E-commerce revenue in Sweden 2023, by product category

In Sweden, the revenue of home electronics reached 27 billion Swedish kronor in 2023, being the best-selling B2C merchandise that year. The fashion segment followed with 19 billion Swedish kronor.

The leading country in the Nordics

The use of e-commerce websites varies by country in the Nordics. In the second quarter of 2023, the digital commerce traffic in the Nordics increased by nine percent on all types of devices. When it comes to online shopping from foreign websites, Sweden holds the highest percentage of cross-border business-to-consumer (B2C) e-commerce in the region. It is estimated that nearly half of Sweden's online shopping is done across borders. Sweden also has the biggest e-commerce market compared to other Nordic countries, as the country generated over 13 billion U.S. dollars in revenue in 2023. Norway ranked second, with an e-commerce market worth around 8.7 billion dollars.

COVID-19 pandemic fueled online sales

Over the last decade, the e-commerce revenue generated in Sweden was steadily rising until the COVID-19 pandemic hit in 2020. Online sales jumped from 87 billion Swedish kronor in 2019 to around 146 billion kronor in 2021. In 2022, the revenue dropped to 136 billion Swedish kronor. The dip in revenue could be explained by the market adjustment after the soaring online sales spike triggered by the health crisis. When it comes to the most popular online store in Sweden, blocket.se was the most visited site in Sweden in April 2023. However, apotea.se, Sweden’s largest online pharmacy, was the website that accumulated the highest amount of revenue.