Hobby & Leisure market in Sweden

The Swedish Hobby & Leisure eCommerce market is predicted to reach US$1,276.4 million by 2024 and accounts for 8.1% 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 0.5%, resulting in a projected market volume of US$1,303.5 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Toys, Stationery, Crafts & Art Supplies, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Hobby & Leisure market in Sweden

The Swedish Hobby & Leisure eCommerce market is predicted to reach US$1,276.4 million by 2024 and accounts for 8.1% 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 0.5%, resulting in a projected market volume of US$1,303.5 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Toys, Stationery, Crafts & Art Supplies, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

eCommerce revenue development in the Hobby & Leisure market in Sweden

in million US$

eCommerce revenue growth in the Hobby & Leisure 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 %) 6.4 38.6 84.7 8.2 29.2 66.6 40.3 30.0

Online share

eCommerce online share of the total Hobby & Leisure 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 Hobby & Leisure retail market, the online share is 16.3% and will increase by an average of 1.3% to 17.1% by 2028.

eCommerce online share of the total Hobby & Leisure market in Sweden

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 36.2% 53.9% 16.6% 24.7% 24.7% 53.4% 69.9% 58.6%

Top stores

Top five Hobby & Leisure online stores in Sweden by net sales 2023

With sales in the Swedish Hobby & Leisure market, adlibris.com generated a revenue of US$95.9 million in 2023, which means it is the leading online store in this market. The Hobby & Leisure 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 Hobby & Leisure 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 Hobby & Leisure market

With 96.6% VISA the most commonly offered payment method of all online stores in the Swedish Hobby & Leisure eCommerce market in 2023. Like VISA Mastercard with a share of 96.6% and American Express with a share of 34.5% the payment type Cards is the most common used by online retailers in in the Swedish Hobby & Leisure eCommerce market in 2023. Other commonly used payment methods in that market are Klarna (Invoice) with 48.3% and Klarna (Installment) with 39.7% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Swedish Hobby & Leisure market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Swedish Hobby & Leisure market

Despite PostNord's dominant position with 79.2% of online stores opting for its services, the Swedish Hobby & Leisure eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DHL, DB Schenker, Budbee Home Delivery, and Airmee, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Swedish Hobby & Leisure market

in %

Market definition

Definition of the Hobby & Leisure market

Market definition: Hobby & Leisure The category Hobby & Leisure includes the digital B2C sale of various products, such as media, pet supplies, sports equipment, and more. Not part of the category are DIY building materials, consumer electronics (e.g. game consoles, gaming laptops, gaming PCs) or personalized and customized items. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Media
  • Pet supplies
  • Toy and games
  • Sports equipment
  • Camping & adventure
  • Stationery, crafts & art supplies
  • Erotic & adult
  • Bullion & precious metal
  • Flowers & gifts
  • Musical instruments
  • Smoking supplies

Out-of-scope

  • DIY building materials
  • Consumer electronics (e.g. game consoles, gaming laptops, gaming PCs)
  • Personalized and customized items
  • Workshops and other services