Denmark - Country Commercial Guide
Selling Factors and Techniques

Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.

Last published date: 2021-11-13

The factors that determine where importers place their orders are almost entirely commercial, although cultural and historical or social ties with a long-standing trade partner may play a role. General competitive factors such as price, quality, promptness of delivery, and availability of service determine the success of a supplier in Denmark.  Patience and commitment count. Danish firms do not typically change suppliers easily, and many commercial relationships have been maintained over decades. Export companies seeking only a fast return have a reduced chance of success in Denmark.

Most New-to-Market companies launching a product in Denmark should expect fierce competition from domestic, third country, and often U.S. companies that are already well-established in other Danish markets. In many cases, local distributors or agents will either decline taking on the representation of a new product line, or alternatively, request a substantial financial contribution towards market entry costs. Consequently, the best, or sometimes even the only way for a New-to-Market company to enter the Danish market can be through establishing its own sales office.