eCommerce market in Sweden

Sweden is the 22nd largest market for eCommerce with a predicted revenue of US$16,392.1 million by 2023, placing it ahead of Switzerland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 9.4%, resulting in a projected market volume of US$23,476.6 million by 2027. With an expected increase of 16.4% in 2023, the Swedish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Sweden, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Swedish eCommerce market. Fashion is the largest market and accounts for 25.3% of the Swedish eCommerce revenue. It is followed by Food & Personal Care with 21.5%, Electronics & Media with 19.9%, Furniture & Appliances with 18.5%, and Toys, Hobby & DIY with the remaining 14.8%.

Market development

eCommerce revenue development in Sweden

Sweden is the 22nd largest market for eCommerce with a predicted revenue of US$16,392.1 million by 2023, placing it ahead of Switzerland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 9.4%, resulting in a projected market volume of US$23,476.6 million by 2027. With an expected increase of 16.4% in 2023, the Swedish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Sweden, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Swedish eCommerce market. Fashion is the largest market and accounts for 25.3% of the Swedish eCommerce revenue. It is followed by Food & Personal Care with 21.5%, Electronics & Media with 19.9%, Furniture & Appliances with 18.5%, and Toys, Hobby & DIY with the remaining 14.8%.

eCommerce revenue development in Sweden

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 65.6 69.2 24.1 54.6 90.2 5.9 76.7 32.0
AOV (in US$) 94.3 25.9 86.5 48.3 97.8 6.0 3.0 74.4
CVR (in %) 65.6 69.2 24.1 54.6 90.2 5.9 76.7 32.0
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five online stores in Sweden by net sales 2021

The biggest player in the Swedish eCommerce market is apotea.se. The store had a revenue of US$584.3 million in 2021. apotea.se is followed by amazon.se and hm.com as the second- and third-largest stores with US$427.8 million and US$417.0 million, respectively. Altogether, the top three stores account for 14.8% of the top 100 online stores' revenue in Sweden. 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 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6