Norway E-commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Norway E-Commerce Market Report is Segmented by Business Model (B2C, B2B, C2C), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Norway E-commerce Market Size and Share

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Norway E-commerce Market Analysis by Mordor Intelligence

The Norway e-commerce market is valued at USD 9.63 billion in 2025 and is projected to reach USD 14.21 billion by 2030, advancing at a 7.91% CAGR. Continuous public-sector investments in digital infrastructure, 98% internet penetration, and sustained consumer spending underpin this trajectory.[1]Ministry of Local Government and District Affairs, “Digitaliseringsstrategi 2024-2030,” regjeringen.no The government’s NOK 2.8 billion (USD 747 million) fiber program boosts remote connectivity, while 87% of domestic online sales already accrue to Norwegian stores, evidencing strong local capabilities. Mobile commerce, commanding two-thirds of sales, benefits from smartphone penetration exceeding 95% and a growing appetite for seamless “green delivery” options. Payment innovation is reshaping checkout experiences as Buy-Now-Pay-Later (BNPL) expands faster than any other method, driven by Klarna’s 18% domestic share. Currency volatility and high last-mile costs in sparsely populated areas temper full-market conversion but are mitigated by EU VAT One-Stop Shop (OSS) reforms that simplify cross-border compliance for small sellers.[2]“VAT OSS Guide,” taxation-customs.ec.europa.eu

Key Report Takeaways

  • By business model, B2C retained 78% of Norway e-commerce market share in 2024, while C2C is accelerating at a 12.6% CAGR through 2030.  
  • By device type, smartphones secured 66% revenue share in 2024; other connected devices are forecast to expand at a 10.4% CAGR to 2030.  
  • By payment method, card payments held 54% share of the Norway e-commerce market size in 2024, but BNPL is scaling at a 13.7% CAGR through 2030.  
  • By B2C product category, fashion & apparel contributed 29% of the Norway e-commerce market size in 2024; food & beverages is advancing at a 14.8% CAGR through 2030.  

Segment Analysis

By Business Model: B2C Stability Confronts C2C Acceleration

The B2C segment contributed 78% to the Norway e-commerce market in 2024, supported by omnichannel rollouts from legacy retailers and trusted local payment options. Heavyweights such as KID ASA expanded online revenue 17.6% year on year, illustrating how brick-and-mortar brands defend share by integrating click-and-collect, unified inventories, and free returns. The Norway e-commerce market size for B2C transactions is expected to rise in tandem with household spending growth and fiber reach into secondary cities. However, the C2C segment, propelled by sustainability and price sensitivity, is forecast to log a 12.6% CAGR through 2030, eroding B2C dominance. Schibsted Marketplaces monetises C2C traffic via listing fees and value-added logistics, capturing NOK 2,103 million (USD 561 million) in Q4 2024 revenue.

C2C uptake reflects a social shift toward circular consumption, with 34% of citizens purchasing second-hand goods online in the past year. Recommerce platforms generate network effects that traditional retailers struggle to replicate, pushing incumbents to launch take-back programs and own-brand marketplaces. B2B e-commerce, while currently niche, benefits from Two and Avarda’s BNPL rail for trade buyers, aligning invoicing simplicity with procurement workflows. As B2B digital maturity increases, the Norway e-commerce industry unlocks incremental volume from wholesale and industrial categories.

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Note: Segment shares of all individual segments available upon report purchase

By Device Type: Mobile Supremacy Meets IoT Commerce

Smartphones accounted for 66% of turnover in 2024, and app purchases now represent 52% of mobile transactions, indicating preference for feature-rich native experiences. Retailers prioritise app personalisation, biometric login, and in-app BNPL modules to raise conversion. Nevertheless, the fastest-growing slice—other connected devices—will expand at 10.4% CAGR, catalysed by smart speakers, watches, and in-car infotainment commerce. Norway’s renewable-powered data-center cluster hosts the compute backbone for voice assistants, enabling merchants to trial hands-free re-order journeys.

