Ranking of companies leading digitally in e-commerce in Sweden 2021

In 2021, H&M was forecast to be the leading company within e-commerce in Sweden. That year, the clothing company had a digital maturity grade of 3.73, which was roughly the same score the company had in 2020. The companies which followed H&M in 2021 were Skandiabanken, If, and NetOnNet. The share of Swedish enterprises that used a website for B2C e-commerce sales increased considerably since 2013.

What do Swedes buy online?

When comparing the second quarter of 2019 to that of 2020, many of the same products were commonly purchased online by Swedish consumers. Clothing and footwear, for instance, had been purchased by approximately 40 percent of online shoppers in both years. Beauty and healthcare products, however, had experienced an online buying increase of about ten percent in Sweden.  

The Nordics and E-commerce

Compared to the other Nordic countries, Sweden had the highest share of consumers that purchased goods online in 2019. To be precise, about seven in ten Swedish consumers bought online that year. This was followed by Norway with just under 70 percent.