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Ecommerce in Sweden

Information about ecommerce in SwedenMaybe 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.

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

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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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With 53 percent, cards were the most popular payment method in Sweden in 2018. This method is followed by bank transfer (22 percent), e-invoice (15 percent), e-wallet (9 percent) and cash on delivery (1 percent). The Ecommerce Foundation predicts the importance of cards will decrease, while e-invoice, e-wallets and bank transfer will increase in popularity.

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 ecommerce in Sweden 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.

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?

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

The development of ecommerce in Sweden.
The development of ecommerce in Sweden.

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.

Latest news about Sweden

H&M’s Afound now also sells beauty products

Afound, the outlet concept of H&M, now also offers a range of beauty products. The online platform already sells clothing, shoes, and interior accessories, but now customers can also shop for things like cosmetics, perfumes, and shampoos.

Payer lets B2B ecommerce companies verify new customers easily

Payer, a fintech company from Sweden, has launched a new product that should change customer registration in B2B ecommerce. The new product, yet to be named, lets ecommerce merchants verify new customers, so they can easily make their purchases.

Amazon.se launches in Sweden

Amazon.se has officially launched. Starting today, customers in Sweden can start buying items from the local Amazon website. Amazon Sweden currently offers over 150 million products across more than 30 categories.

Klarna raises 547 million euros

Klarna has raised an amount of 650 million dollars, which corresponds to roughly 547 million euros. With this fresh funding, the Swedish payments company is now valued at around 8.9 billion euros. This makes Klarna the largest fintech unicorn in Europe.

Swedish startup Brink raises €844,000

Swedish startup Brink has raised 1 million dollars (844,000 euros) to further develop its ecommerce platform. The money was raised in a first investment round, ahead of the company’s launch. Over the past two years, Brink has operated in stealth mode building a headless ecommerce platform with open APIs.

Read all our articles about ecommerce in Sweden.

Last update: February 2020