Desktop usage remains relevant for complex, high-consideration purchases and B2B orders requiring detailed specifications. The Norway e-commerce market size for multi-device shoppers will continue to increase as IoT endpoints proliferate in households averaging 2.8 connected devices beyond phones. Early adopters already manage grocery re-plenishment through fridge sensors, while wearables nudge health-related product recommendations, foreshadowing broader omnichannel convergence.

By Payment Method: Cards Yield to BNPL and A2A Innovation

Card payments still led with 54% share in 2024, but growth has plateaued amid rising interchange scrutiny and card-not-present fraud prevention expenses. BNPL, expanding at 13.7% CAGR, capitalises on transparent fee structures and soft-credit checks attractive to millennials wary of revolving credit. Vipps anchors domestic wallets, facilitating low-cost peer-to-merchant transfers that now appear alongside BNPL at checkout. A2A payments will double to 16% share by 2028, supported by PSD2 APIs that route funds instantly and cheaply between bank accounts.

Merchants integrating multi-rails achieve higher acceptance rates and lower cost-of-payment. The first movers leverage real-time settlement data to optimise inventory and reduce chargeback risk. Consequently, the Norway e-commerce market enjoys enhanced liquidity cycles for SMEs and better user experience across checkout journeys.

Norway E-commerce Market
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Note: Segment shares of all individual segments available upon report purchase

By B2C Product Category: Fashion Leadership Faces F&B Momentum

Fashion & apparel dominated with 29% of Norway e-commerce market share in 2024, but return rates approach 45%, pressuring logistics budgets. Sustainability concerns elevate interest in rental and second-hand fashion, compelling brands to develop circular programs. Food & beverages is the fastest-growing vertical at 14.8% CAGR, as Oda scales dark-store operations and accelerates ambient-temperature SKUs. The Norway e-commerce market size for online groceries is positioned to climb as consumers embrace weekly subscription models for pantry staples.

Electronics remains resilient due to high disposable income and early adoption of new gadgets. Komplett and Elkjøp shield domestic share through express pick-up and extended warranty bundles. Beauty & personal care benefits from premiumisation, while furniture gains from augmented-reality visualisers that mitigate size-related cart abandonment. Category expansion underscores how breadth of assortment and last-mile reliability dictate competitive advantage.

Geography Analysis

Urban clusters around Oslo and Bergen form the core of the Norway e-commerce market, generating dense delivery routes and shorter fulfilment windows. Domestic firms optimise inventory staging within 50 kilometres of these hubs to achieve same-day cut-offs. By contrast, Northern Norway’s sparse population yields a cost-to-serve that reduces average order frequency even though fibre coverage is improving under public investment programs. Shipping surcharges erode price competitiveness against physical retail, prompting experimentation with micro-fulfilment and communal pick-up points.

Cross-border behaviour remains entrenched: 48% of consumers place international orders monthly, primarily from Sweden and China, leveraging currency arbitrage and broader assortments. EU OSS reforms enable Norwegian SMEs to counterbalance outbound flows by marketing niche products to Europe without complex tax filings. The European cross-border e-commerce market reached EUR 326 billion (USD 354 billion) in 2024, presenting ample upside for export-oriented Norwegian brands. A strong trade surplus and energy-backed NOK valuation can, however, dampen import attractiveness, shifting consumer focus toward domestic SKUs when the krone strengthens.

Infrastructure resilience also varies by region. The upcoming Svalbard cable redundancy and new DC campuses position Northern territories as viable data-intensive commerce hubs over the long term, narrowing the urban-rural digital divide. Collectively, these dynamics sustain a multi-speed Norway e-commerce market that rewards localisation strategies and cross-border dexterity in equal measure.

