Startup looking to replace junk mail with online initiative

The rise in popularity of ShopGun has coincided with a massive fall in residents wanting retail advertisements through their letterboxes

‘ShopGun’, an app and website founded in 2009, aims to make the junk mail stuffed through Copenhagen residents’ letter box a thing of the past.

Its service enables users to search and compare promotional material, presented by a range of major stores, in countries throughout Europe.

Among the companies currently working with the startup in Denmark are Netto, Irma, Rema 1000, and Matas.

The rise of web advertising
Christian Birch, the co-founder & CEO of ShopGun, describes how the company has changed the way Copenhagen residents view promotional advertisements.

“When we started out in 2009, 18 percent of the Danish population said ‘no’ to receiving print commercials in their mailboxes. Today, the figure is at 50 percent, and in many parts of Copenhagen it’s about 75 percent,” he told CPH POST.

However, over the same period, ShopGun measured a large rise in the usage of its website and app by individuals across the country.

“We’ve [now] got around 2 million downloads in Denmark – our user-base represents a mini-Denmark,” he enthused.

Consumers in control
This success, Birch argues, rests on empowering those who look to get the best deals each week.

“We never think about how retailers can ‘make more money’ in the first place. We are people and think of what’s the best product for people,” he explained.

In this respect, the service that ShopGun provides, Birch suggests, does not seek to persuade people to buy. Rather, it allows them to strategise how they will make their weekly purchases.

“We want to make people feel like they’ve hired a butler or an assistant that completely automates their shopping as much as possible,” he said.




  • The international who shaped Copenhagen

    The international who shaped Copenhagen

    Anna Maria Indrio is one of the most important architects in Denmark, having contributed to shaping Copenhagen into what it is today. Among her best-known projects are the extension of SMK and Arken, as well as the Natural History Museum and the Darwin Centre in London. She moved here 60 years ago, when “Copenhagen was gray and dormant. Predictions suggested it would become depopulated. But putting people at the center changed everything,” she said

  • Danish government passes amendment to increase citizenship fee by 50%

    Danish government passes amendment to increase citizenship fee by 50%

    Fees were raised to reflect processing costs and curb repeat applications, creating debate over whether the new charges erect barriers to political participation for internationals.

  • Internationals’ labour contributes 361 billion DKK to Denmark’s GDP, and it is growing strongly every year

    Internationals’ labour contributes 361 billion DKK to Denmark’s GDP, and it is growing strongly every year

    According to a report by the Danish Chamber of Commerce, internationals’ contribution is 12% of the country’s GDP. In 2023, it was 322 billion DKK, and in 2008, it was 136 billion DKK. “Internationals make a gigantic difference in our prosperity and welfare,” comments Morten Langager, the Director of Dansk Erhverv.

  • Inside Denmark’s innovation engine

    Inside Denmark’s innovation engine

    With half of its staff being international, the BioInnovation Institute reflects Denmark’s broader transformation into a global innovation hub. But can the country—and Europe—keep up the pace? “If reforms are made now, we can close the gap in ten years,” explains BII’s CEO

  • Denmark launches massive investment in the navy

    Denmark launches massive investment in the navy

    Two months ago, the Danish PM announced that military equipment should be purchased in a hurry. The first plans for the sea are now ready. Additional plans for warships will follow this summer.

  • International designers struggle to find jobs in Denmark

    International designers struggle to find jobs in Denmark

    Many internationals come to Denmark to work as designers, but the field appears to be one of the hardest to break into. The Copenhagen Post spoke with two internationals struggling to find their way into the industry.

Connect Club is your gateway to a vibrant programme of events and an international community in Denmark.