Trade Relations

Denmark maintains strong global trade relationships, with particular strengths in pharmaceuticals, food products, and energy. According to data from the OEC, Denmark’s primary export destinations are:

• Germany ($14.8 billion)
• United States ($12 billion)
• Sweden ($11.2 billion)
• Netherlands ($7.89 billion)
• China ($5.91 billion)

Exports

Denmark’s export economy shows notable specialization in certain sectors. In 2023, the OEC reports that Denmark’s top exports were:

• packaged medicaments ($16.5 billion)
• vaccines, blood, antisera, toxins and cultures ($3.78 billion)
• refined petroleum ($3.05 billion)
• pig meat ($3 billion)
• cheese ($2.32 billion)

The country holds unique export niches, being the world’s largest exporter of enzymes ($1.65 billion) and pigs ($1.58 billion).

Imports

Denmark’s major imports in 2023 included:

• petroleum gas ($8.1 billion)
• cars ($7.05 billion)
• packaged medicaments ($3.83 billion)
• refined petroleum ($3.21 billion)
• crude petroleum ($3.08 billion)

The main origins of Danish imports are Germany ($23.2 billion), Sweden ($14.4 billion), Norway ($12.7 billion), Netherlands ($11.3 billion), and China ($8.63 billion).

For Polish businesses exploring expansion opportunities, Trading Economics data shows that trade between Poland and Denmark is significant, with Polish exports to Denmark reaching $6.31 billion in 2024, while Polish imports from Denmark totaled $6.65 billion in the same period.

Danish Consumer Behavior and E-Commerce Trends

Denmark’s e-commerce sector continues to evolve rapidly, with several notable trends shaping consumer behavior. According to DataFeedWatch, e-commerce sales in Denmark reached €15.5 billion in 2017, representing an impressive 15% increase from the previous year.

The Danish e-commerce landscape is characterized by:

• high internet penetration (96.1% of the population)
• strong adoption of online shopping (82% have shopped online in the past year)
• a total market of approximately 3.5 million online shoppers
• sophisticated mobile shopping habits (Denmark has the world’s highest smartphone penetration)

Cross-Border Shopping Patterns

Danish consumers show interesting patterns when it comes to international versus domestic shopping. Statista research reveals a strong preference for domestic retailers, with nearly 90% of online shoppers making purchases from national websites in 2023.

However, Danes aren’t entirely insular in their shopping habits:

• 40% of Danish online shoppers purchased from other EU countries
• only 16% made purchases from retailers outside the EU
• according to PPRO, Danes spend almost $7 billion annually on cross-border purchases

This pattern suggests that while Danes value the familiarity and security of domestic retailers, they’re willing to shop internationally when seeking specific products, better prices, or brands not available locally. The strong preference for EU retailers over non-EU ones likely relates to concerns about shipping times, customs procedures, and consumer protection laws.

For international businesses targeting the Danish market, these statistics underscore the importance of establishing a convincing local presence through appropriate domain selection, language localization, and region-specific marketing strategies.

Mobile Commerce in Denmark

Denmark stands out globally for its exceptional mobile adoption and usage rates. The country has achieved the world’s highest smartphone penetration rate at 77% of the population, creating unique opportunities and requirements for mobile commerce.

This mobile-first environment has significant implications for businesses:

• Danish online shoppers use mobile devices for nearly 40% of all e-commerce purchases, according to PPRO
• Statista reports that mobile phones generated around 62.24% of web traffic from browsers in Denmark as of July 2023
• desktop and laptop devices accounted for almost 36% of total traffic, while tablets made up almost 2%

The advanced state of mobile commerce in Denmark means that retailers must prioritize mobile optimization. According to DataFeedWatch, 99% of Denmark’s main online retailers have either a mobile app or a mobile-optimized website, with 80% offering both.

For businesses entering the Danish market, this creates a clear imperative: mobile experiences cannot be treated as secondary. Design, functionality, payment processes, and content must all be optimized for smaller screens and touch interfaces. Mobile performance is not merely a technical consideration in Denmark but a critical business requirement that directly impacts conversion rates and brand perception.

Danish E-Commerce Marketplaces and Comparison Sites

While having your own optimized website is essential, utilizing popular Danish marketplaces and comparison platforms can significantly extend your reach. According to SimilarWeb, the top marketplaces in Denmark are:

1. temu.com: Recent entrant gaining rapid popularity.
2. jemogfix.dk: Strong in home improvement and DIY.
3. amazon.de: The German Amazon site used by many Danes.
4. silvan.dk: Another player in the home improvement sector.
5. thansen.dk: Focused on automotive parts and accessories.

