Share of online goods shoppers in Sweden 2018-2019, by category
Body and health seemed to be the most purchased category of physical goods by Swedish online shoppers in 2018 and 2019. In fact, 61 percent of the interviewed Swedes had purchased some body- or health item online as of 2019. Second most purchased category was fashion products and 59 percent of the respondents bought clothes, shoes or accessories online that year.