Online stores

In an increasingly digital world, retail is moving online. This also holds true for Dansk Supermarked Group, and our clear ambition is to be the leading player within e-commerce in Denmark.

With a strong portfolio of individual e-commerce activities, we want to offer customers as much of a choice when shopping online as they get when they visit our physical stores. We also want to serve our customers with all the opportunities that omnichannel shopping has to offer. delivers online growth

Our online pure player offers numerous nonfood products at competitive prices. was acquired in 2015 as part of our ongoing focus on growth within e-commerce.

A pure-player pioneer

As an online pure player, offers customers a wide assortment of nonfood products at competitive prices, with strong delivery options and great customer service. In 2006, was one of the pioneers within e-commerce and is one of the most well-known e-commerce businesses in Denmark. was acquired by Dansk Supermarked Group in 2015 as part of the Group’s ongoing focus on growth within its e-commerce business.

Promoting competition in a fragmented market

In September 2015, Dansk Supermarked Group acquired the service provider in order to promote competition within the municipal market. Part of the effort revolves around making product prices transparent and offering everyone the same possibilities for the delivery of groceries. is the Group’s B2G (business-to-government) unit which delivers groceries to institutions and citizens who have been referred to the service provider by the municipality. was established in 2011 by a group of entrepreneurs and has since grown to be one of the largest players in the market for service providers of groceries.

Bricks-and-clicks businesses

The webshops, and reap the benefits of their close connections to the physical stores.

The omnichannel opportunities are utilised, for instance, by offering customers the option to buy online and collect in-store while doing their everyday shopping.

In addition, online shopping is completely integrated with offline shopping, as customers are able to gain access to expanded assortments online through in-store tablets.

Growth in e-commerce

E-commerce with nonfood products was first introduced as part of the Group’s business in 2010 when became our first webshop. In just a few years, the online store has experienced remarkable growth, and today it is one of the biggest webshops in Denmark.

Since the launch of, the e-commerce business unit of the Group has expanded. In 2011, the Salling department stores went online with, and in 2015, føtex followed suit and launched their own online shop at fø

The Group’s future online

In May 2015, Dansk Supermarked Group reached a significant milestone with regard to e-commerce with the acquisition of the webshop, which was a pioneer as the first pure player within e-commerce in Denmark.

In September 2015, the Group also entered the business-to-government market with the acquisition of the serviceprovider

The Group has thus taken a big step forward in becoming the leading retailer within Danish e-commerce.