Fashion market in Sweden

The Swedish Fashion eCommerce market is predicted to reach US$2,837.7 million by 2025 and accounts for 20.3% of the total eCommerce market in Sweden. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 3.7%, resulting in a projected market volume of US$3,278.0 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

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 Fashion retail market, the online share is 30.4% and will decrease by an average of 0.1% to 30.3% by 2029.

With sales in the Swedish Fashion market, shein.se generated a revenue of US$323.1 million in 2024, which means it is the leading online store in this market. The Fashion ranking of Sweden is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

With 83.8% Mastercard the most commonly offered payment method of all online stores in the Swedish Fashion eCommerce market in 2024. Like Mastercard VISA with a share of 83.2% and American Express with a share of 42.2% the payment type Cards is the most common used by online retailers in in the Swedish Fashion eCommerce market in 2024. Other commonly used payment methods in that market are Klarna Checkout (E-wallets) with 52.0% and PayPal (E-wallets) with 37.0% of stores offering that payment method to the clients.

Despite PostNord's dominant position with 74.2% of online stores opting for its services, the Swedish Fashion eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including Budbee Home Delivery, DHL, UPS (United Parcel Service), and DB Schenker, hold smaller but significant shares, contributing to a dynamic and fragmented market.

In the Swedish Fashion 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 Salesforce Commerce Cloud, Shopify, and Magento, have been able to secure a market share exceeding 9.9%, suggesting a diversified market with numerous players holding smaller stakes.