Norway eCommerce

Insights into the growth of Norwegian eCommerce


Norway is home to 5.23 million people with a total GDP of 371.08 billion USD and GDP per capita of 74,930 USD, which is expected to reach 79,098 USD by 2022.

Digital User Insights

There are currently 3.17 million eCommerce users in Norway, with an additional 260,000 users expected to be shopping online by 2022. Four years from now, these 3.43 million eCommerce users will spend an average of 2,666.93 USD online.

Internet usage

Dividing internet usage into age groups gives a better picture of the Norwegian eCommerce market – 100% of 16-24 year olds, 99% of 25-34 year-olds and 100% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 90% and 82% daily penetration rate, respectively.

Product Categories

Total Norwegian eCommerce revenue across all product categories is 6.71 billion USD, and is expected to grow to 9.15 billion USD by 2022. Fashion is currently the leading product category in Norway, accounting for 2.06 billion USD market share, followed by Toys, Hobby & DIY, which generates 1.42 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 2.95 billion USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 1.93 billion USD.


In 2016, Norway was ranked 22nd in the World Bank Logistics ranking.

Preferred Online Payments

65% of Norwegian shoppers like to pay via debit card when shopping online.

Where does Norway buy from?

Sweden supplies Norway with 14.1 billion USD in imports – ranging from ships to computers. Norway's other key import partners are Germany ($10 billion), Denmark ($5.87 billion), the Netherlands ($4.21 billion) and the United Kingdom ($4.14 billion).

Internet and Device Usage

Internet penetration in Norway is currently 87.5%, and should reach 87.6% by 2022. Smartphone penetration is a little less (79.3%), but is projected to grow to 86.2% in the next four years.

83% of online shoppers in Norway buy via desktop, a stark contrast to the amount of smartphone (4%) and tablet (8%) shoppers.


In 2017, it was estimated 490.4 million USD of Norway's digital ad spend was spent on internet display advertising.

Social Media

83% of people in Norway are active social network users, thanks to Facebook, Pinterest and Twitter, which are the leading social networks.

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