eCommerce market in Sweden

Sweden is the 27th largest market for eCommerce with a predicted revenue of US$13,968.1 million by 2025, placing it ahead of Austria. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 4.0%, resulting in a projected market volume of US$16,338.9 million by 2029. With an expected increase of 5.4% in 2025, the Swedish eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in Sweden, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Swedish eCommerce market. Electronics is the largest market and accounts for 23.0% of the Swedish eCommerce revenue. It is followed by Fashion with 20.3%, Care Products with 19.0%, Grocery with 10.9%, DIY with 10.5%, Hobby & Leisure with 8.7%, and Furniture & Homeware with the remaining 7.6%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Swedish retail market, the online share is 17.2% and will increase by an average of 5.9% to 21.7% by 2029.

The biggest player in the Swedish eCommerce market is apotea.se. The store had a revenue of US$544.5 million in 2024. Store rankings include every store that generates revenue in Sweden. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Sweden was considered.

With 81.5% VISA the most commonly offered payment method of all online stores in the Swedish eCommerce market in 2024. Like VISA Mastercard with a share of 81.5% and American Express with a share of 31.3% the payment type Cards is the most common used by online retailers in in the Swedish eCommerce market in 2024. Other commonly used payment methods in that market are Klarna Checkout (E-wallets) with 42.6% and PayPal (E-wallets) with 24.1% of stores offering that payment method to the clients.

Despite PostNord's dominant position with 66.8% of online stores opting for its services, the Swedish eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including DHL, Budbee Home Delivery, DB Schenker, and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

In the Swedish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2024. None of the major shop software solution, including Magento, WooCommerce, and Salesforce Commerce Cloud, have been able to secure a market share exceeding 7.7%, suggesting a diversified market with numerous players holding smaller stakes.