Most popular online shops in Sweden 2024 | Statista (2024)

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Most popular online shops in Sweden 2024 | Statista? ›

We asked Swedish consumers about "Most popular online shops" and found that "Apotea.se" takes the top spot, while "Kjell.com" is at the other end of the ranking. Find this and more survey data on most popular online shops in our Consumer Insights tool.

Consumer Behaviour in Sweden

Swedes are generally comfortable making purchases online. About 30 percent order something online at least once a month, for example, while almost 75 percent have made an online purchase in the last year. The most popular type of purchase is fashion.

Among Swedish consumers the two most popular categories for online purchases are clothing and drugstore & health products. 53 percent and 38 percent of consumers respectively chose these answers in our representative online survey.

There is 7.60 million consumer goods e-commerce users in Sweden, and they spend total of around 14.99 billion USD dollars in 2021. That makes a per capita spending on consumer goods e-commerce of around 1971 USD. Also, in those e-commerce users, about 40.4% of them purchase through their mobile phone.

We asked Swedish consumers about "Most popular online shops" and found that "Apotea.se" takes the top spot, while "Kjell.com" is at the other end of the ranking.

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.

Amazon's presence has grown steadily in Sweden since. In 2021, Amazon was the 15th biggest online retailer there with revenues of 1.5 billion SEK.

Swedish brands return to brand value growth despite continued market turbulence. Retail giant IKEA remains the most valuable Swedish brand for the tenth consecutive year with a brand value of SEK150. 5 billion, according to a new report from leading brand valuation consultancy Brand Finance.

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.

What is Sweden's main products? ›

The main industries include motor vehicles, telecommunications, pharmaceuticals, industrial machines, precision equipment, chemical goods, home goods and appliances, forestry, iron, and steel.

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.

Apotea.se is leading the Swedish e-commerce market, with e-commerce net sales of US$513.7 million in 2023 generated in Sweden, followed by ica.se with US$387.8 million. Third place is taken by hm.com with revenues of US$352.7 million.

Consumers in Sweden are technology savvy and qualified spenders, and at the top of eCommerce usage in Europe and globally. The 2021 annual Country Report for Sweden by ecommerceDB states that there were 8 million users in Sweden with 80 percent eCommerce penetration.

Sweden is home to numerous globally recognized companies that have made significant contributions to various industries, from technology and automotive to fashion and furniture.

Most Used Social Media Platforms in Sweden

Facebook is the most used platform by Swedes, with 77.1% of internet users aged 16-64 using the platform every month.

Blocket - an online second-hand market, the largest retail market in Sweden. Blocket is a Swedish online second-hand market similar to Amazon or eBay.