In the Nordic countries, men are slightly more likely to start their shopping journey on online marketplaces than women. As of the second quarter of 2023, around ** percent of Swedish men searched for product information on digital marketplaces, compared with roughly **** percent of Swedish women.
*19,293 consumers participated to the survey in the following countries: the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minumum of 1,000 respondents participated from each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.
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Klarna. (March 18, 2024). Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by gender [Graph]. In Statista. Retrieved July 17, 2025, from https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/
Klarna. "Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by gender." Chart. March 18, 2024. Statista. Accessed July 17, 2025. https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/
Klarna. (2024). Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by gender. Statista. Statista Inc.. Accessed: July 17, 2025. https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/
Klarna. "Share of Shoppers Using Online Marketplaces to Search for Product Information in The Nordic Countries in 2nd Quarter 2023, by Gender." Statista, Statista Inc., 18 Mar 2024, https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/
Klarna, Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by gender Statista, https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/ (last visited July 17, 2025)
Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by gender [Graph], Klarna, March 18, 2024. [Online]. Available: https://www.statista.com/statistics/1364152/online-marketplaces-source-product-search-gender-nordics/
