New PostNord report: AI is reshaping how Nordic consumers shop online

As a leading logistics provider in the Nordic region, PostNord has created this report to share knowledge and insights that help drive e-commerce forward. Through regular consumer surveys, we track how shopping behavior develops and how factors such as the economy, delivery options, payment methods, sustainability, and new technology influence online purchases.  

“The Nordic economies continue to recover, although at different speeds. At the same time, e-commerce is evolving beyond economic factors alone. AI, changing consumer expectations and increasingly value-conscious shopping behaviors are influencing how consumers discover, evaluate and buy products. Together, these developments point to an e-commerce market that is growing, but also becoming more complex,” says Annemarie Gardshol, President and Group CEO of PostNord.  

AI is becoming a new gateway to online shopping 

Online and cross-border shopping remain firmly established habits across the Nordics. In the past 30 days, 85 percent of Nordic consumers have shopped online, while 77 percent have made an online purchase from a foreign retailer in the past year. At the same time, consumer behavior is evolving as shoppers become more deliberate in how and where they spend. Seven out of ten consumers compare prices across online stores before making a purchase, and more than half wait for offers and promotions.  

The report also shows that AI is rapidly becoming part of the shopping journey. Across the Nordics, 61 percent of consumers report that they have used AI when shopping for physical products in the past three months. Today, consumers primarily use AI to research products and compare alternatives, but the technology is increasingly influencing how shoppers discover products and brands. As AI becomes more integrated into everyday shopping, it is creating new opportunities and challenges for retailers seeking to remain visible and relevant.  

Circular e-commerce also remains firmly established across the region. Nearly two in three Nordic consumers have bought or sold second-hand products in the past three months, highlighting the growing role of circular commerce in the Nordic e-commerce market.  

Key findings from the report 

• 85% have shopped online in the past 30 days 
• 77% have made an online purchase from abroad in the past year 
• 61% have used AI when shopping for physical products in the past three months 
• 85% were satisfied with the checkout experience during their latest online purchase 
• 65% have bought or sold second-hand in the past three months  

About the report E-commerce in the Nordics 

The report consists of 44 pages and includes: 

• A Nordic overview with an in-depth comparative analysis of the Nordic e-commerce market 
• Country-specific analyses for Sweden, Denmark, Finland, and Norway 
• Shoppers of different ages across Sweden, Denmark, Finland, and Norway give their views about the report’s four key e-commerce topics 
• Insights into cross-border e-commerce, AI in e-commerce, checkout and delivery preferences, consumer behavior and circular e-commerce  

The report is based on consumer surveys conducted in August and September 2026, with a total of 4,000 respondents aged 18-79. The sample is evenly distributed across Sweden, Denmark, Finland, and Norway.  

E-commerce in the Nordics Autumn 2026 is aimed at e-retailers and decision-makers, as well as partners and suppliers that enable e-commerce, such as technology, logistics, payment and marketing platforms. The report is relevant for anyone who wants to understand market trends, consumer behavior, and business opportunities in Nordic e-commerce.  

Download the report 

E-commerce in the Nordics Autumn 2026 is available for free download at postnord.com/insights/reports.