Why Do You Shop Online? A Nordic Consumer Study

More than 6 out of 10 Nordic consumers now shop online at least once a month. What are they buying? Why are they buying it? And what are the most important factors when choosing where to buy? These are some of the important questions that Klarna’s consumer survey has been able to answer.

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The study

The study was conducted in April 2018 by GfK Norm for Klarna. It consists of 3140 respondents (1065 in Sweden, 1038 in Finland and 1037 in Norway). The answers were collected using a web panel.


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