Quick Facts
- Expats living in Iceland
- Tourists visiting Iceland
- Budget-conscious shoppers seeking savings
- Iceland's e-commerce market valued at $1.04 billion with 99% internet penetration
- Fashion leads online shopping at 28% market share, electronics at 23%
- Nammi.is now ships to USA exclusively via DHL Express and can no longer ship alcohol to US addresses
- Wolt dominates rapid delivery with under 30-40 minute times in Reykjavík
For Iceland residents and visitors, combining local retailers like IKEA and ELKO with delivery apps Wolt and Aha.is offers the best balance of savings and convenience in an otherwise expensive market.
Living in or visiting Iceland often comes with a sticker shock. It is beautiful, yes, but it is also expensive. For years, the retail scene was dominated by a few major players with high markups. However, the digital shift has finally taken hold.
This isn’t just about convenience; it’s about survival economics. Knowing where to click can save you thousands of ISK on your weekly shop. Whether you need winter gear that actually handles the wind or groceries delivered before the storm hits, the Icelandic e-commerce market has matured significantly as we head into 2026.
The State of Icelandic E-Commerce
The days of hesitation are over. As of late 2025, the Icelandic eCommerce market is valued at approximately $1.04 billion USD. With internet penetration sitting at nearly 99%, almost everyone on the island is connected.
What are locals buying? The data is clear:
- Fashion & Apparel: The leader with 28% market share.
- Electronics: A close second at 23%.
- Food & Beverages: The fastest grower (14.5% CAGR), driven by the explosion of delivery apps like Wolt.
While global giants exist, Iceland has a strong ecosystem of domestic sites that understand the local logistics better than anyone else. If you are looking for European fashion trends, checking out Zalando is smart, but for local necessities, you need the Icelandic heavyweights.
Top General Online Retailers
IKEA remains the undisputed king of furnishing in Iceland. It’s not just about meatballs; it’s about logistics. They have mastered the art of flat pack delivery across the island, keeping prices relatively stable compared to boutique furniture stores. Their focus on eco-friendly, functional design resonates perfectly with Icelandic homes.
For fashion that you can’t find in Kringlan or Smáralind malls, ASOS is the go-to. Shipping to Iceland has become smoother over the years, though you must always keep an eye on customs duties. It fills the gap for young adults looking for variety that local boutiques often lack.
If you have been in Iceland a while, you remember Rúmfatalagerinn. As of late 2023, the rebranding is complete, and it is now fully JYSK. In 2025, they operate 7 key locations including Smáratorg, Skeifan, and Akureyri. It remains the budget-friendly alternative to IKEA for bedding and home goods.
This is the site for the homesick Icelander or the curious tourist. Nammi specializes in shipping Icelandic candy, wool, and condiments globally.
Crucial 2025 Update: If you are shipping to the USA, Nammi now exclusively uses DHL Express. This ensures speed, but it means they can no longer ship alcohol to US addresses due to courier regulations. Plan your Brennivín orders accordingly.
Food Delivery: The Apps You Actually Need
Forget the old lists. The delivery landscape has consolidated rapidly. If you are hungry in Reykjavík right now, these are the apps dominating the market.
- Wolt
Wolt has effectively taken over rapid delivery. Whether it’s a burger from a local joint or last minute groceries, Wolt’s blue couriers are everywhere. Their interface is slick, and delivery times in the capital area are consistently under 30-40 minutes.
The veteran of the Icelandic delivery scene. While Wolt is fast, Aha often has different restaurant partnerships, especially with established local chains. It is worth keeping both apps on your phone to compare delivery fees.
Dineout started as a table reservation system but has evolved into a powerhouse. It is the best app for booking tables at high-end restaurants, but they also facilitate takeaway and delivery for a massive network of eateries. If you want to plan a nice night out rather than order in, this is the essential tool.
Electronics: Gadgets & Gear
ELKO is the “Best Buy” of Iceland. As of December 2025, they operate 5 strategic locations: Lindir, Skeifan, Grandi, Akureyri, and a tax-free haven at Keflavík Airport. Their webstore, elko.is, is robust and often mirrors the duty free prices if you catch the right sale. If you need a laptop or a washing machine today, this is your safest bet for warranty and service.
If you are looking for electronics in other regions, you might check guides like Top 5 Online Electronic Shops in Qatar or Philips France to compare global pricing models, but for warranty purposes, buying local in Iceland is usually wiser.
- DesertCart
Sometimes ELKO simply doesn’t have that specific cable or niche gadget. DesertCart acts as a cross border bridge, allowing you to access products from Amazon US, UK, and India warehouses delivered to your Icelandic doorstep. Be warned: shipping times are longer, but the catalog is 100x larger than anything on the island.
Grocery Wars: Where to Save Money
Food prices in Iceland are a frequent topic of complaint. To survive, you need to know the hierarchy of supermarkets. Here is the 2025 ranking.
- Prís (The New Champion)
There is a new king in town. Recent price surveys (ASÍ, Dec 2025) consistently place Prís as the cheapest option, undercutting Bónus by 4-6%. It’s bare bones, but if your goal is purely saving money, start here.
The famous piggy bank logo is still a reliable friend. Bónus is now the second cheapest, usually sitting just 1-2% more expensive than Prís. Their store brand products are solid, and they remain the most accessible discount retailer across the country.
Nettó balances price with convenience. They are roughly 10-13% pricier than Prís, but they offer something the others don’t: 24/7 shopping at their Mjódd location. Their online store (netto.is) is excellent for “Click and Collect,” offering the exact same prices online as in store.
Think of Hagkaup as a hypermarket. It is expensiveexpect to pay a premium. However, the locations in Skeifan and Garðabær are open 24/7 and stock over 60,000 products, including cosmetics, toys, and high-end groceries you cannot find at discount stores.
Icelandic Fashion & Outdoor Clothing
In Iceland, bad weather isn’t a possibility; it’s a guarantee. 66°North isn’t cheap, but it is an investment. Their flagship on Laugavegur is iconic, but their online store offers full access to their technical gear. For the 2025 holiday season, they extended returns until late January 2026, making it a safe bet for gifts.
For everyday fashion that doesn’t need to survive a glacier hike, Bestseller is the primary hub. They house brands like Jack & Jones, Vero Moda, and Only. It is one of the smoothest online shopping experiences in Iceland, offering free shipping on orders over 10,000 ISK. It is the practical choice for filling your wardrobe without paying designer prices.
If you enjoy discovering local fashion trends, you might also find inspiration in our guide to Best Ukrainian Fashion Brands to Shop Online, which highlights similar dedication to local design.
Final Verdict: Who Wins?
If you want to save money on food, go to Prís or Bónus. If you need electronics with a warranty, stick to ELKO. And if you don’t want to leave the house during a snowstorm, Wolt and Nettó are your best friends. The market is small, but in 2026, it is finally efficient.
