Finance & Economics

E-commerce in Sweden: stats & forecast

E-commerce in Sweden to be worth €16.86 billion in 2019

E-commerce in Sweden: stats & forecast. Source:

E-commerce in Sweden is expected to be worth 16.86 billion euros at the end of this year, Ecommerce News reports. The Swedish business-to-consumer e-commerce turnover was worth 14.95 billion euros last year and it’s predicted this will increase by 12.8%

This is shown in a recent report released by the Ecommerce Foundation. It also reveals that the share of the country’s total gross domestic product that’s made up by e-commerce continues to increase every year. Last year, it was 3.24% and for this year, it’s expected that e-commerce will account for 3.55% of Sweden GDP.


Over 84 percent of the online population in Sweden is forecasted to shop online this year. For comparison: in 2015, 78 percent of internet users bought products and services online. Swedes who shop online spend on average 2,124 euros this year. This amount was a bit lower (1,784 euros) four years ago.

Like in many countries across Europe, clothing and footwear make up the most popular product category (39%) in Sweden. It’s followed by beauty and health care products (32%), books and media (27%) and home electronics (23%).

When ordering online, Swedish consumers have multiple options to choose from when it comes to delivery. With 39 percent, picking up the products at a selected pickup location is the most preferred delivery method. Home delivery in the evening (11%) is another popular method, followed by parcel machine and home delivery during the day (both 3%).

Sweden is a very popular shopping destination for neighboring countries, such as Norway and Finland, but consumers in Sweden also like to shop abroad sometimes. By share of purchases originating from Sweden, Germany is the most popular cross-border country (28%), followed by the United Kingdom (26%), China (23%) and the United States of America (14%).

Last year, cards were the most popular payment method in Sweden (53%), followed by bank transfer (22%), an e-invoice (15%), e-wallet (9%) and cash on delivery (1%). The Ecommerce Foundation predicts the importance of cards will decrease, while e-invoice, e-wallets and bank transfer will increase in popularity.


According to the Ecommerce Foundation, the most popular online shops in Swedes are, Cdon, Zalando, Adlibris, H&M, Webhallen, Wish, eBay, Bokus and Amazon.

SEE ALSO: 10 largest e-commerce markets in the world

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