Most popular categories for online purchases in Sweden 2023 | Statista (2024)

FAQs

Most popular categories for online purchases in Sweden 2023 | Statista? ›

In 2023, around 31 percent of Swedish shoppers reported buying goods from pharmacies online, making it the most popular e-commerce product category in the Northern country. Fashion was second, with approximately 30 percent of online shoppers buying clothes or shoes every month on average.

Among Swedish consumers the two most popular categories for online purchases are Clothing and Drugstore & health products. 53 percent and 37 percent of consumers respectively chose these answers in our representative online survey. The survey was conducted online among 2,030 respondents in Sweden, in 2024.

Popular products

The top products and categories for Swedish ecommerce buyers include clothing/footwear, media, health/beauty, home electronics and children's items/toys. Offering products from these categories may help you establish your presence on Sweden ecommerce market and give you a headstart.

eCommerce trends in Sweden indicate continued growth. For example, the current total of 6.3 million online shoppers in the country is expected to grow by 900,000 within four years. That will give a total of 7.2 million online shoppers in 2021, an increase of 14 percent.

According to the IPC Cross-Border Shopper Survey 2023 released in December last year, 54 percent of Swedish consumers shop online at least once a month.

As you can see from the above, engineering and tech related jobs are in high demand in Sweden. Aside from this, jobs within life science and medicine, construction, translation, and teaching fields are also in high demand. If you want to learn more about how to get a work permit, we wrote an article to guide you.

Sweden's manufacturing industry is just as strong, accounting for about 20 percent of its GDP. The International Trade Administration estimates that there are over 1 million jobs in this sector alone. The agriculture, retail, tourism and finance industries are booming, too.

Swedes are highly inclined to seek out and buy products, services and brands that provide something new to the market. Swedish consumers are trend-sensitive early adopters who love to try new products, and to test them against their own high standards.

Sustainability, health, and convenience are the top drivers shaping the trends in Sweden as consumers, retailers and other key players in the industry are looking for food and beverage products that are good for people and the planet and that make everyday life more convenient.

Do Swedish people use Amazon? ›

45% peer average), Amazon is beating most peers in traffic. App usage also speak of a strong traction for the retailer, where the Amazon app currently is the fifth most popular shopping app in Sweden by active users, gaining five spots and currently trailing Klarna, Blocket, Pricespy and Tradera.

In 2023, online shopping in Sweden was estimated at around 133 billion Swedish kronor, down from 136 billion in 2022.

Yearly Trade

During the last five reported years the exports of Sweden have changed by $42.2B from $151B in 2017 to $194B in 2022. The most recent exports are led by Refined Petroleum ($12.9B), Cars ($11.9B), Packaged Medicaments ($8.25B), Electricity ($5.83B), and Sawn Wood ($4.76B).

Among the imported foodstuffs are coffee, tea, fruit, and fish. Chemicals and textiles are other groups of imported goods. Germany is the main supplier of Sweden's imports, followed by the Netherlands, Norway, Denmark, the United Kingdom, and Finland.