Comparison of Online Shopping in the Visegrad Group and Scandinavian Countries

Online shopping is becoming an increasingly common online activity. This paper aims to examine differences in online shopping behavior between the Visegrad Group countries and the Scandinavian countries from 2014 to 2023. Using Eurostat data, the study demonstrated a rising trend in online shopping, with Hungary exhibiting the highest increase. Gap analysis revealed statistically significant differences in the share of online consumers over the years and among the countries, with Denmark having the highest share of online consumers. These findings not only enhance the theoretical understanding of online shopping but also offer practical insights for e-commerce operators.