Usage of Smartphones and Tablets for Shopping Online in Norway

Norway’s customers are known for being one of the most tech-savvy populations with the Internet available in 98% of the country. With stats like this, it’s no wonder that Norwegians prefer digital shopping to physical stores, and they are very aware of every online purchase.

The nation was also one of the first to create high-grossing mobile m-commerce markets. In 2018, 75% of Norwegians were making purchases in national and international online shops. Norway is one of the most attractive e-commerce regions not just in Europe, but worldwide — however, the market also plays by its own rules.

Norwegians developed particular trends and requirements when it comes to online shopping, and business teams need to be educated on those specifics.

Current Mobile E-Commerce Statistics


According to different sources, almost 40% of the traffic in Norway on various e-commerce platforms comes from smartphone users. Further, smartphones currently hold a share of 15.4% of total digital commerce spending all across the globe!

Norway’s market is known not only for its active online shopping audience but also for its high mobile e-commerce usage. This is why when talking about the e-commerce market of the country, it’s better to analyze m-commerce first.

Benefits of a Smartphone Shopping


Norwegian e-commerce shopping tendency reflects the general Internet usage trend — at least half of worldwide traffic is mobile. However, local e-commerce is also based on new smartphone shopping benefits, somewhat different from those present on the general European online market.

Increasing Convenience and Eliminating Hassles

Mobile devices are constantly within the user’s reach, they don’t take up much space, and can be taken anywhere. Shopping, as a consequence, becomes more casual and fun — Norwegians simply browse feeds, choose a favorite product, and buy them right away. The duration between the research stage and the actual purchase is minimal — as soon as you like something, you buy it.

Norwegians need to use comfortable payment methods. They generally trust online transactions; however, they value speed and efficiency. The most popular e-commerce payment forms are the following:

  • Digital payment from their bank’s application;
  • PayPal’s scan-and-pay system;
  • Pay by SMS services based on sending a text with a particular code;
  • Contactless payments in physical shops;
  • Using custom Android, Apple, or Samsung pay apps for online purchases.

Around 40% of Norwegian customers find using mobile devices for online retail purchases fast and convenient, but some remain concerned about the security level of this method.

Tapping into a Whole New Market

This casual shopping mentality stems from Norway’s well-off economic situation. People are used to getting high-quality products and investing in their image and self-development — values that are widely supported by online platforms.

However, there is another notable trend — due to the high local cost of living, Norwegians like to shop abroad. Foreign markets are leading destinations for clothes, shoes, technology. On top of that, Norwegian retailers aren’t nearly as active as their buyers — the majority of local Norwegian e-commerce brands target niche, handmade, premium products.

To successfully enter the Norwegian e-commerce market, it’s important to understand the main requirements of online shoppers. According to Deloitte’s analysis of the Nordic market, which covers Scandinavian countries, the most common online shopping choice criteria are:

  • the absence of hidden additional costs;
  • competitive prices;
  • quality of services and page loading speed;
  • customer service quality.

Generally, Norwegians prefer making purchases from smartphones, but only if it’s effortless and fun, with no hidden traps and inconsistencies. The brands, then, should deliver a smooth design, and transparent online experience. In a way, online shopping should feel like browsing a social media feed — an undemanding activity that can be carried out anywhere and anytime.

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Receiving Gratification

Export Council research on customer behavior proves that Norwegians receive a lot of satisfaction from an e-store shopping. For them, it’s not a chore or necessity, but a fun activity to do on any given day with friends or family. That same research shows that the country spends almost half as much as Sweden does — and this trend is likely to remain in the future. Although these countries are often grouped in the joint online market, consumer behavior differs drastically.

A credit card statistic analysis shows that 6 out of 10 Norway shoppers prefer to use their credit card even in physical stores, so they don’t have a problem with handling credit card data. They also like to travel, which increases the customer’s openness to international purchases and global shopping trends. Even when they are on the move, they prefer to carry a mobile device around, which makes Norwegians open to casual everyday purchases.

Norway is an especially appealing market to online sports shops. Norway’s online purchases in the sports industry are higher than in an average European market. Almost 60% of Norwegians use online shops to buy sports goods — it’s a leading e-commerce niche in the country.

Also, companies should strive to talk about their social mission and transparently share their values. It’s easier for customers to trust a foreign online store if they know the company’s identity and get the underlying message.

Getting that Competitive Edge

Another aspect that makes Norway so attractive to online store owners, startups, and investors is the customer’s awareness of innovative technologies. According to Deloitte’s Global Survey, Norwegian customers have the highest level of new-technology adoption, especially when it comes to entertainment, healthcare, and transportation. It’s a fertile ground for creating disruptive innovations — Norwegian users are accustomed to introducing technology into their daily lives.

According to Deloitte, Norwegian customers use their phones to research a product, check bank balances, browse online shops, and read customer reviews. Shopping companies should take these habits into account, providing a user with enough data for research, connect bank APIs, make engaging product feeds, and collect informative reviews.

Statistics on using smartphones for online shopping show a preference for Android devices — about 48% of Norwegians are Android users, while 42% prefer iOS. Still, the difference isn’t too drastic, which is why it’s best to create a cross-platform application or website — so all users can receive an equally customized experience.

How We Can Help

How we can help

At bvblogic, we believe that every innovation stems from smart market research. This becomes especially important if the company seeks to expand to the foreign market. To compete successfully with local companies, foreign brands should dive deeply into customer trends to understand their next steps.

Norway is a great market to implement innovations. We can help you bring cutting-edge solutions to retail in a way that delivers the mobile e-commerce benefits expected by Norwegians.


The Norwegian online market generally reflects the main worldwide and European online shopping trends, but the market is more mature than in neighboring countries.

Thus, a Norwegian customer who shops online through smartphones is both easy and difficult to target — while they are willing to experiment, they also have clear priorities. Hence, foreign m-commerce retailers should be especially aware of the market’s demographics and quickly adapt to the habits of Norwegian customers.

Norway offers many untapped opportunities to startups and established brands alike. Users are accustomed to everyday online shopping and value reputation but don’t shy away from welcoming innovations into their lives.

At bvblogic, we help online brands to conquer foreign market shares by combining local traditions of online shopping with a modern disruptive approach. Contact us to get a professional IT consult with a detailed market analysis for your next international project!

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