Top 10 online stores in Sweden

Swedish online shoppers are known for their preference in buying local. This is also evident in the top 10 list. Most of the biggest online sellers in Sweden are local players. Some of them only cater to the Swedish market, while others have a presence cross-border.

List of the biggest online stores in Sweden

Interestingly, Amazon is not in the top 10 of ecommerce companies in Sweden. In 2023, the company had a revenue of 124.8 million euros in the country. Based on their online revenue in Sweden in 2022, these are the biggest online stores in the country, according to Statista.

1. Apotea 480.5 million euros
2. H&M 371.8 million euros
3. Elgiganten 339.7 million euros
4. Apple 329.5 million euros
5. Zalando 315.3 million euros
6. Ikea 307 million euros
7. Net on Net 269.9 million euros
8. Apoteket 248 million euros
9. Shein 238.4 million euros
10. Mathem 214.7 million euros

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More information about the stores

There are only four stores in the list that are not from Sweden itself: Apple (USA), Shein (Singapore), Elgiganten (Denmark) and Zalando (Germany). In most other European ecommerce markets, the majority of the biggest online stores are from abroad.

Below, you can find more information about some of the local online sellers:


Online only pharmacy Apotea was founded in 2012. It is the largest online pharmacy in the country, with over 24,000 over-the-counter items and more than 16,000 prescription drugs for humans and animals. According to the company, it delivers more than 50,000 orders a day.

H&M logoH&M

H&M is an omnichannel seller, with brick-and-mortar stores all over the world. The company was founded in 1947 is well-known for its low prices. It sells fashion items, as well as furniture, decorations and beauty products.


This omnichannel furniture retailer was founded in Sweden in 1943. Since then, it has grown its presence all over the world. While its physical stores are the main driver of the company’s growth, its online share is also growing.

Other companies in the top 10

The top 10 is mostly made up of omnichannel players. Only Apotea and Mathem are pure online sellers. Mathem is an online supermarket, where customers can order their groceries and have them delivered at home.

As for the other sellers in the list, Net on Net is an omnichannel retailer that sells consumer electronics. And Apoteket is a Swedish chain of apothecary stores. Elgiganten also sells consumer electronics, and has its headquarters in Denmark. However, this store also has a large online market share in Sweden.

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

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