Cracking the Code: A Guide for Estonian Tech Companies to Conquer the Danish and Swedish Markets & Must-Attend Conferences

For the past 10 years, I’ve had the pleasure helping businesses connect with two of the most exciting Nordic markets: Denmark and Sweden. 

Through my experience, I’ve discovered that while each market has its own unique business culture, both share a collaborative, approachable, and relaxed approach. Whether it’s facilitating partnerships, navigating market entry strategies, or tackling cross-border regulations, I’ve seen how these countries create an environment ripe for growth and opportunity.

In this article, I’ll share practical insights on how Estonian businesses can successfully enter Denmark and Sweden, highlighting the key similarities, differences, and opportunities you can leverage in these markets.

1. Evaluating the Market Landscape

The first step in expanding your Estonian tech business is figuring out which market—Denmark or Sweden—aligns best with your product or service. Both countries are renowned for their strong economies and forward-thinking digital innovation, but each has its own unique flavor. 

Here’s what to keep in mind:

• Market Size: Sweden, with over 10 million people, is the largest market in the Nordics. Denmark (5.8 million).

• Market Growth: Sweden is heavily invested in sustainability and tech, while Denmark is making huge strides in green energy and life sciences.

• Living Standards: Both Denmark and Sweden boast high living standards, which makes them ideal for premium products.

• Market Saturation: Sweden has a competitive tech scene with established giants, while Denmark offers opportunities in niche areas. Both markets offer potential, but competition can be a factor to consider.

• Logistics & Trade: As EU members, Denmark and Sweden have streamlined customs and trade processes, making it easier to do business across borders.

2. Refining Your Target Market

Once you’ve evaluated the big-picture factors, it’s time to narrow things down by considering deeper aspects of each market. Here’s how to refine your choice:

• Economic Stability: Both Denmark and Sweden offer stable business environments. Denmark’s GDP growth for 2025 is expected around 1.5% to 2%, while Sweden’s is projected to be between 1.3% to 2.0%.

• Growth Potential: Denmark’s green energy, technology, green innovation and life sciences sectors are growing, while Sweden continues to lead in tech and renewable energy. 

• Competitive Landscape: Sweden’s tech market is highly competitive, but there’s always room for innovative solutions. Denmark also has a well-established tech scene but offers some unique niches. 

• Cultural Considerations: While both Denmark and Sweden share many similarities, there are subtle differences in how business is conducted. Understanding these differences will help Estonian companies adapt and thrive in these markets.

3. Do Your Research and Build Connections

Now that you’ve chosen your target market, it’s time to dive deeper. Networking and building relationships in both Denmark and Sweden is key to understanding local market dynamics and positioning your business for success. Here’s how you can get started:

• Attend the Right Events: For tech companies, Estonia’s Latitude59 is a must-attend, bringing together the Baltic and Nordic tech ecosystem. Denmark’s TechBBQ is another key event, focusing on innovation and tech. Sweden’s Tech Arena is a great opportunity for connecting with Swedish tech businesses. These events are perfect for networking, discovering trends, and building meaningful connections.

• Understanding Business Culture Differences: Denmark and Sweden may share a Nordic foundation, but they have distinct business cultures. In Denmark, the focus is on open, informal communication and quick decision-making. Danish leaders prefer directness and efficiency, which means meetings are usually short and to the point. On the other hand, Sweden takes a more methodical approach to decision-making, with a strong emphasis on inclusivity. Swedish leaders may hold multiple discussions to ensure everyone’s voice is heard, which can take more time but results in a well-rounded decision.

• Leverage Your Network with a Value-Adding Mindset: Networking in Denmark and Sweden isn’t just about what you can get—it’s about how you can help others. The Nordic business community is very connected, so don’t hesitate to tap into your existing contacts. Offer value by exchanging insights, making introductions, and helping others when you can. When you take the approach of adding value, trust builds naturally, and opportunities for mutual growth will follow. LinkedIn is widely used in both countries, so be sure to personalize your outreach and focus on fostering genuine connections.

• Participate in Trade Fairs & Conferences: Networking and learning from industry leaders are key to entering new markets, and attending the right events can provide the perfect opportunity to do just that. Here are a few notable conferences and events that Estonian tech companies should consider for expanding into Denmark and Sweden:

•  DI Business Summit (Denmark): An annual event organised by the Danish Industry (Dansk Industri, DI), bringing together business leaders, policymakers, and innovators to discuss key topics shaping Denmark’s economy and the global business environment. It focuses on pressing issues such as digital transformation, sustainability, and economic growth, offering a platform for networking, knowledge sharing, and collaboration. The summit features inspiring speakers, panel discussions, and sessions that aim to spark innovation and promote Denmark's role in the global economy, especially in areas like green technology, industry 4.0, and entrepreneurship. It’s a great event for anyone looking to stay ahead in the ever-changing world of business and innovation in Denmark.

•  Nordic Fintech Week (Denmark): Nordic Fintech Week is a major annual event that gathers the brightest minds, startups, and leaders from the financial technology (fintech) sector across the Nordic region and beyond. The conference focuses on the latest innovations in fintech, digital banking, payments, insurtech, and financial inclusion.

•  Digital Tech Summit (Denmark): The Digital Tech Summit in Copenhagen is one of the most significant events in Northern Europe, bringing together global leaders, entrepreneurs, and innovators in the tech and digital sectors. Held annually, this summit focuses on the latest trends, challenges, and opportunities in digital transformation, technology innovation, and the growing digital economy. 

• Latitude59 (Estonia) – An Essential Networking Event Latitude59 is one of the top startup and tech events in Estonia, attracting a diverse crowd of investors, entrepreneurs, and tech enthusiasts from all over the world. While it's based in Estonia, it’s a fantastic opportunity to network with Nordic tech innovators and explore potential collaborations in Denmark and Sweden. 

• TechBBQ(Denmark)–Denmark's Largest Tech Festival TechBBQ is a must-attend event in Denmark, drawing together the brightest minds in tech and innovation. With a focus on digital innovation and entrepreneurship, it’s a fantastic place to connect with Danish businesses, startups, and investors. The event offers various workshops, talks, and networking opportunities that could be crucial for Estonian companies looking to break into the Danish market. 

• TechArena (Sweden)–Sweden's Premier Tech Event Hosted in Stockholm, Tech Arena is one of the leading conferences for tech companies in Sweden. With a focus on digital transformation, AI, and innovative tech, it’s a perfect spot for Estonian tech businesses to connect with Swedish entrepreneurs, investors, and potential business partners. The event offers not only networking opportunities but also valuable insights into Sweden's tech ecosystem.

Both Denmark and Sweden offer excellent opportunities for Estonian tech companies looking to expand internationally. While the business cultures may differ slightly, both markets offer a collaborative, growth-oriented environment. By taking the time to understand these nuances, you can position your business for success. 

What are your thoughts?

I’d love to hear from you! Have you already explored these markets or are you planning to? What challenges or opportunities have you faced? Feel free to share your thoughts or ask any questions in the comments below—I’d be happy to chat and share more!

** Just a quick note – In this article I focus on providing country comparisons to help add value to your market entry strategy. However, I don’t offer any consultations for the Swedish market.