Intermediary AS

Key insights into consumer behavior shaping Norway’s digital economy.

Online shopping is fully embedded in everyday life in Norway. Nearly all consumers shop online regularly, across age groups and genders, confirming Norway as one of Europe’s most digitally mature ecommerce markets.

Digital services remain a core driver of online activity. Subscriptions, insurance, and event-related services are widely adopted, while fashion continues to dominate physical goods. Everyday necessities such as groceries and pharmacy products are increasingly moving online, indicating a shift toward routine ecommerce usage.

While services and goods are frequently purchased, travel-related spending represents the highest share of total online expenditure. Digital booking of transport, flights, accommodation, and mobility services is now the default behavior for Norwegian consumers.

Norwegian consumers show a clear tendency to choose local websites over international alternatives. Trust, familiarity, and perceived reliability play a key role in purchase decisions, making local presence and localisation critical for success.

Time savings, simplicity, and easy price comparison are the main reasons consumers choose online shopping. Ecommerce is viewed as a smarter and more efficient alternative to physical retail, rather than just a cheaper one.

Almost half of consumers consider environmental responsibility important when shopping online. Many expect merchants to reduce packaging and improve logistics, and a meaningful share are willing to accept longer delivery times in exchange for more sustainable solutions.

Consumers value convenience over speed alone. Pickup points and home delivery are both widely used, underlining the importance of offering multiple delivery options rather than a single default model.

Cards remain the most widely used payment method, but mobile and digital wallets play a significant role. Payment choice is primarily driven by perceived security, ease of use, and transaction speed rather than cost incentives.

Key insights into consumer behavior shaping Norway’s digital economy