The status of e-commerce in Norway in 2025
E-commerce in Norway has never been stronger than today. Over the past few years, the growth in both revenue and the number of active online stores has been formidable. Figures from industry organisations show that turnover in Norwegian e-commerce continues to set new records, with several players reporting increased demand in key segments such as clothing, electronics and groceries.
This trend is driven not only by more online retailers, but also by an increasingly large proportion of the population who prefer to shop online.
An important factor behind this growth is Norwegians' changing shopping patterns. Consumer behaviour is rapidly changing, with a clear shift towards convenience and tailored buying experiences. In a hectic everyday life, many people value the opportunity to shop whenever and wherever it suits them, without being bound by physical opening hours. At the same time, consumers are increasingly expecting personalization.
Sectors that have previously had less presence online, such as the grocery industry, have also enjoyed a boost. Innovation in logistics solutions, such as fast home delivery and pickup points, has made it easier for consumers to shop for groceries online.
This development shows that the Norwegian e-commerce market is not only growing in scope but also in diversity, which opens up exciting opportunities for players who can adapt to the increasingly complex demands of consumers.
Trends shaping the e-commerce market in 2025
E-commerce in Norway is developing rapidly, and several trends are helping to shape the market in 2025. Technology, sustainability and new ways of doing business are among the factors that change the rules of the game and provide both challenges and opportunities for Norwegian online stores.
Technology and innovation
Technological development plays a central role in the modernization of the e-commerce market. The use of artificial intelligence (AI) and machine learning has become a gamechanger for personalized marketing. AI gives online stores the ability to analyze customer data to offer tailored recommendations, which in turn increases both conversion rates and customer loyalty.
In addition, technologies such as augmented reality (AR) and virtual reality (VR) have begun to make their inroads into the market. Through AR, customers can virtually try on clothes or furniture before purchase, reducing uncertainty and the likelihood of returns. VR, for its part, provides the ability to offer immersive experiences, such as exploring products in a virtual store.
Sustainability as a competitive advantage
Consumers are increasingly demanding on sustainability, and this affects how online stores operate. Norwegian customers demand green solutions, both in terms of the origin of the products and the delivery process.
Online stores can meet these demands by focusing on sustainable materials, reducing packaging, and offering climate-friendly shipping options. More players are investing in solutions such as carbon-neutral deliveries and partnerships with environmentally friendly suppliers. Being a sustainable player is no longer just about taking responsibility - it has become an important competitive advantage that instills confidence in consumers.
Mobile commerce (m-commerce)
The mobile phone has become the preferred tool for online shopping. More and more customers are shopping directly via mobile apps or mobile-optimized websites, making it crucial for online stores to offer seamless experiences on smaller screens.
Everything from fast loading times to simple payment solutions is critical to success in the mobile landscape. Apps that offer exclusive offers and loyalty programs also provide a personal dimension that strengthens the relationship with customers.
Social commerce (social commerce)
Social media has evolved from being a platform for inspiration to a full-fledged sales channel. The integration of online stores with platforms such as Instagram and TikTok makes it easy for consumers to discover and buy products directly through social media.
Live shopping, where products are demonstrated and sold in real time, has also grown in popularity. Influencers play a key role in this format, as their recommendations create trust and instant purchase decisions. Social commerce makes e-commerce more interactive and personal, giving market participants a unique opportunity to meet customers where they already spend a lot of their time.
The overall effect of the trends is an e-commerce industry that is increasingly innovative, sustainable and customer-oriented.
Growth opportunities for small and large online stores
In an increasingly competitive market, there are great growth opportunities for both small and large online stores in Norway. While the challenges may be different, the key to success for both types of actors is to utilize available resources and adapt to market demands.
Strategies for small online stores
Small online stores have a unique opportunity to succeed through focused niche marketing and targeted advertising. By identifying specific customer groups and offering products that meet their needs, small players can build a loyal customer group. For example, niche stores specializing in sustainable clothing or locally produced goods can stand out in a market dominated by large chains.
Local collaboration models are another effective strategy. Through cooperation with other small businesses, such as local manufacturers or suppliers, online stores can expand their range and reach new customer groups. In addition, such partnerships can help strengthen the position in the local community, appealing to customers who want to support local businesses.
How big players can sustain growth
For larger online stores, growth is often about optimizing existing processes and exploiting technological opportunities. Investing in technology such as AI, machine learning and advanced logistics solutions is critical to delivering fast and efficient services.
Automation of inventory management, personalized product recommendations and seamless payment solutions are some examples of how technology can contribute to further growth.
Sustainability is also high on the agenda for major players. An effective approach is collaboration with smaller companies to develop green solutions, such as the use of recyclable packaging and carbon-neutral deliveries. Such actions demonstrate accountability and can help maintain a positive brand identity.
International expansion
For both small and large online retailers, there are significant growth opportunities in international markets. Norwegian online stores have an advantage in that they can offer quality products with strong confidence in the brand “Made in Norway.” Especially niche products such as design, food products or sustainable solutions can have high appeal outside Norway's borders.
