The Swedish e-commerce market is thriving, making it the largest in the Nordic region. In 2023, e-commerce made approximately 133 billion Swedish kronor
. The country has over seven million
, which is a remarkable number considering the country's total population of around 10 million. The share of digital shoppers is forecast to continuously increase over the coming years.
The heavy hitters
In 2023, consumers voted apotea.se as the
most popular online shop in Sweden. Apotea.se is an online pharmacy that offers a wide range of products, including healthcare products, makeup and skincare, as well as food and beverages. With its extensive product range, the online giant
generates yearly revenues of over 520 million U.S. dollars in the country. The king of e-commerce, Amazon, is another prominent name in the industry. Amazon is highly favored among shoppers, who previously used the U.S. portal, amazon.com, for their shopping needs. In 2020, the marketplace expanded its reach to Sweden by launching the dedicated platform amazon.se. Since then, Amazon has further solidified its position in the Swedish market, ranking as the second-most visited
e-commerce and shopping website in the country. In 2023, over one-third of Swedish shoppers had purchased products from the digital marketplace. Other notable players are H&M, Zalando, Elgiganten, and Blocket.
The Swedish shopper
Where they live, what their employment status is, how much they earn, and what gender they are all play a role in how much online shopping Swedes do. The latest data from 2023 shows that
all eight national regions have remarkably similar shopping habits. Nevertheless, it is worth noting that West Sweden is a hotbed of online shoppers, whereas the southeastern part of the country ranks the lowest. There is also a difference between
those in the workforce and their purchasing power compared to non-workers. Around nine out of ten employed Swedes engaged in online shopping, compared to only six out of ten retirees. When looking at
income levels, it is apparent that the higher the disposable income, the higher the spending capacity. Approximately 87 percent of shoppers with the highest incomes purchased merchandise online, in contrast to roughly 63 percent of those with the lowest. E-commerce engagement is also
influenced by gender, as Swedish women make more online purchases than their male counterparts. Female shoppers aged between 25 and 34 years bought the most online, while men between 35 and 44 did the same. Overall, it is clear that e-commerce is an attractive option for shoppers of all demographics.
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