The Nordic championship in the heavyweight company series is a game of two. Episerver wins by 19 percent market share. The second place belongs to WordPress with about 17 percent. Drupal, taking the third place, must settle for 7 percent share. Just behind the last medal position follows tightly Sitecore just 0.1 percent behind Drupal, Umbraco with 5 percent share and tailor-made solutions with almost 5 percent share.
We examined the content management systems used by the biggest companies in Nordic countries. We selected the official web pages of the biggest companies in Finland, Sweden, Norway and Denmark in this review. We picked the 500 biggest companies by turnover, so altogether 2000 companies. For comparison we also focused on content management systems used by the 100 biggest Nordic companies.
WordPress is a clear market leader in Finland with 20.4 percent market share. Episerver takes second place with 14.6 percent share as Drupal is chasing it with 13.4 percent share. Drupal has a special status in Finland, because it does not make its way to the podiums in any other country. Also, Liferay in the fourth place is an oddity, because it does not get to the top chart in any other country at all.
Examples of Finnish top-3:
WordPress: Amer Sports Oyj, Sanoma Oyj, Kamux Oyj
Episerver: Orion Oyj, Veho Oy Ab, Terveystalo Oyj
Drupal: Konecranes Oyj, Martela Oyj, Paulig Ab
In its domestic markets, Episerver is hoarding 36.6 percent market share. WordPress is also strong, with a 15 percent market share. When compared to them, Sitecore in third position almost belongs already into the bantam series with its 6.4 percent market share. Episerver and WordPress together are taking half of the markets. This is pressing the Others-series smaller in Sweden than in other Nordic countries. It also affects to the number of recognized content management systems in Sweden. In other countries the number is about 60, whereas in Sweden it is 40.
Examples of Swedish top-3:
Episerver: Ericsson, Telefon AB LM, Skanska AB, Vattenfall AB
WordPress: SAS AB, Mekonomen AB, Bilia Group AB
Sitecore: SSAB AB, Husqvarna AB, Hexagon AB
Norway has two gold medalists side-by-side: Episerver and WordPress. They both take 17.6 percent market share. A big surprise is SharePoint in third place. The vast majority of SharePoint users in Norway are hospitals. SharePoint gets to the top chart only in Finland. There are many exotic domestic content management systems from small vendors in Norway. Therefore, Others and Not recognized classes combined get 38.2 percent.
Examples of Norwegian top-3:
WordPress: XXL ASA, Relacom AS, SalMar ASA
Episerver: Yara International ASA, Coop Norge SA, Statkraft AS
SharePoint: Oslo Universitetssykehus HF, Helse Bergen HF, Vard Group AS
In Denmark the differences between content management system market shares are moderate. WordPress wins with only 14.2 percent market share. In all the other countries 14.2 percent would be in third place. The second place goes by a small margin to Umbraco with 13.2 percent share. Sitecore is following it closely with 13.0 percent share. In Denmark, as in Sweden and Norway domestic players are strong. Umbraco takes silver and Sitecore is right behind on bronze and Dynamicweb CMS takes the fourth place. They take altogether 34.2 percent market share.
Examples of Danish top-3:
WordPress: Dagrofa Logistik A/S, Skandinavisk Motor Co. A/S, Orkla Foods Danmark A/S
Episerver: DSB Vedligehold A/S, Bygma A/S, Alfa Laval Aalborg A/S
Drupal: Jysk A/S, Billetkontoret A/S, Akzo Nobel Salt A/S
How company size affects to the content management system choice
We filtered the data and looked at the market shares within the 100 biggest Nordic companies. Above is a chart that compares the market shares of the most common content management systems between all the 2000 Nordic companies and the 100 biggest of them.
Episerver almost doubles its share from 18.95 percent to 36 percent, when focusing on the Top-100 Nordic companies. We made a similar review earlier about Finnish Top-1000 companies. It showed that this is not surprising, because the change with Episerver in Finland was very similar to the change in Nordic countries. The popularity of WordPress drops with the growth of the company sizes from 16.8 percent down to 10 percent. Its popularity is still very high even in the Top-100, although the smallest revenue in this class is almost 4 billion euros. Sitecore does the biggest leap. Its market share rises from 6.8 percent in the whole data to 16 percent in the Top-100. Also, Adobe Experience Manager rises significantly from 3.65 percent to 8 percent. It is used nearly exclusively by the biggest of the biggest companies.
