2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




The Danish government is encouraging regional marketplaces while trying to put up roadblocks for global marketplaces.

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Marketplace Expansion Index Rank

Down 3 Spots from 2018 Index Rank of #10


  • Highest sharing economy participation out of all Nordic countries
  • Ecommerce is a significant portion of retail
  • Very high internet penetration


  • Regulatory environment is undefined and shifting
  • Global marketplaces are finding it difficult to compete with regional players
  • Small domestic addressable opportunity

Facts You Can't Forget


We Can Only Go Up From Here. Only one-fifth of Danes have either supplied or consumed the kinds of services provided by Uber and Airbnb, based on Danish government statistics.


Click to Connect. Denmark has the second highest Internet penetration in the EU (after Luxembourg) at 96.9 percent.


Pushing the Envelope. According to the 2018 Bloomberg Innovation Index, Denmark is ranked among the most innovative countries in the world (8th). The US ranked 11th.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"The lesson we learned from Uber was that our legislation wasn’t designed in an appropriate way to deal with such newcomers.... We need to make sure that our laws are more agile and better prepared for the future."

"Airbnb will automatically report homeowners' income to tax authorities in Denmark under a landmark move. Airbnb had about 30,000 renters in Denmark in 2017 and more than 900,000 visiting users. "

"For the second year in a row, Denmark takes the lead in the Digital Economy and Society Index that ranks Denmark the most digital country in the EU."