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Denmark's digital marketplace sector is thriving, propelled by the country's robust e-commerce environment. With domestic online retailers achieving significant sales, businesses are rapidly expanding their presence in digital marketplaces to meet the growing demand for online shopping. This surge in e-commerce activity fosters competition and innovation, further driving market growth. However, cybersecurity concerns, such as data breaches and fraud, continue to undermine consumer confidence, potentially limiting online marketplace usage. The integration of augmented reality (AR) and virtual reality (VR) offers a promising avenue for enhancing user engagement, providing consumers with immersive and interactive shopping experiences that could stimulate further growth in the sector.