E-commerce share of the total retail in Sweden 2007-2023

From 2007 to 2021, the e-commerce share of the total retail market in Sweden steadily increased. Online retail accounted for 15 percent of total retail in 2022, down one percentage point from 2021. This marks the first time e-commerce has decreased in the country. Since consumers returned to physical stores after the COVID-19 pandemic, e-commerce suffered losses. In 2023, the online share of the total retail market stood at 14 percent.

The Swedish e-commerce landscape

In 2022, e-commerce revenue in Sweden reached 136 billion Swedish kronor, equaling 12 billion euros. This is a decrease of around 10 billion Swedish kronor, or 887,000 euros, compared to 2021. Despite the decrease in overall e-commerce revenue, home electronics and fashion remained the two best-selling B2C segments, showing resilience in the face of declining sales. In 2022, the home electronics segment generated 28 billion Swedish kronor, and fashion over 18 billion Swedish kronor.

The love for online pharma

The convenience of being able to easily purchase items such as prescriptions and over-the-counter medications from the comfort of their own homes fueled Swedes' love for online pharma during the COVID-19 pandemic. In 2022, pharmaceutical retailer Apotea ranked as online shoppers' favorite web shop and brand for physical products. The trend of purchasing healthcare and personal care products online was particularly popular among those born in the 1970s and women.