Fashion market in Sweden

The Swedish Fashion eCommerce market is predicted to reach US$2,622.2 million by 2024 and accounts for 16.7% 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 2024-2028) will be 0.9%, resulting in a projected market volume of US$2,714.4 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Sweden

The Swedish Fashion eCommerce market is predicted to reach US$2,622.2 million by 2024 and accounts for 16.7% 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 2024-2028) will be 0.9%, resulting in a projected market volume of US$2,714.4 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Sweden

in million US$

eCommerce revenue growth in the Fashion market in Sweden

in %

Net eCommerce revenue split by sub-category

in %
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 %) 11.8 30.9 58.4 32.2 78.6 18.1 9.9 37.3

Online share

eCommerce online share of the total Fashion market 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 Fashion retail market, the online share is 29.8% and will increase by an average of 0.3% to 30.2% by 2028.

eCommerce online share of the total Fashion market in Sweden

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 11.3% 9.4% 52.1% 54.3% 38.7% 21.1% 26.8% 11.3%

Top stores

Top five Fashion online stores in Sweden by net sales 2023

With sales in the Swedish Fashion market, hm.com generated a revenue of US$311.7 million in 2023, 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 2023. 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.

eCommerce net sales generated in the Fashion market in Sweden in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Swedish Fashion market

With 96.3% VISA the most commonly offered payment method of all online stores in the Swedish Fashion eCommerce market in 2023. Like VISA Mastercard with a share of 96.3% and American Express with a share of 49.5% the payment type Cards is the most common used by online retailers in in the Swedish Fashion eCommerce market in 2023. Other commonly used payment methods in that market are PayPal (E-wallets) with 47.7% and Klarna (Invoice) with 47.7% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Swedish Fashion market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Swedish Fashion market

Despite PostNord's dominant position with 80.0% of online stores opting for its services, the Swedish Fashion 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 Fashion market

in %

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)