Overview
Heimkaup is an Icelandic online store that sells a wide range of products, from fresh groceries and household essentials to electronics, beauty and baby products, with home delivery across Iceland. It describes itself as Iceland's leading online store. For a consumer brand that wants to reach Icelandic households, Heimkaup is one of the few broad online retailers in the country.
Who is behind Heimkaup
Heimkaup runs its online store at heimkaup.is and a mobile app, which lists the Danish company HjemmeKob ApS as its developer. It combines groceries and everyday essentials with a general merchandise range, positioning itself on convenience, competitive prices and fast delivery across Iceland.
The Icelandic e-commerce market
Iceland is a small but wealthy market. According to e-commerce research firm ECDB, Icelandic online sales were about USD 737 million in 2025, with online accounting for 15% to 20% of retail sales, a share that is expected to grow. Electronics is the largest online category. Iceland is part of the European Economic Area but not the EU, so goods shipped from the EU go through customs and Icelandic VAT.
How brands can work with Heimkaup
Heimkaup works as a retailer that buys products from brands, distributors and importers. Many international brands reach Iceland through a local importer or distributor. A brand approaching Heimkaup should be ready with:
- Products that fit Heimkaup's grocery, household, beauty, baby or electronics range.
- A plan for importing into Iceland, including customs and VAT, or a local distributor.
- Labelling that meets Icelandic requirements for the product category.
- Pricing that works after shipping and import costs.
Why Heimkaup matters for brands
Iceland has few large online retailers, and Heimkaup offers a route to households across the country through one store.
How eBrands looks at Heimkaup
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see whether Iceland and Heimkaup fit your Nordic plans, we are happy to talk it through.
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