Norway eCommerce Insights

Insights into the growth of Norway eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled



Norway is home to 5.2 million people with a total GDP of 387 billion USD. GDP per capita is currently 72,046 USD and expected to reach 77,862 USD by 2021. Norway is ranked as the 4th richest country by the World Bank GDP per capita rankings.

Digital User Insights

There are currently 3.1 million eCommerce users in Norway, with an additional 250,000 users to be shopping online by 2021. These 3.35 million eCommerce users will represent 75.7% of the total population. The average user spends 2,144 USD online, which will grow to 2,785 USD by 2021.

Norway eCommerce Insights number of users in millions

In 2017, males outnumber female online shoppers. Males between the ages of 35-44 account for the biggest market share, representing 420,000 online shoppers. The second biggest category of online shoppers is men aged between 25-34, accounting for 400,000 online shoppers.

In 2021, the ratio of male to female shoppers is expected to remain the same across most age groups. Men aged 25-34 will become the biggest group of online shoppers.

Norway eCommerce Age groups and gender

Product Categories

Total eCommerce revenue across all product categories is 6.7 billion USD, expected to reach 9.3 billion USD by 2021. Fashion is currently the leading product category, accounting for 1.9 billion USD market share. Toys, Hobby & DIY is second, accounting for 1.7 billion USD.

By 2021, Fashion will still lead the charge, valued at 2.7 billion USD. Toys, Hobby & DIY will also grow, reaching 2.4 billion USD.

Revenue by market segment Norway eCommerce insights


In 2016, Norway was ranked 22nd in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 80% of Norway’ population reside in urban areas.

Preferred Online Payments

66% of online shoppers used credit cards, 15% used, 9% used Cash on Delivery and 7% selected a bank transfer as their preferred method of payment. 

preferred online payment methods Norway eCommerce insights

Where does Norway buy from?

Sweden supplies Norway with 11.4 billion USD in imports. Other key import partners are Germany (10.9 billion USD), China (8.23 billion USD), the United Kingdom (5.86 billion USD) and Denmark (5.53 billion USD).

top 5 import origins Norway eCommerce insights

Internet and Device Usage

Internet penetration in Norway is currently at 87.4%, and should reach 87.6% by 2021. Smartphone penetration is 76.7% and is projected to grow to 85.9% by 2021.  

83% of online sales in Norway were made via computer. 8% of purchases were made via tablet, and 4% via smartphone.

devices online purchase Norway eCommerce insights


Marketing spend in Norway has dropped across most mediums, with advertisers increasingly turning to digital solutions to help grow their brands. Digital has grown to by far the highest market spend reaching 1.2 billion USD. Television is the second highest market spend accounting for 640 million USD.

changes in advertising Norway eCommerce insights

Social Media

Norway’s Social Media Penetration is 61% of the population, with this expected to reach 64% by 2021. Popular networks include Facebook, Snapchat, Instagram, Youtube, and Twitter.

Social Network Penetration Norway eCommerce insights

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.