The percentage of enterprises selling goods or services via websites or apps in 2019 was 21% (439 of 2023 enterprises). Excluded from the total number are enterprises with fewer than 10 persons employed as well as enterprises in the financial sector, agriculture, fishing, forestry and processing of minerals.
The latest figures published by Eurostat for the 28 countries of the European Union are from 2018, when the average percentage of enterprises selling goods or services via websites or apps was 16%. The highest percentage was in Ireland (30%). Of the Nordic countries, the highest percentage was in Sweden, 26%, while Norway and Denmark had 25% and Finland 19%.
Sales of goods and services via websites or apps in Iceland accounted for 6% of enterprises’ turnover, and thereof 68% via an enterprise’s own websites or apps, and 32% via a common marketplace online.
In 2018, 51% of enterprises (from the same survey) paid for advertisements online. For 73% of those enterprises, less than a third of advertisement costs were paid outside of Iceland, for 14% one to two thirds of advertisement costs, and for 13% more than two thirds.