We also need to mention the following marketing channels for products:

• PriceRunner: A leading comparison shopping site in Scandinavia that operates as both a price comparison platform and a shopping directory.
• Partner Ads: A Danish affiliate network with over 2,000 partners across Denmark, Sweden, and Norway, operating since 2002.

They offer different models for reaching Danish consumers:

• Price comparison sites like PriceRunner help price-conscious Danish shoppers find the best deals.
• Affiliate networks like Partner Ads enable you to leverage local influencers and content creators.
• Category-specific marketplaces like jemogfix.dk and silvan.dk provide targeted access to niche audiences.

Payment Methods

According to PPRO, digital payment methods are used in half of all online transactions in Denmark. Popular options include:

• Dankort (Denmark’s national debit card, which is the preferred payment method)
• Trustly
• Klarna

Delivery

In the Danish e-commerce shipping market, several major players handle both domestic and international deliveries:

• Maersk: a global leader in container shipping and logistics with strong Danish roots
• DHL: a leading parcel provider in Europe with a strong presence in Denmark
• DSV: a major logistics provider offering freight forwarding, warehousing, and e-commerce fulfillment
• GLS: a specialist in parcel delivery with both domestic and international shipping options

VAT Rates in Denmark

Denmark operates with one of the highest standard VAT rates in Europe, with few exceptions or reduced rates.

The standard VAT rate in Denmark is 25%, which applies to most goods and services. Unlike many other European countries, Denmark maintains very few reduced rates or exceptions, making its VAT system relatively straightforward.

Certain supplies are exempt from VAT, including:

• hospital treatment
• insurance and reinsurance services
• most financial activities, such as deposits of money and the granting of loans

There’s an important distinction between VAT-exempt transactions under Section 13 of the Danish VAT Act and ‘zero-rated’ transactions under Section 34. The latter, which includes intra-community supply of goods and services, allows for full VAT deduction, while VAT-exempt transactions do not permit the reclaiming of VAT.

Special Payroll Tax

Companies providing VAT-exempt services in Denmark may be liable to pay a special payroll tax (lønsumsafgift), calculated on the total payroll including wages and bonuses. The calculation method depends on the activity and organizational structure.

For financial service providers (where VAT-exempt financial revenue exceeds 50% of total revenue), the special payroll tax is 15.3% of the payroll used for VAT-exempt activities. This tax is deductible for income tax purposes.

Consumer Protection and Regulations

Denmark maintains high standards for product quality, safety, and labeling. According to the U.S. Department of Commerce’s International Trade Administration, businesses entering the Danish market must navigate several specific requirements:

• consumer products must be labeled in Danish or in a language that differs from Danish only slightly in spelling (practically, this means Norwegian and sometimes Swedish)
• certain products must be clearly marked with the country of origin
• weights and measures must be stated in the metric system
• labels and marking must accurately describe package contents

The responsibility for compliance with Denmark’s marking and labeling regulations falls on the importer. However, exporters should carefully follow importers’ instructions to avoid customs delays and extra expenses that could harm future business relationships.

Website SEO in Denmark

With over 80% of Danes shopping online (DataFeedWatch), having a strong search presence is absolutely essential for success in this market.

Search Engines

Google dominates the Danish search engine landscape with a commanding 91.19% market share, making it the clear primary focus for your SEO efforts. The remaining portion of the search market is divided among:

• Bing: 5.25%
• Yahoo: 1.15%
• DuckDuckGo: 1.02%
• Yandex: 1.02%

This heavy concentration means that optimizing for Google’s algorithms should be your priority, though don’t completely dismiss Bing, which still represents a meaningful segment of users.

Website Optimization

Denmark consistently ranks among the countries with the fastest internet speeds globally, creating high user expectations for performance.

That’s why your technical SEO strategy for Denmark should prioritize:

• trouble-free mobile experiences (essential given that over 62% of Danish web traffic comes from smartphones)
• lightning-fast loading speeds
• structured data implementation for enhanced SERP features
• HTTPS security (Danish users are privacy-conscious)
• localized content with culturally relevant examples and references.

As a market with near-universal internet adoption, Danish users have developed sophisticated digital habits and low tolerance for suboptimal online experiences. Your technical foundation must be impeccable to compete effectively in this environment.

