Leading online marketplaces in Sweden 2023, based on visit share

In December 2023, Amazon was the most visited marketplace in Sweden with nearly 20 percent of desktop visits in this category, ahead of clasohlson.com. Temu ranked third with over 11 percent of all desktop traffic to marketplaces in the country.

New heights for mobile shopping

The penetration rate of mobile shopping has increased significantly over the past few years in Sweden, going from 29 percent in the second quarter of 2021 to 51 percent in the same quarter in 2023. The success of m-commerce can be attributed to the use of shopping apps. Shopping apps make it easy for customers to compare prices, find the best deals, and order online. In 2022, Amazon was the most downloaded marketplace app in Sweden. That year, Amazon amassed over 440,000 app downloads. The second most popular marketplace, AliExpress, garnered around 117,000 app downloads.

Amazon conquers the Nordics

Amazon.se launched in 2020, marking Amazon's first entrance into the Nordics. Initially, Amazon's Swedish launch looked bleak; however, it seems like the tide has turned for the e-commerce giant. According to estimates, Amazon.se generated nearly a billion U.S. dollars in revenue in 2023, up from 430 million in 2021. On the platform, electronics and media products are the most successful categories in terms of net sales shares. Electronics and media goods account for nearly half of all e-commerce sales compared to other product categories. Toys, hobby, and DIY products were the second-largest category, with a net sales share of nearly 23 percent, followed by furniture and appliances at 14 percent.