Unlike the famously understated Scandinavian furniture and interior design style, Danish fashion lives by the motto: the more unpredictable and individual, the better. It comes as no big surprise then that the Danish fashion e-commerce clientele favors second-hand and thrift store-type online marketplaces like Vinted. The Danish are a happy, friendly, non-conformist people, and it shows in the way they present themselves. Let’s delve deeper into the Danish fashion e-commerce segment!

Get your online shopping groove on!

Online shoppers in Denmark have eclectic tastes and are always on the lookout for a bargain. “Copenhagen Style” is a casual mix of patterns and colors that might not necessarily feel like a match at first glance. You start with a few neutral basics, like baggy denims, tennis shoes, and some neutral color items – and then build up the look with brightly colored or patterned pieces or accessories that are designed to turn heads. Copenhagen Style is a young, defiant and fun trendy look that will spread beyond Danish borders. Some of Denmarks’s premier designers have taken up the theme and have designed unique fashions for the world.

Shopping online for that cool Copenhagen Style look

Have a look at the Copenhagen Fashion Week, which is coming up shortly in January (27-31 Jan, 2025)! This is where Danish fashion e-commerce comes to the fore with virtually endless offers from local designers and international influencers. The Danish e-commerce market is one of the more established markets in Europe. Danes use their cell phones and computers regularly and adeptly for online shopping. A survey has confirmed that as many as 88% of Danes have purchased products online. Besides, the country is relatively small, which means a lower carbon footprint and shorter delivery and return times – and no heavy conscience regarding sustainability.

Click & Collect – keeping people connected

The Danish fashion e-commerce behavior matured significantly during the pandemic. This change is uniquely evident when it comes to the variety of sales channels on offer. Today, many companies continue with the very popular Click & Collect option they started during the pandemic. Click & Collect is the possibility to order a product online and pick it up in-store. As much as 27% of Denmark’s pensioners have tried this option of picking up their e-commerce delivery – a very welcome distraction for those, who were then or are now living alone and don’t get out much.

Livestream shopping is the way to go

Livestream shopping, where brands promote and sell products through livestreams on digital platforms – often in collaboration with influencers – is also becoming more common in Danish fashion e-commerce. The pandemic has given these alternative online shopping options a major boost and pushed omnichannel shopping into the limelight. Almost half of consumers have tried new ways of shopping during the pandemic.

Omnichannel experience

An omnichannel experience is a business strategy that aims to provide a consistent customer experience across all channels of interaction, including in-store, online, and mobile. The goal is to create a seamless experience so that online shoppers and brick-and-mortar shoppers can switch between channels without having to repeat information. In terms of the online experience, multilingual content and localization efforts must match the offering. In other words: a Danish-speaking influencer will point to the Danish online store, or a video dubbed or created specifically for the Danish fashion e-commerce market.

Another fab new idea for fashion e-commerce is the online tool by Zyler. The app allows users to upload a photo of themselves, and some basic measurements. The tool then recommends flattering looks from the online or offline store collection for a more immersive online shopping experience. A great addition to any omnichannel fashion e-commerce offering!

If you are interested in learning more about omnichannel marketing, you might like to read the white paper created by Commercetools (available online in English and Spanish for a fee).

Bottom line

The Danish fashion e-commerce market is emerging as one of the most robust in Europe. The trend towards omnichannel marketing to capture the imagination of online shoppers is undeniable. If you are looking to enter or expand into the Danish fashion e-commerce market, you need to be aware of its unique characteristics. Get the localization support you need to create dynamic pages and keep things interesting with internationalized content. Create a base in-country to better compete with the short delivery times and quick returns that make online shopping in Denmark a treat and not a nightmare. Make sure to talk to local marketing experts, who know their clientele best.



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autor_eurotext_100Author: Eurotext Editorial Team

We explain how internationalization works, provide tips for your translation projects and outline some of the technology and processes used. We also report on current e-commerce developments and cover a range of language-related topics.