Although all Agenda talked to emphasize that there is considerable uncertainty about the numbers, it is now widely recognized that e-commerce is really starting to take off and pose a threat to traditional retail. According to figures from Norway, the total online sales in Norway in 2011 of 22 billion. 4 of 10 womens is now shopping clothes and shoes online. In Sweden and Denmark all 5 of 10 women - 50 percent - now clothes and shoes online. In Sweden, sold half of all books over the web, and it only increases.