eCommerce market in Sweden

Sweden is the 28th largest market for eCommerce with a predicted revenue of US$13,540.4 million by 2024, placing it ahead of Austria. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.5%, resulting in a projected market volume of US$16,136.6 million by 2028. With an expected increase of 5.7% in 2024, the Swedish eCommerce market contributed to the worldwide growth rate of 10.1% 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 22.1% of the Swedish eCommerce revenue. It is followed by Fashion with 19.0%, Care Products with 17.3%, Grocery with 15.7%, DIY with 10.3%, Hobby & Leisure with 7.9%, and Furniture & Homeware with the remaining 7.7%.

Monthly revenues

Monthly revenues in the Swedish eCommerce market

The monthly eCommerce revenue of the Swedish eCommerce market was US$1,306 million in November 2024. This refers to a growth of 14.0% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 9.6% of the total 2024 revenue of the Swedish eCommerce market and the lowest in September 2024 with 7.4% of the total 2024 revenue.

Revenue Last Month

US$1,305.8m

The eCommerce revenue grew by 14.0% from October 2024 to November 2024.

11-2024+14.0%

Monthly revenue shares in the last 12 months

in %
0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)32.149.780.017.580.330.489.367.717.437.886.423.5

Market development

eCommerce revenue development in Sweden

Sweden is the 28th largest market for eCommerce with a predicted revenue of US$13,540.4 million by 2024, placing it ahead of Austria. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.5%, resulting in a projected market volume of US$16,136.6 million by 2028. With an expected increase of 5.7% in 2024, the Swedish eCommerce market contributed to the worldwide growth rate of 10.1% 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 22.1% of the Swedish eCommerce revenue. It is followed by Fashion with 19.0%, Care Products with 17.3%, Grocery with 15.7%, DIY with 10.3%, Hobby & Leisure with 7.9%, and Furniture & Homeware with the remaining 7.7%.

eCommerce revenue development in Sweden

in million US$

eCommerce revenue growth in Sweden

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)88.136.69.565.912.882.281.336.9

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 %)9.1%12.9%84.2%90.1%27.1%25.9%52.2%8.8%

Top stores

Top five online stores in Sweden by net sales 2023

The biggest player in the Swedish eCommerce market is apotea.se. The store had a revenue of US$513.7 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 95.9% 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 95.6% and American Express with a share of 42.5% 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 47.2% and Klarna (Installment) with 38.1% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Swedish eCommerce market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Swedish eCommerce market

Despite PostNord's dominant position with 66.8% 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 UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Swedish eCommerce market

in %

Shop Software Solutions

Top 5 used shop software solutions in the Swedish eCommerce market

In the Swedish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2023. 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.

Top 5 used shop software solutions in the Swedish eCommerce market

in %