Domain Extension Selection

The choice of domain extension carries significant weight in the Danish market, where digital credibility is paramount. For businesses with serious intentions in Denmark, securing a .dk domain should be a priority.

The .dk extension is administered by Punktum.dk, Denmark’s official domain registry. To obtain a .dk domain, you’ll need to:

• work with an authorized registrar
• complete an agreement with Punktum.dk
• in some cases, verify your identity through their verification process

The .dk extension offers several strategic advantages:

• signals genuine commitment to Danish customers
• typically improves local search rankings within Denmark
• builds trust with Danish consumers who often prefer local businesses
• may assist with compliance for businesses that collect personal data

If a .dk domain isn’t immediately feasible, alternatives include using country-specific subdomains (dk.yourbrand.com) or subdirectories (yourbrand.com/dk), though these carry less weight with both users and search engines than a proper Danish domain.

Marketplace SEO

While having your own optimized website is crucial, don’t overlook the significance of marketplaces in the Danish e-commerce ecosystem. Focus your marketplace optimization efforts on these popular platforms:

• temu.com (rapidly gaining market share)
• jemogfix.dk (especially for home improvement products)
• amazon.de (the German Amazon site is popular with Danish shoppers)
• silvan.dk (another strong player in the DIY/home segment)
• thansen.dk (automotive parts and accessories)

For product listings on these platforms, pay special attention to:

• Danish-language product titles that incorporate relevant keywords
• comprehensive product descriptions addressing common Danish customer concerns
• high-resolution images showing products from multiple angles
• competitive pricing (Danish consumers are price-conscious despite their high purchasing power)
• authentic customer reviews (transparency is highly valued in Danish culture)

Competitor Analysis in Denmark

The Danish market, while small in population, is sophisticated and often serves as a testing ground for digital innovations before they spread to larger markets. When analyzing Danish competitors, investigate the following elements:

1. Keyword strategy: Which Danish search terms are driving traffic to their sites? Which terms show high commercial intent versus informational queries?
2. Content approach: How do they structure their content for the Danish audience? Are they creating educational resources, practical guides, or focusing primarily on product information?
3. Technical implementation: How well do competitors’ sites perform on mobile devices? What site architecture are they using to optimize for Danish search patterns?
4. Backlink profile: Which Danish media outlets, industry associations, and business directories are linking to your competitors? These represent potential link-building opportunities.
5. Local partnerships: Are competitors working with Danish influencers or content creators? These collaborations often provide valuable insights into effective market positioning.
6. Pricing strategy: How do competitors position themselves in the Danish market – as premium providers, value options, or somewhere in between?

Content Localization

Creating effective content for the Danish market goes far beyond simple translation. Danish consumers respond best to content that demonstrates a genuine understanding of their culture, preferences, and daily realities.

A successful content localization strategy for Denmark should include:

1. Professional Danish translation: While Danes generally speak excellent English, marketing and technical content should be professionally translated by native Danish speakers to ensure nuance and proper terminology.
2. Cultural adaptation: Adjust references, examples, and case studies to reflect Danish business practices and consumer habits. For instance, Danes value sustainability and environmental responsibility more highly than many other markets.
3. Seasonal relevance: Incorporate Danish holidays and events into your content calendar. Major celebrations like Christmas (Jul) and Midsummer (Sankt Hans) have distinct Danish traditions that differ from other countries.
4. Tone adjustment: Danish business communication tends to be direct, informal, and egalitarian compared to many other European countries. Content should reflect this cultural preference for straightforward communication without unnecessary formality.
5. Local social proof: Include testimonials, case studies, and success stories from Danish customers whenever possible. Local validation carries significant weight with Danish consumers.
6. Visual adaptation: Imagery should represent Danish life, landscapes, and people when appropriate. Stock photos that clearly feature other cultures or environments can undermine your localization efforts.

It needs to be stressed that effective localization is an ongoing process that requires continuous refinement based on performance metrics and market feedback. What works in neighboring countries like Sweden or Norway may not necessarily resonate with Danish audiences despite their geographic proximity.

Keyword Research for the Danish Market

Effective keyword research for Denmark requires specialized approaches that account for the unique characteristics of the Danish language and search behavior.

