Do Swedes and Danes act differently when shopping online?

People within the e-commerce industry are aware of the fact that Danes prefer to pay with Dankort and Swedes prefer invoicing with Klarna. We also know that the way we want the products delivered varies from country to country.

But are there also variations in the way you motivate the customers buy in your shop?

Before I started at MakesYouLocal I ran my own webshop for 10 years, in both Denmark and Sweden.

Within that period of time I experienced at least three significant aspects that I wish to share.

1. Visual and cultural differences within profiling In Denmark, the colour YELLOW is synonymous with discounts and sale. Most Danish shops use this colour during the months of seasonal sales and Danes are therefore used to link the colour YELLOW to a good deal.

In Sweden, however, the colour with the matching symbolism is RED. This means that it would not only be the language that should be changed in the newsletter, but also the colour themes used in newsletters, front page graphics, various banners, etc.

Besides colouring, you must also keep in mind that national anniversaries and bank holidays are different too. The Swedes have the bonfire of St. John’s in April instead of June, where Danes do it as a mark of midsummer. Furthermore, Mother’s Day and Father’s Day are also set on different dates. Therefore it is important to remain wary and attentive when translating graphics and marketing activities from one country to another.

The national standards of paydays are also different.

All Swedes have their salaries paid out to them on the 25th in each month, where it is more common in Denmark to receive your pay check on one of the last two weekdays of each month. Child benefits are paid out monthly in Sweden, whereas it in Denmark is on a quarterly basis.

Therefore I did not necessarily send out newsletters to the two countries simultaneously.

2. Statements from professionals and bloggers In recent years a lot of competent bloggers have emerged. We read other people’s opinions and mirror ourselves in what other people do, like never before.

With a webshop dealing baby equipment there was a lot of first-time-moms within the customer base. For them ”safety” and ”security” was keywords. Therefore it was crucial for my shop to include other mothers, who the customers could identify themselves with – mothers, who used and recommended these products.

That’s why I cooperated with various bloggers, who could write about certain products after having tested them.

The bloggers’ recommendations had a direct effect on the sales figures, but this effect was greater in Denmark in comparison to Sweden.

The Danes tended to look to other mothers, both publicly known and unknown. In Sweden there is more emphasis in the trust of experts – so here it was more efficient to i.e. have a midwife recommend a certain baby pillow, as the midwife functioned as the expert. Therefore it is crucial to cooperate with bloggers, who have the optimal background suiting the preferences of the respective country.

3. Loyal customers I considered the Swedish customers to be slightly more loyal than the Danish. The Danish customers were generally faster in the process of decision-making. The Swedes however, were easier inclined to subscribe to the site and newsletters and register in my customers’ club.

Once you have treated a Swedish customer well, he or she won’t forget and is very likely to come back. Although you must remember, this obviously goes the other way around too.

If the Swedish customer has been in contact with you and experienced good and enthusiastic customer service, they might leave positive feedback of it on Truspilot, Facebook or email.

On the other hand, for Swedish customers it is crucial that you are able to deliver what is promised on your webshop.

If you write 1-3 day delivery – then that is exactly what they expect. It is easier for a Dane to understand and accept slight delays or other implications causing you not to entirely fulfil what was originally promised.

Danes assess the new situation, listen to your explanation and react accordingly. Swedes consider it your problem, when you have promised delivery within 3 days, then it is your job to deal with any challenges that may occur.

Are you considering launching in Sweden or Denmark, or an other country, I know the specific differences and am happy to share them with you. Feel free to give me a call to get to know more.