Denmark – Retail and Consumer Issues

What are the typical opening hours for shops in Denmark?

Most shops in Denmark open their doors between 09:30 and 10:00 and close between 17:30 and 18:00 on weekdays, with Friday often seeing extended hours until 19:00 or 19:30. Certain supermarkets, shopping centres, and larger retailers stretch their trading hours by an hour or two beyond this standard window. For newcomers accustomed to late-night shopping in some European capitals, Denmark’s weekday timetable will feel reasonably familiar.

Independent and smaller shops typically shut around 14:00 on Saturdays, with the exception of the first Saturday of the month, when many stay open until 15:00. Major supermarkets, large retailers, and shopping malls are increasingly trading until 17:00 every Saturday. Shopping complexes in cities such as Copenhagen and Aarhus generally maintain longer hours throughout the week.

Sunday trading restrictions in Denmark were lifted with effect from 1 October 2012. Since then, retail is only curtailed on public holidays — including New Year’s Day, Maundy Thursday, Good Friday, Easter Sunday, Easter Monday, the Day of Prayer, Ascension Day, Whit Sunday, Whit Monday, Christmas Day, and Boxing Day — and on Constitution Day, Christmas Eve, and New Year’s Eve from 3 pm onwards. This approach is considerably more permissive than countries such as Germany, where Sunday trading is largely prohibited, and more open than the restricted Sunday regimes that persist in several other European nations.

On public holidays, the vast majority of shops will be closed. Exceptions include bakeries, DIY stores, garden centres, petrol station shops, and smaller supermarkets. Discount chain Netto, for instance, lists holiday-opening locations on its website. It is worth consulting your local store’s website ahead of any public holiday to avoid an unnecessary journey.

Trading hours in Copenhagen tend to vary considerably; department stores and supermarkets generally operate longer than standard retailers. Smaller kiosks often keep more extended schedules. 7-Eleven branches are open around the clock, while other convenience-style stores typically trade from 9–10am through to 8–10pm seven days a week. Outside major cities, smaller towns may operate on more restricted hours, so checking ahead is always advisable.

What forms of payment are typically accepted in Denmark?

According to a 2023 survey by Danmarks Nationalbank on citizens’ payment habits and preferences, nearly nine out of every ten in-store transactions in Denmark were completed digitally. Denmark ranks among the world’s most cashless societies, and those arriving from countries where physical currency still dominates will notice this shift quickly in their daily routines.

The Dankort, Denmark’s national debit card system, forms the foundation of everyday transactions. Most Dankort cards are co-badged with Visa or Mastercard, allowing them to function both within Denmark and abroad. Although international credit cards are widely accepted, Danish consumers prefer the Dankort for its straightforwardness, minimal fees, and well-established reputation. When you open a bank account as a new resident, your institution will ordinarily issue you a Dankort as a matter of course.

An increasing number of Danes are paying via smartphone, with one in three purchases now completed using a mobile device. Wallet-based payments — where cards are stored digitally on a phone — are particularly in vogue, with Apple Pay and Google Pay functioning in much the same way as a contactless card tap at the point of sale.

MobilePay is Denmark’s foremost mobile payment platform, with over four million active users — equivalent to more than two thirds of the population. Created by Danske Bank, it facilitates instant transfers between individuals and seamless in-app purchases. Danish shoppers routinely expect to find MobilePay at online checkouts, appreciating its speed and familiarity. To sign up, users must reside in Denmark and possess a smartphone with a Danish phone number, a Danish CPR number (civil registration number), and a Danish bank account with a linked card. Newly arrived expats without a CPR number yet will need to rely on international payment cards or digital wallets in the meantime.

Cash usage is declining steadily in Denmark, accounting for only around eight percent of all in-store payments. Danmarks Nationalbank nonetheless advises residents to keep a modest cash reserve at home — approximately DKK 250 per household member — as a contingency for temporary digital system outages. It is also worth noting that Google Pay does not support Dankort cards, so Android users wishing to pay by Dankort will need to use their physical card.

What are the major supermarkets in Denmark, and how do they differ?

The grocery market in Denmark is dominated by two groups: COOP Denmark and Salling Group, which together command roughly 60 percent of the total market, each holding between 30 and 35 percent. Beyond these two leaders, a number of other operators compete fiercely, especially in the discount segment.

