Denmark: online fashion shoppers by group 2021

In 2021, almost half of young Danish consumers shopped for clothing, shoes, and accessories online. Moreover, about 40 percent of families with children and only around 20 percent of pensioners bought this category of fashion products online.

Share of shoppers purchasing clothing, shoes, and accessories online in Denmark in 2021, by group

Characteristic	Share of online shoppers
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Release date

February 2022

More information

Region

Denmark

Survey time period

2021

Number of respondents

14,219 respondents

Special properties

share of consumer who shopped online

Method of interview

Online panel

Supplementary notes

The survey data was collected from all months of 2021, with about 1,200 respondents in each month. During a first screening, all respondents were asked if they had purchased from the internet within the past week, and only those who answered yes continued with the survey.

This question was phrased by the source as follows: "Hvilke varer eller tjenester har du købt på nettet inden for den seneste uge?" (What goods or services have you bought online in the past week?).

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