In the Nordic region, Sweden has the biggest e-commerce market. From 2007 to 2021, the share of retail sales done online had been steadily growing, and it skyrocketed when the COVID-19 pandemic first occurred. With the end of the emergency, the demand for online shopping took a hit, as customers returned to high-street shopping. As a result, e-commerce saw an unprecedented drop in 2022. According to recent estimates, Swedish e-commerce revenue amounted to around 136 billion Swedish kronor in 2022, which corresponds to over 12 billion euros. The figure fell by 10 billion Swedish kronor, or roughly 899,000 euros, compared to 2021. Despite the post-pandemic decline, the e-commerce market is still thriving—probably just reverting to its natural growth trajectory.
Who buys online?
In Sweden, approximately eight million people shop online, a significant number considering that the country only has ten million inhabitants. This is reflective of the fact that Swedes rely on digital commerce as a way of meeting their shopping needs. Consumers shop online because it is available around the clock, offers cheaper prices, and is more convenient than in-person shopping.
The data on e-commerce demographics show that geography, age, and income influence the degree of internet shopping. In 2022, younger generations purchased via the internet more than older ones used to. Women aged between 25 and 34 years purchased online the most, while older men between 35 and 44 did the same. All eight national regions were very familiar with e-commerce shopping. However, West Sweden is home to the largest share of online shoppers. When looking at income levels, it is apparent that the higher the disposable income, the higher the spending capacity. Over 80 percent of shoppers with the highest income bought items online, compared to just 55 percent of those with the lowest income.
What do they buy?
Swedes love online fashion. Among shoppers, over 60 percent bought clothes and 46 percent bought shoes online. Other popular e-commerce items included drugstore and health products (39 percent), cosmetics and body care (36 percent), and bags and accessories (29 percent).
Fashion was also the most purchased second-hand category online, and an increasing number of shoppers turned to consumer-to-consumer (C2C) sites and apps. Second-hand sites Blocket.se and tradera.com topped the list of the most visited e-commerce and shopping websites, they also accounted for 18 percent and 10 percent, respectively, of total desktop traffic. As of February 2023, Vinted, an online marketplace for vintage fashion lovers, was the most downloaded fashion and beauty app in the country.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.