|1.5 Bn||8.5 Bn||1.3 Bn||1.9 Bn||1.2 Bn||0.6 Bn|
|0.6 Bn||7.9 Bn||0.3 Bn||1.4 Bn||0.7 Bn||0.2 Bn|
|0.9 Bn||10.0 Bn||1.1 Bn||1.0 Bn||0.7 Bn||0.2 Bn|
|1.5 Bn||9.1 Bn||1.7 Bn||1.4 Bn||0.6 Bn||1.8 Bn|
|0.6 Bn||7.2 Bn||0.2 Bn||0.9 Bn||0.6 Bn||0.6 Bn|
|1.5 Bn||15.2 Bn||0.6 Bn||3.6 Bn||0.8 Bn||0.2 Bn|
|Adobe Experience Manager||3.65%||8.00%||3.80%||5.60%||2.60%||2.60%|
|2.6 Bn||18.9 Bn||0.2 Bn||3.7 Bn||5.0 Bn||1.6 Bn|
|0.8 Bn||6.9 Bn||1.0 Bn||0.6 Bn||1.0 Bn||0.1 Bn|
|0.2 Bn||–||–||–||0.7 Bn||0.2 Bn|
|Average areal turnover of all companies||1.0 Bn||9.6 Bn||0.7 Bn||1.7 Bn||0.9 Bn||0.5 Bn|
The table above represents the market share of each content management system from the chart of the Top-2000 and the average revenues per area for the companies using them. Companies using Adobe Experience Manager have the highest average revenue in Nordic countries. The only exception to this is Finland, where it is used mainly by branches of foreign companies. Companies using Episerver have high revenues in every country. It exceeds the average revenue of each country. It is interesting however, that Episerver does not reach the average revenue of all the companies in the Top-100 comparison. WordPress is very close to the revenue of companies with Drupal, even shoulder to shoulder in Norway, but lags significantly behind in Finland. In Nordic countries the companies using tailor-made solutions have about 1.5 times the revenue when compared to average revenues of the Top-2000 or the Top-100.
Episerver is the biggest content management system in the Nordic countries. WordPress is a strong challenger. The revenue of a company correlates to some extent with the content management system choice. In Finland, domestic players don’t play almost any role in the markets, whereas in other Nordic countries being a domestic is an advantage.
If you need assistance in evaluating what system would support you in achieving your business objectives or in comparing different products, do not hesitate to contact us.
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October 10, 2019 at 18:40
Thanks for the detailed work provided here. I noticed that in Norway, a whopping 38% of your stats are “others/unknown”? “Enonic CMS” is listed, does this mean you have not identified Enonic XP instances? This might change your numbers for “Enonic” combined, and reduce unknown/others.
October 11, 2019 at 12:40
Thank you for your comments! According to our data Enonic CMS seems to get some popularity in Norway, but is not listed with any other countries. Can you name some Enonic XP users that fit in top 500 companies in Norway and perhaps to give a hint how to recognize it? I can do few test checks with our data then. All-in-all many of the unrecognized systems were Windows based. Quite a few of them even used .NET 2.0 framework.
October 11, 2019 at 13:13
Many companies are transitioning to Enonic XP these days. I do not know exactly how you determine “500 largest companies”? Would this include big governmental agencies where Enonic is popular?, or are we only talking listed companies? Storebrand.no and klp.no are for instance using Enonic XP. This can be identified by for instance the image service url pattern: https://www.storebrand.no/privat/_/image/6ed9474a-12b3-4cb6-a949-a02d05e0768f:a9810c1df44dd7c4cb56513067d6bcb790cc0106/block-1880-620/Gode-penger-toppbilde3.jpg
October 11, 2019 at 13:35
We used 500 biggest companies based on annual turnover. Storebrand.no seems to be listed as Enonic CMS site in our data. There are no pension companies in Norwegian listing, so klp.no is not mentioned.
October 11, 2019 at 17:25
From this list KLP is #7 in biggest of Norwegian companies, and Enonic is powering 20% of the top 30 compaines. But including all top 500 market share is definetly dropping. Thanks for making this report Heikki 🙂
October 21, 2019 at 09:07
Thank you very much. There are more articles to be published about this subject. We are going to dig our data a little bit more from different viewpoints.
October 10, 2019 at 19:09
Also curios how you differentiate “tailor made” from “unknown”?
October 11, 2019 at 12:50
That is a valid question.
There are two ends using tailor made systems. Some of them are one-page web sites, which you can find even from top-500 companies. For example some family owned investment companies. There the site is tiny or at least rather small and technology stack is almost non-existing.
The other end is a big company that has sophisticated background systems running vast majority of the intelligence needed for services on the site and the technology stack of the site is overwhelming. For example flight companies often fall into this category. This judgement of course requires a lot of detective work and googling.
June 22, 2020 at 21:50
Really interesting analysis, how did you get to this level of detail? Struggling to find any good resources myself.
June 23, 2020 at 09:19
Thank you for your interest. We mixed and matched different data sources and used some automated tools. Finally there were about 35% unrecognized sites left, which we crawled through manually. Last year we published also similar research about ecommerce platforms. We have done the same work again this year and will publish results in English in some point. The Finnish version is here: https://web-ostajanopas.fi/2020/06/01/datakatsaus-isojen-kotimaisten-verkkokauppojen-teknologiat-vuonna-2020/