Ecommerce News

Ecommerce in Sweden

The ecommerce market in Sweden is often called the most developed one in the Nordics. Swedish online shoppers like to buy online, with as much as 88 percent doing that on a monthly basis. It is expected that the market will continue growing.

Content:

Statistics

  • Population: 10.5 million people
  • Internet users (of population): 95%
  • Online sales: 12 billion euros (2022)
  • Online stores worth mentioning: IKEA, H&M, Apotea.se
Sweden

Online shoppers in Sweden

In Sweden, about 8 million people shop online. That’s a significant number when you consider that the country has less theThere are more than seven million online shoppers in Sweden. It is expected that by 2029, there will be more than nine million shoppers. With a population of 10,5 million people, that is a large share of online shoppers.

61 percent of Swedish consumers shop online weekly

online shopping frequency sweden

FREQUENCY – According to research from PostNord in 2025, online shopping has become a habit for most Swedes. At least 88 percent of consumers in Sweden said that they had shopped online in the last 30 days. Compared to other Nordic countries, online shopping is most established in Sweden. It has the highest share of online shoppers.

This is the same share of online shoppers as a year earlier. Most of them shop online weekly (61 percent). Some 27 percent shopped online weekly, while 10 percent shopped quarterly. And only 1 percent said that they do that even less often.

PRODUCT CATEGORIES – Consumers most frequently buy clothing and footwear online (31 percent). In second place are beauty and health products (21 percent). And then in third place are groceries (13 percent). It is the only country in the Nordics where groceries rank in the top three.

cross-border ecommerce sweden

CROSS-BORDER – Compared to other Nordic countries, Swedes shop abroad less frequently. According to research from PostNord, that was published in spring 2025, 64 percent of Swedish consumers shopped cross-border in the 12 months leading up to the survey. In the other Nordic countries, the share is over 76 percent.

According to the same research, the lower cross-border activity is caused by a mature ecommerce market in Sweden itself. This reduces the need for purchases from other markets.

Do you want to sell cross-border in Europe? It ain't easy but with the right ecommerce software, online marketing channels and European fulfillment companies market leadership is surely possible.

PREFFERED DELIVERY METHODS – When looking at ecommerce deliveries, it becomes apparent that Swedish consumers strongly prefer home deliveries. There is also a growing willingness to pay for their preferred delivery method. In 2025, the willingness to pay for home deliveries was 50 percent. A year earlier, that was still 45 percent.

Offering multiple delivery options is very important for consumers in Sweden. At least eight out of ten consider this a key factor while they are selecting an online retailer.

Swedes value a clear return policy, 68% of them said that this is important when deciding where to shop

RETURNS – When returning items, Swedes prefer and most often use service points. According to research in 2025, at least 29 percent of Swedish consumers had returned a product in the three months leading up to the survey. Consumers in the country also value a clear return policy, with 68 percent of them saying that this is important to them when deciding where to shop.

PAYMENT METHODS – Surprisingly, Swedes prefer invoice payments over credit cards or app-based mobile payment services. However, the research categorizes Klarna as an invoice payment. Because of the high adoption rate of Klarna, invoices are this widely used.

The Swedish ecommerce market

Sweden has the biggest ecommerce market from Scandinavia. The share of retail sales done online had been steadily growing forThe ecommerce market in Sweden is the largest one in Scandinavia. According to Statista, the market is estimated to generate a turnover of almost 15 billion euros in 2025.

There are a lot of local players that dominate the market, though most of them are omnichannel. Think of Ikea or H&M, for example. There are also a lot of service providers from this country. Klarna is perhaps the most famous one, which is a payments provider. Budbee is a Swedish logistics company, which is known for its parcel boxes. These service providers also play a large role in supporting online sellers in the rest of Europe.

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

Big online stores in Sweden

In 2024, Sweden’s biggest online store was Apotea.se. This is an online drugstore, which generates a revenue of more than 472 million euros per year. It is followed by Shein. And in third place is Ica.se, an online grocery store.

Ecommerce events

Every year there are several ecommerce events being organized in Sweden. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.

Read all our articles about ecommerce in Sweden.

Pleuni

Pleuni

Pleuni writes all types of news and background articles for Ecommerce News, where she has been working since 2019.

All articles by Pleuni