Most purchased products online in Sweden 2018

Swedish e-shoppers cared about fashion and beauty in 2018. The most frequently purchased products online by Swedish consumers, were clothing and footwear items, with 39 percent of respondents’ vote. Beauty and healthcare products followed, with 32 percent of respondents’ vote.   

Where do Swedish e-shoppers purchase from?

     Apotea was the most frequently used web-shop for physical goods in Sweden in 2018. Over 3,000 Swedish people were asked which web-shop they used and ten percent of them answered Apotea in 2018. Six percent of respondents did their purchase on and five percent did it on Zalando. Well-known international web shops, such as Wish, eBay and Amazon were used by three percent, three percent and two percent of people, respectively.

 Online shopping in Sweden 

     E-commerce is gaining popularity among Swedish consumers.   The e-commerce turnoverin Sweden peaked in 2018, amounting to 77 billion Swedish kronor and was expected to increase up to 88 billion kronor in 2019. The store having the right product selection was the most common reason to repeat purchases online in Sweden in the first quarter of 2018, according to over 70 percent of the interviewed.  Regarding preferred payment methods, debit or credit card led the ranking list, with 33 percent of respondents’ vote.
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Most purchased product categories online in Sweden in 2018
Share of respondents
Clothing & footwear39%
Beauty & healthcare products32%
Books & media27%
Home electronics23%
Sports & recreation12%
Furniture & home decor12%
Children toys & articles7%
Car, boat & motorbike accessories5%
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