E-commerce software usage distribution in Sweden 2023

Shopify was the e-commerce software with the biggest market share in Sweden, as of December 2023. Around one-third e-commerce websites were created using e-commerce platforms empowered by Shopify, while around 14 percent were based on WooCommerce Checkout.

E-commerce in Sweden

In 2022, e-commerce accounted for 15 percent of the total retail market in Sweden. That year, the e-commerce market revenue was valued at 136 billion Swedish kroner. This was a slight decrease of 10 billion Swedish kroner compared to 2021. The drop in e-commerce revenue was primarily due to reduced demand for online shopping, as consumers returned to the high street after the COVID-19 pandemic. In 2022, home electronics were the best-selling B2C merchandise, with 28 billion Swedish kroner in revenue. The fashion segment followed, with around 18 billion Swedish kroner in revenue.

 What products do they buy online?

In 2022, clothing was the most popular merchandise among online shoppers in Sweden, with over 60 percent of online shoppers buying clothes online. As a result, it was also the most returned product category, with one-third of Swedish shoppers returning these items. The ranking of favorite products included shoes (46 percent), drugstore and health products (39 percent), and cosmetics and body care (36 percent).