In 2023, online shopping in Sweden was estimated at around 133 billion Swedish kronor, down from 136 billion in 2022. The COVID-19 epidemic led to a significant increase in online commerce in Sweden, from 87 billion Swedish kronor in 2019 to 146 billion in 2021.
Who shops online?
In 2022, Sweden counted around 7.8 million e-commerce users. This figure is expected to grow to 8.1 million by 2027. It is an impressive figure, as Sweden’s population is only ten million. When comparing national areas, West Sweden has the most e-commerce shoppers. The region is home to around 76 percent of digital shoppers. Upper Norrland had the lowest e-commerce penetration, at 63 percent. Swedes prefer to shop via smartphones (69 percent) over laptops (43 percent) and tablets (24 percent).
Where do they shop?
Blocket.se, the consumer-to-consumer (C2C) marketplace overdid other powerful online stores being the most visited e-commerce and shopping website in May 2022. The second-hand marketplace accounted for over 18 percent of desktop traffic. In the fashion and apparel segment, zalando.se topped the list with over ten percent share of visits, while, deliveryhero.com was the most popular restaurant and food delivery website, with over 14 percent of desktop traffic.
