Overview
Coolshop is a Danish online retailer selling toys, video games, electronics, home goods, beauty and many other categories to shoppers across the Nordics and Northern Europe. It is Denmark's largest online toy retailer and operates country webshops in Denmark, Sweden, Norway, Finland, Germany, the Netherlands and the UK. For a consumer brand, Coolshop is a route to shoppers in several Northern European markets.
Who is behind Coolshop
Coolshop started in 2002 as a specialist online store for video games, founded by Mark Fjeldal Dalsgaard Nielsen, and has since expanded into many more categories. E-commerce research firm ECDB estimates its 2025 sales at about USD 324 million, with Germany as its largest market at 27% of revenue, ahead of Denmark.
What the shopper sees
Coolshop focuses on a large range, low prices and fast delivery, and it offers an EU price guarantee, matching prices found elsewhere in Europe. Its kids' and toy range, Kids Coolshop, is especially strong.
How brands can work with Coolshop
- As a supplier, selling products to Coolshop, which then sells them through its webshops.
- As a marketplace seller. Coolshop has run a marketplace where approved sellers list products next to Coolshop's own range, reach all its markets, and receive payouts from Coolshop. Brands should check its current status with Coolshop, since recent data suggests most sales are Coolshop's own.
A brand approaching Coolshop should be ready with:
- Competitive pricing, given Coolshop's price guarantee.
- Product content in several languages for its country webshops.
- EU product compliance, especially toy safety for kids' products.
- Reliable supply for peak seasons such as Christmas.
Why Coolshop matters for brands
Coolshop gives brands access to shoppers in the Nordics, Germany and other Northern European markets through one partner, with a particularly strong position in toys and games.
How eBrands looks at Coolshop
eBrands works with brands on marketplaces and retail channels across Europe and North America, and with our home base in Helsinki we follow Nordic e-commerce closely. If you want to see how Coolshop could sit alongside the channels you already use, we are happy to talk it through.
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