Competitive Landscape

Norway’s e-commerce arena exhibits moderate fragmentation where domestic proficiency in logistics and local taste offsets global scale. Schibsted Marketplaces posted NOK 8,326 million (USD 2.2 billion) in 2024 revenue, validating its focus on classifieds and recommerce at a national level. International apparel giants Zalando and H&M leverage advanced AI recommendation engines but must accommodate local payment rails and high free-return expectations. Electronics leaders Komplett, Elkjøp, and Power utilise regional warehouses integrated with AutoStore robotics to maintain 24-hour delivery promises statewide.

Technology capability acts as the prime differentiator. AutoStore’s global automation footprint attracts foreign retailers seeking modular fulfilment inside Norway, indirectly enriching the Norway e-commerce market ecosystem. Vipps’ expansion into bundled financial services fosters platform lock-in effects similar to Asian super-apps, giving domestic merchants a loyalty lever unattainable to global competitors operating without local banking partnerships. Emerging players like Tise.com exploit sustainability niches by aligning peer-to-peer commerce with green values, enabling agile entry against incumbents bound to inventory-heavy models.

M&A prospects concentrate on logistics tech, payment orchestration, and niche marketplaces, evidenced by increased FDI scrutiny as the government lowers filing thresholds from one-third to 10 % of ownership for sensitive sectors. Overall, the Norway e-commerce market rewards speed-to-doorstep, eco-credentials, and adaptability to evolving payment habits.

Norway E-commerce Industry Leaders

  1. Prisjakt Sverige AB

  2. Komplett AS

  3. Elkjøp Norge AS

  4. Finn.no

  5. Power International AS

  6. *Disclaimer: Major Players sorted in no particular order
Norway E-commerce Market Concentration
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Recent Industry Developments

  • February 2025: Schibsted Marketplaces announced plans to distribute NOK 500 million (USD 133 million) in special cash dividends from Adevinta asset proceeds in Q2 2025, reinforcing its commitment to capital allocation following its transformation to a pure-play marketplace model.
  • February 2025: Two and Avarda launched their white-label payment solution partnership targeting the Nordic e-commerce market, projected to reach USD 41.47 billion by 2025. The integration combines Two’s B2B Buy Now, Pay Later technology with Avarda’s B2C expertise, initially launching in Sweden, Norway, Denmark, and Finland to transform payment handling across the region.
  • January 2025: The Norwegian government submitted a comprehensive report to parliament proposing a complete overhaul of the FDI screening system, lowering the threshold for mandatory filings from one-third to 10 % of ownership. This change is expected to significantly increase the number of e-commerce deals requiring FDI screening, particularly affecting foreign investments in technology and telecommunications sectors.
  • December 2024: Norway’s Ministry of Digitalisation launched the National Digitisation Forum (NDF) to support AI and digital transformation strategies, serving as an advisory hub for technology experts and government officials. The initiative aims to accelerate digitisation policies and prepare for technological changes affecting the e-commerce sector.

Table of Contents for Norway E-commerce Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Government-backed High-Speed Fibre Roll-out to Remote Regions Drives the Market
    • 4.2.2 Growing Popularity of Buy-Now-Pay-Later among Gen-Z and Millennials
    • 4.2.3 EU Cross-border VAT One-Stop Shop (OSS) Simplifying Compliance for SMEs
    • 4.2.4 Surge in Domestic Warehousing Automation to Cut Delivery Lead-times
    • 4.2.5 Booming Adoption of Sustainable “Green Delivery” Preferences
  • 4.3 Market Restraints
    • 4.3.1 High Last-mile Costs in Sparsely Populated Northern Regions
    • 4.3.2 Stringent Data-Privacy Norms Limiting Personalised Marketing
    • 4.3.3 Persistent Returns-Logistics Burden in Fashion Category
    • 4.3.4 Dependence on Foreign Marketplaces Elevates Currency-Risk Exposure
  • 4.4 Value Chain Analysis
  • 4.5 Regulatory Outlook
  • 4.6 Porter’s Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitutes
    • 4.6.5 Intensity of Competitive Rivalry
  • 4.7 Demographic and Consumer Behaviour Analysis
  • 4.8 Cross-Border E-commerce Analysis
  • 4.9 Germany’s Positioning in Europe E-commerce
  • 4.10 Assessment of Macro Economic Trends on the Market

