eCommerce market in Sweden

Market development

eCommerce revenue development in Sweden

Sweden is the 26th largest market for eCommerce with a predicted revenue of US$15,677.8 million by 2024, placing it ahead of Vietnam. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.5%, resulting in a projected market volume of US$18,683.8 million by 2028. With an expected increase of 5.7% in 2024, the Swedish eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. 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 23.1% of the Swedish eCommerce revenue. It is followed by Care Products with 16.9%, Fashion with 16.7%, Grocery with 16.4%, DIY with 10.7%, Hobby & Leisure with 8.1%, and Furniture & Homeware with the remaining 8.1%.

eCommerce revenue development in Sweden

in million US$

eCommerce revenue growth in Sweden

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)10.48.242.236.867.816.758.274.8

Online share

eCommerce online share in Sweden

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 15.9% and will increase by an average of 7.2% to 21.0% by 2028.

eCommerce online share in Sweden

in %
20202021202220232024202520262027
Online share (in %)66.1%48.9%76.3%91.8%32.8%79.2%2.5%73.2%

Top stores

Top five online stores in Sweden by net sales 2023

The biggest player in the Swedish eCommerce market is amazon.se. The store had a revenue of US$1,331.6 million in 2023. 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.

eCommerce net sales generated in Sweden in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Swedish eCommerce market

With 96.0% Mastercard the most commonly offered payment method of all online stores in the Swedish eCommerce market in 2023. Like Mastercard VISA with a share of 95.7% and American Express with a share of 41.5% the payment type Cards is the most common used by online retailers in in the Swedish eCommerce market in 2023. Other commonly used payment methods in that market are Klarna (Invoice) with 46.3% and Klarna (Installment) with 37.2% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Swedish eCommerce market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the Swedish eCommerce market

Despite PostNord's dominant position with 74.9% of online stores opting for its services, the Swedish eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DHL, Budbee Home Delivery, DB Schenker, and Instabox, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Swedish eCommerce market

in %

See all stores offering