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Denmark internet retailing market: Bestseller the leading player with 6% value share during 2012
Internet Retailing in Denmark - a new market research report on 2014-03-12 04:31:01
The Denmark internet retailing market is a fragmented channel in Denmark, with "others" accounting for a 62% share of value sales in 2012. The leading player, Bestseller, accounted for just a 6% share of value sales in 2012. This bricks-and-clicks retailer benefited strongly from its wide portfolio of well-known brands tailored to both women and men, with Jack & Jones, Only and Vero Moda being the most popular. In 2012, the image of the company was significantly boosted by its brand Selected winning the Danish fashion award, and Bestseller providing the wardrobe for the Danish Olympic team. Its growth online was further supported by an up-to-date user interface which provides an enjoyable and convenient shopping experience.

M-commerce tripled during the last two years, with younger consumers driving the shift. As smartphones are becoming widespread in Denmark, and consumers´ trust in e-trade is growing, an increasing number of consumers perceive mobile web shopping as attractive and convenient. According to Dansk E-handelsanalyse (Danish E-commerce Analysis), in 2011, 27% of consumers under 25 shopped online with the help of a mobile phone, whilst other age groups were steadily following them in this development. In particular, 20% of Danes aged between 25 and 50 were also using mobile phones for internet shopping in 2011. The m-commerce trend further strengthened in 2012, and saw double-digit growth, as the penetration of smartphones increased from 33% in 2011 to an impressive 50% in 2012.

The growth in internet retailing over the forecast period is likely to be determined by consumers´ trust in and comfort with IT. As the penetration of modern electronics continues to grow, and internet access nears 100%, consumers´ reluctance to embrace e-commerce will remain the only barrier to the expansion of internet retailing. Manufacturers are expected to aid consumers in its adoption by offering easy-to-use website interfaces, reliable payment systems, convenient shopping terms and common security assurance certifications. Delivery policies will, in all likelihood, remain the particular area of interest for consumers, and thus the key area for improvement for internet operators. Companies are likely to strive to offer more flexible delivery times, a wider choice of delivery options and lower delivery rates.

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