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Most purchased products online in Sweden 2020

Swedish e-shoppers seemed to care about beauty and healthcare products in the first two quarters of 2020, after the coronavirus (COVID-19) outbreak. The most frequently purchased products online by Swedish consumers were these products, with 43 percent of respondents’ vote in Q2 2020, compared to 33 percent in the corresponding quarter one year earlier. Clothing and footwear products followed, with 42 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 2019. Over 3,000 Swedish people were asked which web-shop they used and 15 percent of them answered Apotea in 2019. Six percent of respondents did their purchase on Zalando. Well-known international web shops, such as Wish, eBay and Amazon were used by two percent of people, each.

 Online shopping in Sweden 

     E-commerce is gaining popularity among Swedish consumers.   The e-commerce turnoverin Sweden peaked in 2019, amounting to 87 billion Swedish kronor and was expected to increase up to nearly 116 billion kronor in 2020. 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 Q2 2019 and Q2 2020

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Release date

September 2020



Survey time period

2019 to 2020

Number of respondents

1,000 respondents

Age group

18-79 years old

Special properties

Have purchased online in the past 30 days

Method of interview

Online panel

Supplementary notes

This question was phrased by the source as follows: "Vilka typer av fysiska varor har du e-handlat under de senaste 30 dagarna?"

* 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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