Differences between Denmark and Sweden: what brands need to know

Written by Max Riis Christensen, revised April 2025

Denmark and Sweden are geographically close neighbours. Separated by Øresund, but unified by their Scandinavian culture and shared history.

While there are many lingual and cultural similarities between them, there are an equal amount of clear and present differences to consider for brands and companies operating in e-commerce.

Danes prefer to pay with Dankort, while Swedes, if given the chance, will opt for invoicing with Klarna. There are also different preferences between Danish and Swedish consumers regarding product delivery, but did you know that the motivation to buy also differs between the two countries?

Before starting MakesYouLocal, I was running my own international webshop for 10 years, selling in both Denmark and Sweden. Over the years, I have gained some valuable insights into the differences between the two countries.

Specifically, there are three significant aspects that I would like to share with you.

Visual and cultural differences

Understanding local context is key when localising content. Here are a few examples that show how Denmark and Sweden differ:

• In Denmark, the colour yellow is linked to discounts and sales, while in Sweden, it is red

• National holidays differ: Walpurgis Night in Sweden is marked by bonfires and spring celebrations, while in Denmark, the focus on fire comes later with Sankt Hans Aften in June

• Mother’s Day and Father’s Day occur on different dates

• In Sweden, salaries are paid on the 25th of each month, while in Denmark, they are typically paid on the last weekday of the month

• Child benefits are monthly in Sweden, quarterly in Denmark

These differences mean your newsletters, marketing visuals, and campaign timing should all be adapted for each country.

We are not influenced in the same way

Influencer marketing plays an increasing role in both markets, but the type of influence that works best is not the same.

• Danish customers are more influenced by relatable people – anonymous mums or micro-influencers with personal experience

• Swedish customers respond more to expert voices – such as midwives or health professionals

When choosing collaborators, make sure they align not only with your brand but with how trust is built in that particular market.

Customer loyalty

Swedish customers tend to show slightly more loyalty than Danish ones, and they are more inclined to sign up for newsletters or join customer clubs.

If you deliver a good experience, they are likely to return – but if you do not, they will remember that too. Swedish customers are more proactive in leaving feedback, whether on Trustpilot, Facebook or by email.

They also place great importance on promises made. If your delivery time is stated as 1–3 days, that is the standard they expect to be met. Danish customers are more flexible – they are more likely to accept delays if the explanation is fair and timely.

Adapting your webshop for success across the Øresund

If you are a Danish webshop considering expansion into Sweden – or a Swedish brand looking to grow in Denmark – understanding these cultural and behavioural differences can help you succeed. Small adjustments to your marketing messages, payment options, influencer strategy and campaign timing can have a noticeable impact on trust and conversion rates.

Whether you are considering launching in Sweden, Denmark, or any other country, I have specific knowledge of these differences and am eager to share them with you. Feel free to reach out to me to learn more.