Device preferences for online shopping remain nearly evenly split, with 44% of respondents choosing mobile phones and 41% preferring computers (laptops and desktops). While mobile retains a slight edge overall, the data suggests that consumers appreciate both devices for their distinct advantages.
Figure 10. Preferred device for online shopping: Yearly development
Which, if any, is your preferred device for each of the following activities? – Make online purchases
Base: All adults 18-75. Base size: 2022, (n=480) 2023, (n=923) 2024, (n=529).
Preferences also vary significantly by country. In Sweden, mobile shopping dominates, with 48% favouring mobile phones compared to 39% who prefer computers. In Denmark, computers are the most preferred device for shopping at 45%, compared to 36% for mobile phones.
Figure 11. Preferred device for online shopping: Country
Which, if any, is your preferred device for each of the following activities? – Make online purchases
Base: All adults 16-75. Base size: Norway (n=498) Sweden (n=927) Denmark (n=529).
For retailers, understanding these device preferences is crucial. Mobile users interact differently, relying on smaller screens, biometric authentication, and phone-based purchase confirmations, often without the interference of ad blockers. In contrast, computer users benefit from larger screens and keyboards but may encounter ad blockers and are more likely to use email-based authentication.