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.

Most purchased product categories online in Sweden in 2018

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Release date

February 2019



Survey time period


Number of respondents

1,000 respondents

Age group

18-79 years old

Special properties

online shoppers

Method of interview

Online panel

Supplementary notes

* The source also conducted a themed survey each quarter (the most recent themed survey in January had approximately 2,000 respondents) and an additional themed survey with roughly 3,000 respondents. The statistic figures are based on monthly averages from the whole of 2017.

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Statistics on "E-commerce in the Nordics"

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