Salling Group’s portfolio encompasses the discount chain Netto, the hypermarket format Bilka, the mid-range Føtex and Føtex Food stores, and the Salling department stores in Aarhus and Aalborg. The budget end of the market is served by Rema 1000, Lidl, Netto, 365discount, and Fakta, with Rema 1000 and Lidl widely regarded as the most competitively priced — broadly comparable to Aldi or Lidl in other European countries.

Norwegian-owned Rema 1000 has edged ahead of Netto in the discount sector according to analysis by the Retail Institute, though in 2024 Netto still held a slim lead with 17.7 percent market share compared to Rema 1000’s 17.6 percent. Rema 1000 currently runs around 420 stores across Denmark, while Netto had 573 locations as of September 2024.

COOP Denmark scaled back its grocery portfolio from six chains to four during a restructuring in 2023 and 2024. Both Irma and DagliBrugsen were discontinued, with their premises either sold or converted into one of the four remaining COOP-branded formats. These include SuperBrugsen and Kvickly at the mid-market level, alongside Meny, which is regarded as one of Denmark’s more upmarket supermarket options.

All major chains offer own-label ranges providing affordable alternatives for household and food essentials. Salling Group’s stores use the Princip brand, COOP sells products under the Coop or Änglamark labels, and Rema 1000 markets its own-brand range — which also includes an organic line called Gram Slot. Weekly special offers are published on each chain’s website and displayed in-store.

While the number of supermarket options may initially seem daunting, their core assortments are broadly comparable. For more specialist items — such as fresh herbs for Asian cooking, specific Middle Eastern spices, or a wide selection of dried legumes — a trip to a dedicated international food shop is usually necessary. Hypermarket formats like Bilka, loosely analogous to a large Carrefour or Walmart Supercenter, extend their range well beyond groceries to include electronics, clothing, and household goods.

How popular is online shopping in Denmark, and what are the main platforms?

The average Danish resident completes more than one card payment per day, and Danish consumers shop online at a far higher rate than most of their European counterparts. E-commerce is woven into the fabric of everyday life in Denmark, spanning groceries, electronics, clothing, and furniture.

Key Danish and international e-commerce players include Zalando (fashion and lifestyle goods), Elgiganten (consumer electronics, similar in concept to Currys or MediaMarkt), Pricerunner (a price comparison engine widely consulted by Danish shoppers), and Coolshop (gaming, technology, and toys). Salling Group also operates wupti.com, an online retailer specialising in electronics and household items. For grocery delivery, Nemlig.com and the online services of the major supermarket chains are popular choices.

International platforms such as Amazon — accessed primarily through Amazon.de or Amazon.co.uk, as no dedicated Danish storefront exists — and ASOS are commonly used for clothing and general merchandise. When purchasing from sellers outside the EU, it is important to remember that since the EU removed the low-value goods VAT exemption in July 2021, all imports from non-EU countries — irrespective of value — are subject to Danish VAT (25% as of 2025). Additional customs duties may apply depending on the product. Always calculate the full landed cost before finalising a cross-border order.

Parcel delivery in Denmark is well organised, with carriers including PostNord, GLS, and DAO covering most of the country. Domestic orders from established retailers typically arrive within one to three business days. More remote areas and smaller islands may see slightly longer delivery times, and certain international platforms do not serve all Danish postcodes. Most major retailers and parcel operators also offer click-and-collect at local shops or at parcel lockers (pakkeautomater), which are distributed widely across both urban and suburban areas.

Are there shops or products in Denmark catering specifically to expats or international tastes?

Denmark’s larger cities — Copenhagen above all — host a well-established network of international and specialist food retailers. In Copenhagen, neighbourhoods such as Nørrebro are celebrated for their cultural diversity and are home to a dense concentration of Middle Eastern, Asian, African, and South American food shops, markets, and eateries. Stores such as Istanbul Supermarked and comparable outlets in Nørrebro carry a wide selection of halal meats, spices, pulses, and imported goods from across the globe.

Asian grocery stores and supermarkets are present in both Copenhagen and Aarhus, stocking the ingredients needed for Chinese, Japanese, Korean, Thai, and Vietnamese cooking. Copenhagen’s covered food market, Torvehallerne, brings together artisan producers, imported specialities, and organic goods, and is frequented by residents and newcomers alike. Aarhus and Odense also offer international food shopping, though their range is generally narrower than what the capital provides.

