How your webshop can win in a world of tariffs and Temu fatigue

Danish online spending hit a record-breaking 199.2 billion DKK in 2025. But while the pie is growing, the fight for the crumbs has intensified: international giants, new trade barriers and AI-driven "zero-click commerce" are squeezing margins. Here's your guide to navigating the e-commerce landscape in 2026.

To understand the market in 2026, we first need to distinguish between two key terms that often get confused:

Online spending: The total amount Danish consumers spend online (including travel, streaming and services), now approaching 200 billion DKK.

E-commerce (physical goods): The pure trade in physical goods through webshops. In Denmark, this market is expected to hit a turnover of around 80 billion DKK (10.7 billion euros) in 2026 and grow to 11 billion euros by 2029.

The global arena: growth behind a wall of tariffs

The global e-commerce market is set to reach a staggering 3,880 billion dollars in 2026. But growth is no longer a free-for-all. The Statista report E-commerce challenges points to an explosive rise in complexity that demands Danish webshops act more strategically than ever:

New trade barriers after "Liberation Day": Since 2 April 2025, when US President Trump declared "Liberation Day" and announced an aggressive new direction for world trade, the rules of the game have changed dramatically. A general baseline tariff of 10% is now in place on goods from almost every country imported into the US.

The end of duty-free small parcels (de minimis): Webshops used to be able to ship cheap goods (under 800 dollars) to the US without paying duty — the so-called de minimis threshold. That exemption has now been removed for goods from China and Hong Kong, meaning even the smallest orders are now subject to duty and heavier paperwork. It turns supply chain management into a team sport, where errors in tariff codes can wipe out your entire profit.

Zero-click commerce: The AI revolution has hit Google searches. With the new AI overviews and voice assistants (especially among younger Gen Z consumers), customers now often get their answer directly in the search result — without ever clicking through to your webshop. In the US, these "zero-click" searches have exploded from 26% to 60% in just two years.

Denmark 2026: the "Temu effect" levels off

After a massive wave of ultra-cheap Chinese e-commerce, we're now seeing a clear shift in Denmark. Temu has lost momentum and dropped from 3.4% to 3.0% of recent purchases in early 2026. Danish consumers have grown more sceptical about product quality and safety.

The opportunity: 76% of Danes now shop primarily with webshops they already know. Loyalty and trust have become the most valuable currency for Danish online shoppers in 2026.

Home advantage: Even though global giants dominate the headlines, 90% of Danish consumers still place their orders with national webshops.

The EU's most purchase-ready population: Denmark is the country in the EU where the leap from "being online" to actually "buying something" is the smallest. With a gap of only 9 percentage points between internet users and online shoppers, Denmark has the narrowest gap in the EU — compared with over 30 percentage points in countries like Bulgaria and Romania.

What this means in practice for your webshop: if a Dane is online, the odds are extremely high that they're also ready to buy. This combination of strong digital trust and a clear preference for Danish sites gives local shops a unique tailwind in an otherwise complex global market.

Find your "hidden" percentages

In 2026, success isn't just about what you sell, but how efficiently you move your capital and your money. By optimising your financial setup, you can lift your profit margin significantly.

For the importer: tame your landed costs

When you buy goods from the US or China, the total purchase price (landed cost) has become harder to control thanks to the new tariffs.

The solution: By using local currency accounts, you can pay your suppliers directly in their local currency (e.g. USD or CNY). This removes the supplier's need to add a "currency risk premium" of 2–5% on top of the invoice price, and it strengthens your negotiating position (read the TEESHOPPEN case here).

For the exporter: make your business "local"

When you sell abroad, trust and price are everything. If you ask a customer in Germany or the US to make an expensive, slow international bank transfer (SWIFT), you risk losing the order. But the challenge doesn't stop with the customer — it sits in your back end too, with platforms like Amazon and Shopify.

The platform problem: When you sell via platforms like Amazon or Shopify, you often get paid in euros, dollars or pounds. These platforms typically charge 2–3% to automatically convert the money into Danish kroner. Hidden costs that erode your profit.

The solution: Offer your direct customers and your webshop platform the option to pay into a local bank account in their own country and currency. That removes the steep fees on international transfers and the platforms' forced currency conversion.

The strategic B2B advantage: Many foreign B2B customers now demand a discount because it's expensive and cumbersome for them to source, say, USD to pay a Danish invoice. In some regions (parts of Africa, for example), it can even be impossible for the customer to source enough USD liquidity at all. By letting them pay in their own local currency, you remove their single biggest barrier to buying — and make yourself the preferred supplier.

The result: You avoid unnecessary FX fees and ensure the money lands in your account faster, without losing value along the way.

Checklist: is your webshop ready for 2026?

Checkout check: Can your customers pay with one click (MobilePay/wallets) on mobile?

Currency check: Are you using local accounts to pay suppliers and receive payments from export markets?

Tariff check: Have you factored the latest 2025/26 tariffs into your landed costs?

Loyalty check: Are you tapping into Danish consumers' preference for familiar, local brands?

Want help optimising global trade for your business?

At kompasbank, we help Danish SMEs get more out of their e-commerce through sharp currency solutions and strategic advice. Contact us here for a non-binding review of your setup.

Sources and documentation:

Eurostat (February 2026): E-commerce statistics for individuals (data for Denmark and EU 2025/26).

Statista Trend Report (2025/26): E-commerce challenges (tariffs, AI, zero-click).

Statista Market Forecast (2026–2030): E-commerce in Denmark and Global E-commerce volumes.

Dansk Erhverv / E-handelsanalysen (2025/26): figures for online spending (199.2 billion DKK) and Temu trajectory.

Ebury Intelligence: strategies for international payments and FX optimisation.