Ecommerce in Sweden

Maybe you wouldn’t say so, but Sweden is the third-largest country in the European Union by area. The country joined the European Union in 1995, but it has never used the euro. The Swedish people rejected the introduction of this coin in a 2003 referendum. Sweden has the eight-highest per capita income in the world and the country always ranks well on several lists about happiness, human development and democracy. Ecommerce in Sweden is widespread, thanks to a mail order tradition and strong retail brands

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COUNTRY	SWEDEN
Population	9.6 million people
– % internet users	94%
Online sales	€8.24 billion in 2019
Online stores worth mentioning:	IKEA, H&M, Nelly

Content:

• Ecommerce events in Sweden
• Ecommerce customers in Sweden
• The ecommerce market in Sweden
• Big online stores in Sweden
• Latest ecommerce news from or about Sweden

Ecommerce events in Sweden

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. But you can also check out only the ecommerce events in Sweden.

Ecommerce customers in Sweden

In 2015, 78 percent of internet users in Sweden shopped online. A newer study shows that it’s expected that over 84 percent of online Swedes will shop online in 2019. Although ecommerce is widely distributed troughout the country, the most active ecommerce customers can be found in inland municipalities in the north of Sweden.

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PAYMENT METHODS – In Sweden, payment by invoice is the most preferred online payment method. A siginficant 33 percent of consumers like to pay this way. And 22 percent of Swedish shoppers use credit card, while 20 percent choose the local payment method Swish, which is app-based. It’s especially popular among Swedish seniors who shop online. Younger people are in general more fond of the app-based Swish mode of payment.

The ecommerce market in Sweden

Swedish consumers spent about 14.95 billion euros on products purchased online in 2018. For 2019, an increase of almost 13 percent is forecasted, which would mean Swedish ecommerce will be worth 16.86 billion euros that year. Another study showed that the online retail industry in Sweden was worth 8.24 billion euros in 2019.

PRODUCT CATEGORIES – The most popular product categories in Swedish ecommerce are clothing and footwear (39 percent), followed by beauty and health care products (32 percent), books and media (27 percent) and home electronics (23 percent). Home furniture is also very popular, we’re wondering if IKEA has something to do with that?

Online retail in Sweden accounted for 8.7% of total retail sales in 2017.

Big online stores in Sweden

Some of the most popular and biggest online stores in Sweden are Halens.se, Nelly.com, Adlibris.com, Bokia.se, Cdon.com and NetOnNet.se. In June 2016, CupoNation published a list of the most visited online stores in Sweden.

Read all our articles about ecommerce in Sweden.

Last update: May 2021