5. MARKET SIZE AND GROWTH FORECASTS (VALUES)

  • 5.1 By Business Model
    • 5.1.1 B2C
    • 5.1.2 B2B
    • 5.1.3 C2C
  • 5.2 By Device Type
    • 5.2.1 Smartphone / Mobile
    • 5.2.2 Desktop and Laptop
    • 5.2.3 Other Device Types
  • 5.3 By Payment Method
    • 5.3.1 Credit / Debit Cards
    • 5.3.2 Digital Wallets
    • 5.3.3 BNPL
    • 5.3.4 Other Payment Method
  • 5.4 By B2C Product Category
    • 5.4.1 Beauty and Personal Care
    • 5.4.2 Consumer Electronics
    • 5.4.3 Fashion and Apparel
    • 5.4.4 Food and Beverages
    • 5.4.5 Furniture and Home
    • 5.4.6 Toys, DIY and Media
    • 5.4.7 Other Product Categories

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global-level Overview, Market-level Overview, Core Segments, Financials, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Finn.no
    • 6.4.2 Elkjøp Norge AS
    • 6.4.3 Komplett AS
    • 6.4.4 Prisjakt Sverige AB
    • 6.4.5 Power International AS
    • 6.4.6 Oda (Kolonial.no)
    • 6.4.7 About You SE
    • 6.4.8 Boozt AB
    • 6.4.9 Zalando SE
    • 6.4.10 NetOnNet AB
    • 6.4.11 NorgesGruppen ASA
    • 6.4.12 XXL ASA
    • 6.4.13 Clas Ohlson AB
    • 6.4.14 Jollyroom AB
    • 6.4.15 GetInspired.no AS
    • 6.4.16 Apotek 1 Gruppen AS
    • 6.4.17 IKEA Norge
    • 6.4.18 HandM Hennes and Mauritz AB
    • 6.4.19 Stormberg AS
    • 6.4.20 Amazon EU S.a.r.l.
    • 6.4.21 AliExpress (Alibaba Group)
    • 6.4.22 Wish.com (ContextLogic Inc.)
    • 6.4.23 Ellos Group
    • 6.4.24 Vinmonopolet AS

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-Need Assessment
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Norway E-commerce Market Report Scope

E-commerce or electronic commerce is powered by the internet, where consumers can access online stores to browse the products or services and place orders for goods, products, or services via their own devices.

The Norway E-commerce Market is Segmented by B2C eCommerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B eCommerce. The study also tracks the key market parameters, underlying growth influencers, and major vendors operating in the industry, which supports the market estimations and growth rates over the forecast period. The study further analyzes the overall impact of Covid-19 on the ecosystem.

By Business Model B2C
B2B
C2C
By Device Type Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
By Business Model
B2C
B2B
C2C
By Device Type
Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method
Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category
Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
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Key Questions Answered in the Report

What is the current size of the Norway e-commerce market?

The market is worth USD 9.63 billion in 2025 and is forecast to grow to USD 14.21 billion by 2030 at a 7.91% CAGR.

Which business model leads online retail in Norway?

B2C dominates with 78% share in 2024, although C2C is the fastest-growing at 12.6% CAGR through 2030.

How important is mobile commerce in Norway?

Smartphones generate 66% of online sales, and dedicated apps account for more than half of those purchases.

Why is BNPL growing so quickly in Norway?

BNPL appeals to Gen-Z and millennials for fee transparency and budgeting flexibility, driving a 13.7% CAGR to 2030 and eroding traditional credit card usage.

What challenges hinder e-commerce expansion in Northern Norway?

Low population density and harsh terrain inflate last-mile delivery costs by over 20% of order value, prompting surcharges and longer lead-times.

How does the EU OSS regime benefit Norwegian sellers?

It allows SMEs to file one consolidated VAT return for all EU sales, cutting administrative overhead and accelerating cross-border shipments.

Page last updated on: June 25, 2025

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