Swedish ecommerce grew 8% in Q2

Online sales in Sweden in the second quarter have increased 8 percent compared to the same period last year. All online sectors showed growth. It remains to be seen if this trend will continue the rest of the year.

This is according to PostNord’s latest E-barometern report. It focuses on the ecommerce market in Sweden, during the second quarter of this year. A total of 83 online businesses were surveyed, as well as 1,300 consumers.

Growth across all sectors

When looking at the separate online sectors, it becomes apparent that the online sales of the pharmacy sector increased the most in Q2 (compared to the same period in 2025). The sector grew 13 percent. It is followed by groceries and home electronics, both with a growth of 10 percent.

Furniture & home furnishings slowed down, from 20% growth in Q2 2025 to 4% in Q2 this year

Furniture and home furnishing increased 4 percent, which indicates that this sector’s growth has slowed down. In the second quarter of 2025, it increased 20 percent. Books and media showed the weakest growth this year, with 2 percent.

Customer reviews still most crucial

The report also looked into Swedish consumer behavior. Social media and AI have become new channels where consumers get inspiration and discover products. While the online store’s website still dominates (with 54 percent), it seems that AI services will increase their share in the upcoming quarters.

50% of consumers said that customer reviews offer the most crucial support for choosing a product

And 50 percent of consumers said that customer reviews have the most crucial support for choosing the right product. They look for these reviews in the online store, as well as search engines.

Websites used during physical store visits

Apps and websites are also used by consumers when they shop in physical stores, says the report. Up to seven in ten consumers have used the store’s website or app during a store visit. Four in ten did this to check stock status of an item. Other do this to compare prices.