For niche ingredients — particular herbs used in Asian cuisine, specialist Middle Eastern spices, or an extensive variety of dried legumes — a specialist retailer will almost always be necessary, as mainstream supermarket shelves rarely stretch that far. That said, larger-format stores such as Meny and Bilka do carry a broader international selection than the discount chains.

Among international retail brands, IKEA has stores in Copenhagen (Taastrup), Aarhus, and Odense. H&M, Zara, and Mango maintain a strong presence in shopping centres and on high streets. Flying Tiger Copenhagen (commonly called Tiger), a Danish-born concept, is widely available throughout the country. Søstrene Grene, another homegrown Danish homeware and lifestyle brand, is popular for its affordable interior products. Expats from many backgrounds will also find recognisable European and some international goods in the ever-expanding organic and specialty sections of COOP and Salling Group supermarkets.

What are your rights as a consumer in Denmark?

As an EU member state, Denmark has developed a consumer protection framework that closely mirrors — and in certain respects surpasses — EU minimum requirements. Residents, including those who have relocated from abroad, enjoy a comprehensive set of rights covering the purchase of physical goods, digital content, and services. The principal legislation regulating consumer sales is the Danish Sale of Goods Act (Købeloven), which is periodically revised to incorporate updated EU directives. As consumer law continues to evolve, always confirm the current legal position with official sources.

Under both Danish and EU law, consumers are entitled to a two-year statutory warranty on goods purchased from a commercial trader. Should an item prove defective or fail to match the description given at the point of sale, you are entitled to a remedy — ordinarily repair, replacement, a partial price reduction, or a complete refund — at no extra cost to you. These rights apply equally to in-store and online purchases. It is worth noting that this is a legal entitlement that operates independently of any voluntary commercial guarantee: a retailer cannot substitute a shorter commercial guarantee in place of your statutory rights.

For purchases made online or at a distance, EU law — as transposed into Danish legislation — grants consumers a 14-day right of withdrawal, commonly referred to as a cooling-off period. You may return most goods acquired online within 14 days of receipt without giving any reason and receive a full refund. Certain categories are excluded, including perishable goods, bespoke or personalised items, and digital content that has already been accessed or downloaded. Some retailers voluntarily offer a longer return window, but the 14-day right represents the legally guaranteed minimum.

Danish law further provides robust protections against misleading advertising and unfair commercial conduct. Forbrugerrådet Tænk advocates for consumers’ rights and promotes the consumer interest so that individuals can make well-informed, safe, and responsible purchasing decisions. If you suspect you have been misled by advertising or subjected to an unfair commercial practice, this can be reported to the Danish Competition and Consumer Authority (Konkurrence- og Forbrugerstyrelsen).

For the most current guidance, consult the forbrug.dk website (Denmark’s official consumer information portal) and the Danish Competition and Consumer Authority. Consumer law is an actively evolving field, and the information provided here should always be cross-checked against official sources before being acted upon.

Which organisations protect consumers in Denmark, and how can you contact them?

Denmark maintains a well-organised network of consumer protection bodies accessible to all residents, including those who have moved from abroad, offering guidance, complaints handling, and dispute resolution services.

• Forbrugerrådet Tænk (The Danish Consumer Council)
  Forbrugerrådet Tænk is an independent membership body whose membership encompasses approximately 90,000 individuals and 23 organisations, though its advocacy work extends to all consumers in Denmark. It can provide advice on matters including the Danish Sale of Goods Act, your rights when making a complaint, and the rules governing marketing practices. It can also guide you through the various avenues available for raising a formal complaint. Website: taenk.dk
• Konkurrence- og Forbrugerstyrelsen (The Danish Competition and Consumer Authority, DCCA)
  The DCCA is the government body charged with enforcing consumer protection law, competition regulations, and product market surveillance in Denmark. It handles complaints relating to misleading marketing, unfair commercial conduct, and violations of consumer legislation. It also oversees Denmark’s Alternative Dispute Resolution (ADR) framework. Website: kfst.dk
• Forbrugerklagenævnet (The Consumer Complaints Board)
  This is the official ADR body for consumer disputes in Denmark. Where a complaint against a trader cannot be settled through direct negotiation, it may be referred to the Consumer Complaints Board for mediation or a binding decision. A nominal fee is required when lodging a complaint (check the current amount on the official website, as this is subject to revision). Website: forbrug.dk
• Det Europæiske Forbrugercenter Danmark (European Consumer Centre Denmark, ECC Denmark)
  The Danish office of the European Consumer Centre provides advice and practical assistance when shopping or travelling within the EU. This covers areas such as airline disputes, cross-border online purchases, and subscription problems. ECC Denmark is particularly well placed to help with disputes involving traders headquartered in other EU member states. Website: Visit ECC Denmark
• Forbrug.dk (Official Danish Consumer Information Portal)
  Operated by the Danish government, forbrug.dk provides accessible information on consumer rights, product safety alerts, price comparison resources, and step-by-step guidance on how to submit a formal complaint. Website: forbrug.dk