To succeed internationally, online stores need to be prepared to adapt to cultural differences and local buying habits. This can include translating the online store into local languages, offering payment solutions common in the target countries, and having a flexible logistics model that supports international shipping.
Challenges in the Norwegian e-commerce market
Although e-commerce in Norway is experiencing significant growth, online stores face several challenges that can affect their long-term success. Competition, logistics and regulatory requirements are some of the key areas putting pressure on both small and large players.
Competition from international players
One of the biggest challenges for Norwegian online retailers is the competition from global giants such as Amazon, eBay and Zalando. These companies offer extensive product ranges, fast deliveries and often competitive prices, which can make it difficult for local players to assert themselves.
Norwegians' preference for trading on foreign platforms, especially when it comes to price-sensitive goods, reinforces this challenge.
For Norwegian online retailers, this means that they have to focus on differentiating themselves. Whether it's offering unique products, highlighting local affiliation or investing in personalized customer service, it's important to find a way to stand out from the global players.
Logistics and shipping costs
Logistics is another major challenge for Norwegian online retailers, especially due to Norway's geography and relatively dispersed population. Shipping costs can get high, and it's not always easy to compete with the low or even free shipping options that international companies often offer.
For smaller online stores, this can be a significant barrier to growth. Many customers today expect fast and affordable delivery, and online stores that fail to meet these expectations risk losing sales.
Solutions such as partnering with logistics companies, developing local pickup points, and exploring climate-friendly delivery models may be necessary to reduce costs and improve efficiency.
Regulatory requirements
Regulations such as the GDPR and other national and international regulations place increasingly stringent requirements on how online stores handle customer data and operate. For many small online stores, it can be challenging to keep up to date and ensure that they comply with all laws and regulations, especially when they change regularly.
Failure to comply can lead to fines and damage to the company's reputation. Therefore, it is important for online stores to invest in good data security solutions and ensure that they have sufficient knowledge of current legislation.
Large players may have the resources to deal with this effectively, but for small businesses it may be necessary to seek external advice or use technological tools that automate their processes.
Future prospects for e-commerce in Norway
E-commerce in Norway is entering an exciting phase characterized by rapid technological development and an increasing focus on sustainability. Over the next five years, the market is expected to continue its growth, while adapting to new requirements and trends. How players seize these opportunities will be critical to their success.
Possible scenarios for development
The coming years are likely to be marked by a further consolidation of the e-commerce market, with the largest players strengthening their position through technology and scale effects, while smaller online stores find their niche through specialization and personal customer contact. At the same time, we can expect an increase in cooperation between actors to meet the challenges of the market, especially in logistics and sustainability.
Another likely development is that more Norwegian online stores will invest internationally, driven by digitalisation and growing global demand for Scandinavian design, sustainable products and quality goods. This will require investment in adaptation to local markets and efficient logistics solutions.
The role of technology
Technology will be a key driving force in e-commerce development. Artificial intelligence (AI) will become increasingly important for improving the customer experience, whether it's personalized product recommendations, automated customer service solutions, or efficient inventory management systems.
Furthermore, the integration of augmented reality (AR) and virtual reality (VR) will become more common, especially in industries such as fashion, interiors and entertainment. These technologies allow customers to visualize products before purchase, which can reduce return rates and increase purchase security.
Payment solutions will also evolve, with a greater focus on seamlessness and security. The use of cryptocurrency and other innovative forms of payment could also see an upswing as the technology matures.
The key role of sustainability
Sustainability will continue to be one of the most important factors shaping e-commerce in Norway. Consumers are placing ever higher demands on environmentally friendly alternatives, which is pushing online stores to adapt. In the future, players investing in carbon-neutral logistics, reusable packaging solutions and green product lines will be better positioned to meet customer expectations.
In addition, we can see an increase in circular economy in e-commerce, where platforms facilitate the purchase and sale of used goods, or even subscription models that promote reuse.
Frequently Asked Questions
How has e-commerce developed in Norway in recent years?
E-commerce in Norway has grown significantly, with increasing turnover and the number of online stores. More Norwegians are shopping online than ever, and popular sectors include clothing, electronics and groceries. Digitalization and consumers' need for convenience have been key drivers.
What technologies will affect e-commerce in 2025?
Technologies such as artificial intelligence (AI), machine learning, augmented reality (AR) and virtual reality (VR) play a major role in improving customer experiences and streamlining the operations of online stores. These technologies are used for personalization, product visualization and automation.
What are the biggest challenges for Norwegian online retailers?
The biggest challenges include competition from international players such as Amazon, high logistics and shipping costs, and complex regulatory requirements such as GDPR. Small players also need to find ways to compete with limited resources.
How can small online stores grow in a competitive market?
Small online stores can grow by focusing on niche marketing, targeted advertising (e.g. via social media and email) and local collaborations. They can also differentiate themselves through unique products, sustainable solutions and personalized customer service.