According to consulting firm A.T. Kearney’s biennial global e-commerce index, Denmark showed "impressive progress" in the e-commerce world, and became number one of the Nordic countries.
Denmark also held sixth place in Europe, below the United Kingdom, Germany, France, Belgium and the Netherlands.
The rankings are designed to "help retailers devise successful global online retail strategies and identify market investment opportunities while understanding the tradeoffs and barriers to success," according to the study.
“The boom in ecommerce has brought challenges — both brick-and-mortar leaders and major pure-play online retailers are learning that the future of the industry is not merely online, but rather in creative omnichannel offerings that link online and physical shopping,” said Mike Moriarty, A.T. Kearney partner and co-author of the study, in a statement.
The index ranks the top 30 countries based on nine variables, including macroeconomic factors, consumer adoption of technology, shopping behaviour and infrastructure.
The Geneva-based United Nations Conference on Trade and Development (UNCTAD) ranked the Danes seventh in an index released last month that measures the capacity of countries to facilitate purchases on the internet.
Denmark ranked first among EU nations in the UN report for conducting e-commerce, with 30 percent of Danish companies making sales online. Most of that business is domestic, however, with just one in ten companies reporting sales to customers in other EU countries.