E-commerce net sales of shein.se 2024

Shein.se is the Swedish website of the Chinese fast-fashion platform. Shein.se's e-commerce net sales grew from an estimated ten million to approximately 327 million U.S. dollars from 2018 to 2023. In 2024, the online sales of shein.se are forecast to reach 339 million U.S. dollars.

Shein overtakes amazon.se in Sweden

The Chinese brand, Shein, has been growing in sales in the Swedish market. Although it is not considered one of the most popular shops among Swedes yet, it surpassed the giant amazon.se in net sales, generating nearly 327 million U.S. dollars in 2023. Amazon.se, for instance, closed the same year at almost 152 million. Shein started operating in Sweden in 2019 as part of their European expansion and gained more popularity after the COVID-19 pandemic due to lockdowns increasing online shopping.

Apotea.se tops the charts, surpassing Shein

Although Shein has had an impressive result when it comes to net sales, the number one online store in popularity among Swedes is apotea.se. Founded in 2011, apotea.se is the largest digital pharmacy in the country. The brand started off offering easy access to prescription and over-the-counter medications and soon expanded its product range to include beauty, wellness, and healthcare products. The brand's popularity is evident in its net sales, which reached nearly 514 million U.S. dollars in 2023. This is a difference of 52 percent compared to Stein's sales that year in the Northern country.

E-commerce net sales of shein.se from 2018 to 2024 (in million U.S. dollars)

Characteristic	First-party e-commerce net sales in million U.S. dollars
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Supplementary notes

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.

The following are not included in the e-commerce market: marketplace platforms only, digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

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