E-commerce have been rapidly evolving in recent years, as consumers increasingly embrace the convenience and accessibility of online shopping. As part of the Smartson Consumer Report 2023 we delved into the online shopping habits of nearly 7,500 Nordic consumers during the year 2022. Additionally, we'll be comparing these insights with data from previous years to identify ongoing trends.

We believe that this article can provide valuable insights into consumer behaviour, helping your business better understand its customers and make informed decisions for future development.

For both 2021 and 2022, the top seven most commonly purchased product categories remained consistent in their order

Question: In what categories did you shop online in 2022?

Question: In what categories did you shop online in 2022?

While examining the top 5 most-purchased product categories in online stores for both 2022 and 2021, we can observe some similarities:

In both 2021 and 2022, clothes were the undisputed champion in online shopping, with 77% respondents purchasing clothes online during 2021 and 78% in 2022. This consistency suggests that the Nordics have a continued love for updating their wardrobes via digital stores.

Healthcare products, often a priority for consumers, maintained their position in second place in both years. In 2021, 69% of respondents purchased them, and this figure remained constant in 2022.

Home and leisure products also retained their popularity, with 69% of respondents purchasing them in both years. While the percentage remained the same, this stability indicates a consistent interest in enhancing one's living environment.

Similar to healthcare and home products, groceries held steady at 67% in both 2021 and 2022. The stability of this category demonstrates that consumers continued to rely on online shopping for essential needs.

In 2021, 65% of respondents bought home electronics online, and this figure stayed the same in 2022. The stability at this level could be attributed to high saturation of electronic devices in households, resulting in less frequent purchases.

The stability of certain product categories reflects the enduring consumer reliance on online shopping for everyday essentials

The strong popularity of clothing, healthcare products, and home & leisure items at the top of online shopping lists is likely because they are basic needs for humans. Additionally, online stores offer quick access to a variety of options, allowing consumers to easily compare prices and quality. However, you might wonder why groceries don't rank higher? One reason is that groceries have a shorter shelf life, and they are already available in physical stores almost everywhere. Customers often prefer fresh grocery products, and a slightly longer delivery time for clothing doesn't significantly affect their overall shopping experience, unlike groceries.

The shift in Nordic online shopping preferences from 2021 to 2022 reflects the dynamic nature of e-commerce, influenced by societal changes, technological advancements, and external factors. As consumers adapt to new circumstances and changing needs, their online shopping habits evolve accordingly. Online stores are crucial for businesses as they provide a global reach, 24/7 availability, cost-effectiveness, convenience, and a wealth of data and marketing opportunities, giving them a competitive edge in the digital age.

Most frequently purchased product categories online

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