Ecommerce in Sweden to be worth €16.86 billion in 2019

Ecommerce in Sweden to be worth €16.86 billion in 2019

Ecommerce in Sweden is expected to be worth 16.86 billion euros at the end of this year. The Swedish business-to-consumer ecommerce turnover was worth 14.95 billion euros last year and it’s predicted this will increase by 12.8 percent.

This is shown in a recent report released by the Ecommerce Foundation. It also reveals that the share of the country’s total gross domestic product that’s made up by ecommerce continues to increase every year. Last year, it was 3.24 percent and for this year, it’s expected that ecommerce will account for 3.55 percent of Sweden GDP.

Ecommerce in Sweden (2015-2019)
Ecommerce in Sweden (2015-2019)

84% of online Swedes shops online

Over 84 percent of the online population in Sweden is forecasted to shop online this year. For comparison: in 2015, 78 percent of internet users bought products and services online. Swedes who shop online spend on average 2,124 euros this year. This amount was a bit lower (1,784 euros) four years ago.

Most popular product categories in Sweden

Like in many countries across Europe, clothing and footwear make up the most popular product category (39 percent) in Sweden. It’s followed by beauty and health care products (32 percent), books and media (27 percent) and home electronics (23 percent).

Most popular delivery methods in Sweden

When ordering online, Swedish consumers have multiple options to choose from when it comes to delivery. With 39 percent, picking up the products at a selected pickup location is the most preferred delivery method. Home delivery in the evening (11 percent) is another popular method, followed by parcel machine and home delivery during the day (both 3 percent).

Swedes like to shop online in Germany

Sweden is a very popular shopping destination for neighboring countries, such as Norway and Finland, but consumers in Sweden also like to shop abroad sometimes. By share of purchases originating from Sweden, Germany is the most popular cross-border country (28 percent), followed by the United Kingdom (26 percent), China (23 percent) and the United States of America (14 percent).

Most popular payment methods in Sweden

Last year, cards were the most popular payment method in Sweden (53 percent), 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.

Popular payment methods in Sweden.
Popular payment methods in Sweden.

Popular online shops in Sweden

According to the Ecommerce Foundation, the most popular online shops in Swedes are, Cdon, Zalando, Adlibris, H&M, Webhallen, Wish, eBay, Bokus and amazon.


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