The majority of these organisations communicate primarily in Danish, though the European Consumer Centre Denmark and the broader ECC Network are equipped to assist with cross-border matters in a range of languages. For day-to-day queries, many larger retailers — particularly those in Copenhagen and other major cities — have customer service teams able to assist in English.

Frequently asked questions

Are shops in Denmark open on Sundays?

Sunday trading restrictions in Denmark were removed with effect from 1 October 2012. The majority of supermarkets and many city-centre retailers now operate on Sundays, albeit sometimes with shorter hours than on weekdays. Smaller independent shops in rural areas may still choose to close. Before making a trip on a Sunday, it is worth checking the specific store’s website to confirm its opening hours.

Can I use cash everywhere in Denmark?

In 2023, nearly nine in ten in-store transactions in Denmark were made digitally. Cash remains legally acceptable and ATMs continue to operate across the country, but some smaller shops, street market vendors, and food stalls may prefer card or mobile payment. Carrying a payment card at all times is advisable, and keeping a small amount of cash as a backup for emergencies is a sensible precaution.

What is MobilePay, and do I need it as an expat?

MobilePay is Denmark’s leading mobile payment application, with more than four million active users — representing over two thirds of the country’s population. Launched by Danske Bank, it enables instant money transfers between individuals and fast in-app payments. To register, you will need a Danish phone number, a CPR number (civil registration number), and a Danish bank account. While you are waiting to obtain these, Apple Pay and Google Pay serve as practical alternatives for contactless payments.

Which are the cheapest supermarkets in Denmark?

The most budget-friendly supermarkets in Denmark include Rema 1000, Lidl, Netto, 365discount, and Fakta, with Rema 1000 and Lidl typically considered the most affordable. Each of these chains carries its own private-label products, offering further savings on staple goods. Mid-range options include Føtex and SuperBrugsen, while Meny occupies the more premium tier of the market.

What are my rights if I buy a faulty product in Denmark?

Danish and EU law together provide a two-year statutory warranty on goods purchased from a commercial seller. If a product turns out to be faulty or does not conform to what was agreed at the point of sale, you have the right to seek repair, replacement, a reduction in price, or a full refund, depending on the specific circumstances and how far through the warranty period you are. Forbrugerrådet Tænk can provide guidance on your rights under the Danish Sale of Goods Act. Always verify the most up-to-date legal position at forbrug.dk.

How do I complain about a retailer in Denmark?

The first step is to contact the retailer directly in writing, retaining copies of all correspondence. If the matter remains unresolved, you can submit a formal complaint to the Consumer Complaints Board (Forbrugerklagenævnet) through forbrug.dk. A small filing fee is payable when lodging a complaint — check the official website for the current amount. If your dispute involves a trader based in another EU country, ECC Denmark can provide guidance and assistance.

Is online shopping reliable in Denmark?

Denmark has a highly capable e-commerce infrastructure. Deliveries from major domestic retailers are dependable, with most orders arriving within one to three business days. When purchasing from sellers outside the EU, note that all imported goods are now subject to Danish VAT (25% as of 2025) regardless of their value, and customs duties may also apply depending on the product type. Always confirm the full landed cost — including applicable taxes and shipping fees — before completing any international purchase.

Where can I find international food products in Denmark?

Larger cities, and Copenhagen in particular, offer a solid range of international food retailers, especially in culturally diverse districts like Nørrebro. Asian grocery stores, Middle Eastern food shops, and specialist delicatessens are present throughout most urban areas. For more obscure ingredients — such as specific herbs for Asian cooking, particular Middle Eastern spices, or a wide variety of dried legumes — a dedicated specialist store will generally be necessary rather than a mainstream supermarket. Torvehallerne market in Copenhagen is an excellent starting point for premium, artisan, and imported food products.