Nordics: online fashion users 2017-2027

In 2023, Sweden had the highest number of e-commerce fashion users in the Nordic region. That year, it was estimated that the country recorded around 5.6 million online fashion users. By 2027, it is forecast that the number of users will reach around 6.8 million.

Number of users of the online fashion market in the Nordics from 2017 to 2027, by country (in millions)

Characteristic	Sweden	Denmark	Norway	Finland
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Supplementary notes

Data provided by Statista Market Insights are estimates.

The eCommerce market segment Fashion encompasses the commercial (B2C) sale of apparel (for men, women, and children), footwear (e.g., leather shoes, sneakers, luxury footwear, as well as textile and other footwear), luggage and bags (e.g., suitcases, purses, and briefcases), as well as accessories (e.g., hats and caps, watches and jewelery) via a digital channel. The main sales channels in this market segment include internet retailers (e.g., amazon.com) and online fashion retailers (e.g., Asos, Zalando, Nordstrom) or dedicated category retailers (e.g., eBags, zara.com, clarks.com, samsonite.com). Dedicated outdoor and sports apparel, outdoor and sports footwear, as well as baby’s clothes are not included in this segment (see: Toys, Hobby & DIY). The purchase and resale of used fashion articles are also not included in this market segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

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