Ranking of companies leading digitally in e-commerce in Sweden 2018-2019

Electrolux was forecast to be the leading company within e-commerce in Sweden in 2020. While it only had a digital maturity grade of 3.5 in 2018, the rate would increase to nearly 4.5 as of 2020. The companies which followed Electrolux digitally in 2020 were Apoteket, Scania and Kronans Apotek, all with grades higher than 4. The share of enterprises that offer B2C e-commerce sales via websites in Sweden increased between 2013 and 2018. In 2013 there were 12 percent of enterprises used a website for B2C e-commerce, while in 2018 this percentage increased to 2018.

What marketing tools do Swedish companies use? 

  The leading marketing tool used by e-commerce companies in Sweden in 2018 was Facebook, which was utilized by 78 percent of the enterprises. Second and third in the ranking were ads on social media and newsletters via e-mails, used by 72 and 65 percent of the companies, respectively. Outdoor advertising was only used by 13 percent. On the other hand, click-and-collect was the most used e-commerce support feature among major Swedish companies in 2018, used by 67 percent of them that year. This would say purchasing a product from a webshop and then collecting it from a physical store.  

The Nordics and E-commerce 

   Compared to the other Nordic countries, Sweden had the highest share of consumers who purchased goods online in 2018. To be precise, it had 68 percent of consumers and was followed by Norway with 66 percent. Denmark and Finland had 62 percent and 48 percent of the respondents who purchased online, respectively.

Top digitally leading companies within e-commerce in Sweden in 2018 and 2019

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Release date

October 2019



Survey time period

2018 to 2020

Number of respondents

86 companies

Supplementary notes

The source provides the following information about the grading scale:

0 Failed
1 Poor
2 Sufficient
3 Good
4 Very good
5 Outstanding

Figures have been taken from several publications.

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Statistics on "E-commerce in Sweden"

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