Carsten Rose Lundberg,
Industry director of digital commerce at Dansk Erhverv
Price will be more crucial for consumers in 2025
The Danish Chamber of Commerce’s E-commerce Analysis reveals that the percentage of consumers citing price as the primary reason for shopping online has increased from one in five in 2021 to just over one in four in the first half of 2024. This trend is expected to continue into 2025.
But does this mean we’re headed for a “race to the bottom” on pricing? Hopefully not. While price is important, convenience remains the main reason for more than one-third of Danes to shop online. In other words, Danes won’t be less price-sensitive in 2025, but convenience will still carry the most weight.
Omnichannel will continue to win in 2025
Two out of three Danes regularly shop both online and in physical stores at the same retailer, and one in three prefers an online shop with a physical presence. This reflects a clear consumer desire for availability across all relevant channels. The choice of channel is situational, driven by convenience rather than channel preference. The lines between channels are increasingly blurred: consumers can be assisted by a store employee through virtual shopping or browse summer collections via live shopping – all without leaving their sofa.
Will AI play a role in consumers’ purchase journey in 2025?
AI is still new to most consumers. While many people recognize AI as a tool for writing songs or creative content, very few use it as part of their shopping journey – yet.
2025 likely won’t be the year Danes set up AI agents to shop on their behalf. However, innovations like ChatGPT’s product recommendations with direct purchase links make it an exciting development to watch – and one that companies should keep a close eye on.
For businesses, 2025 should be the year to take AI seriously
The number of businesses leveraging AI is growing, and its competitive advantages are becoming clearer. AI alone is not the solution, but if your data is well-organized – a critical prerequisite – AI has matured to a point where ignoring its potential means falling behind.
That said, AI isn’t yet advanced enough for fully automated solutions to make sense. Instead, 2025 should focus on AI-assisted solutions.
AI is a multitool capable of simplifying and improving processes. It can:
- Streamline and optimize operations.
- Enhance customer experiences by increasing relevance through tailored messaging or product recommendations based on individual behavior.
We may be approaching a stage where the concept of hyper-personalization becomes truly achievable.
Competition will intensify in 2025 – especially from abroad
It’s impossible to ignore the elephant in the room: Temu. Their share of Danish online purchases is growing, and as long as regulations are inconsistently enforced, this growth will continue.
The Danish Chamber of Commerce’s Member Barometer indicates that more than half of Danish businesses are already feeling the pressure from Temu. So, what can Danish companies do? Focus on channels beyond Temu’s reach, such as newsletters, live shopping, and retail media.Highlight local strengths, like Danish roots and day-to-day delivery services.
The road for e-commerce in 2025 won’t be smooth – it may even be a slight uphill climb. However, Danish e-commerce has repeatedly proven itself to be resilient and adaptable. From the early days when the internet was dismissed as a passing trend, through the dot-com bubble and a financial crisis, Danish e-commerce has always found a way forward – and it will again.
