e-Commerce Market Analytics

The eCommerce market in Sweden

Sweden is the 19th largest market for eCommerce with a revenue of US$15.5 billion in 2021, placing it ahead of Poland and behind Turkey.

With an increase of 20%, the Swedish eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Sweden, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 7% between 2021 and 2025, Sweden is even expected to outperform the global average of 6%.

The eCommerce market in Sweden

Top online stores

The biggest player in the Swedish eCommerce market is netonnet.se. The store had a revenue of US$746 million in 2021. netonnet.se is followed by elgiganten.se and apotekhjartat.se as the second- and third largest stores with US$525 million and US$486 million, respectively. Altogether, the top three stores account for 10% of online 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.

One of the fastest-growing stores in the Swedish market is magasin.se. The store achieved online net sales of about US$9.7 million in 2021. Its revenue growth amounted to 230% in the previous year.

More information on the top 100 online stores in Sweden can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Sweden by eCommerce net sales 2021 in million US$

# Store
1. netonnet.se
2. apotea.se
3. amazon.se
4. hm.com
5. elgiganten.se

The eCommerce market in Sweden

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Sweden is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 7%. Compared to the year-over-year growth of 20% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 73% in Sweden; in other words, 73% of the Swedish population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Sweden and accounts for 31% of the eCommerce revenue in Sweden. It is followed by Electronics & Media with 23%, Toys, Hobby & DIY with 18%, Furniture & Appliances with 15%, and Food & Personal Care with the remaining 12%.

The eCommerce market in Sweden

Top shipping service providers

In Sweden, PostNord is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 81% cited PostNord as one of their providers. Moreover, Budbee Home Delivery and DHL are among the top three shipping service companies offered by online retailers in Sweden, at rates of 22% and 20%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Sweden than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Sweden

# Shipping service provider
1. PostNord
2. Budbee Home Delivery
3. DHL