Danish has several linguistic particularities that affect keyword research:

• compound words are common (multiple words joined together without spaces)
• definite articles appear as suffixes rather than separate words
• special characters like æ, ø, and å must be properly handled in research tools

When conducting keyword research for Denmark:

1. Start with Danish seed keywords: Begin with core terms in Danish rather than translating from other languages. Tools like Google Keyword Planner allow you to specify Denmark as your target market.
2. Analyze search volume patterns: Denmark’s relatively small population (around 6 million) means search volumes will be lower than in larger markets. A term with 300-500 monthly searches may be considered high-volume in the Danish context.
3. Investigate vernacular variations: Different regions in Denmark may use slightly different terminology for the same concepts. For example, terms used in Copenhagen might differ from those in Aarhus or Odense.
4. Consider seasonal fluctuations: Denmark’s distinct seasons affect search behavior significantly. Winter-related searches spike earlier than in more southern European countries.
5. Explore Danish search intent: Danish users often have different search intents compared to other markets. For example, they may place higher emphasis on sustainability and environmental impact when researching products.
6. Map the customer journey in Danish terms: Identify the specific terminology used at each stage of the buying process, from awareness to consideration to decision.

Link Building in Denmark

Effective link-building strategies for the Danish market include:

1. Industry Associations & Chambers of Commerce

Denmark has numerous industry associations that maintain high-authority websites. Becoming a member often provides opportunities for backlinks through member directories or featured content. The Confederation of Danish Industry (Dansk Industri) and various sector-specific organizations can be valuable link sources.

2. Danish Business Media

Publications like Børsen (business daily), Berlingske Business, and industry-specific trade journals accept expert contributions and often link to contributors’ websites. Developing relationships with Danish business journalists can lead to media mentions and valuable links.

3. Local Influencer Collaborations

Danish influencers, particularly in the B2B space, can provide both promotional value and link opportunities through their blogs and social platforms. Look for thought leaders in your specific industry niche rather than general consumer influencers.

4. Event Sponsorships

Sponsoring Danish business events, conferences, or webinars typically results in backlinks from event websites, which often carry strong domain authority. These links also signal local market commitment.

5. Educational Content Partnerships

Collaborating with Danish educational institutions or training providers can generate high-quality backlinks. Consider developing case studies, research projects, or educational materials that provide value to Danish students or professionals.

6. Local Business Directories

While less impactful than other strategies, being listed in reputable Danish business directories like Krak or DGS can provide foundational backlinks that signal local market relevance.

Why Choose Us for SEO in Denmark?

1. Experienced International Partner

We have plenty of European experience, allowing us to gain an edge in the Danish market and help your company effectively build visibility in local search results. Our international SEO expertise gives you the competitive advantage you need in this sophisticated market.

2. Time and Resource Efficiency

Save time and resources with our comprehensive approach—from Danish market and competitor analysis, through technical website optimization, to strategic content marketing and effective link building. Instead of coordinating multiple providers, you receive one integrated solution.

3. Risk Elimination

Eliminate business risk through complete transparency of our activities and access to detailed real-time reports. We believe in showing you exactly what we’re doing and the results we’re achieving.

4. Local Expert in Denmark

We collaborate with experts who will help introduce your brand to local realities. Their invaluable knowledge of consumer behaviors and search trends supports our strategies, ensuring cultural relevance and maximum impact.

5. Strategy Tailored to Your Business

Maximize campaign effectiveness with a strategy aligned with your business goals. We’ll create an SEO Strategy and Growth Plan that considers your industry specifics, competitive

Summary

Denmark presents a compelling opportunity for businesses seeking international expansion, with its developed digital ecosystem, consumers with strong purchasing power, and a stable business environment. Success in this market requires a carefully calibrated approach to SEO that respects Danish digital preferences and consumer behavior.

The key elements of an effective Danish SEO strategy include:

• mobile optimization as a first priority, given Denmark’s world-leading smartphone penetration
• culturally relevant content localization that goes beyond mere translation
• strategic use of a .dk domain to build credibility with Danish consumers
• effective presence on local marketplaces and comparison sites
• technical excellence that meets the high expectations of Danish users
• thoughtful keyword research that accounts for Danish linguistic patterns
• quality-focused link building with relevant Danish websites and organizations

While Denmark’s small population (around 6 million) might make it seem like a modest market, its high per-capita spending, digital sophistication, and receptiveness to innovation make it an attractive target for international businesses. With the right SEO approach, Denmark can serve not only as a valuable market in its own right but also as a strategic entry point to the broader Nordic region.

Contact us and unlock your brand’s full potential in the Scandinavian market.