E-Commerce in Sweden 2021

Topics of the survey

• Top e-commerce brands
• Online purchases
• Customer journey
• Delivery
• Customer reviews
• Secondhand & rentals
• Social media
• Customer service
• Black Friday & Cyber Monday
• Characteristics & demographics

• Method: Online survey
• Survey name: E-Commerce in Sweden
• Region: Sweden
• Number of respondents: 1,050
• Age of respondents: 18 years and older
• Type of respondents: Online purchasers
• Survey time period: 6th October to 12th October 2021

• Gender
• Age (basic)
• Annual household income (in kr) - Sweden

Top e-commerce brands

• The following questions are about the top online stores and eCommerce brands in your country. Which of the following statements about the big online stores do you agree with? (multiple)
• Which of the following online stores do you know, even if it is just by name? (multiple)
• Which of the online stores you know are you generally interested in? (multiple)
• Which of these online stores is your preferred online store? (single)
• From which of the following online stores have you purchased products in the past 12 months? (multiple)
• Recode based on How satisfied or not were you with your interaction with the following brand(s)? (multiple)
• Recode based on How satisfied or not were you with your interaction with the following brand(s)? (multiple)
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Amazon
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Apple
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Best Buy
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Chewy
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Costco
• How satisfied or not were you with your interaction with the following brand(s)? (single) / eBay
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Home Depot
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Macy’s
• How satisfied or not were you with your interaction with the following brand(s)? (single) / QVC
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Target
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Walmart
• How satisfied or not were you with your interaction with the following brand(s)? (single) / Wayfair
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Amazon
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Apple
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Best Buy
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Chewy
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Costco
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / eBay
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Home Depot
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Macy’s
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / QVC
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Target
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Walmart
• How likely or not would you be to recommend the following brand(s) to family, friends or colleagues? (single) / Wayfair
• Which of the following brands do you think are socially responsible? (multiple)
• Which of the following brands do you think are environmentally friendly? (multiple)
• Which of the following brands do you think treat their employees well? (multiple)
• Which of the following brands do you think have good customer service? (multiple)
• Which of the following brands do you think are innovative? (multiple)
• Which of the following brands do you think are good at protecting personal data? (multiple)
• Which of the following brands do you think have good website usability? (multiple)
• Which of the following brands do you think have best value for money? (multiple)
• Which of the following brands do you think are trustworthy? (multiple)
• Which of the following brands do you think are likable? (multiple)
• Which of the following brands do you think have a good selection of brands / products? (multiple)
• Which of the following brands do you think have good shipping and delivery options? (multiple)

• Which of these items have you bought online in the past 12 months? (multiple)
• Recode based on Which of these items have you bought online in the past 12 months? (multiple)
• Which of these items did you switch to buying online more often, due to COVID-19? (multiple)
• When life goes back to normal after COVID-19, which items will you continue to buy online more regularly rather than switching back to physical stores? (multiple)
• Which of these food and beverage products have you bought online in the past 12 months? (multiple)
• Which of these furniture products have you bought online in the past 12 months? (multiple)
• From which of the following online stores have you purchased everyday goods (food, beverages, cosmetics, body care, drugstore & health, household care, pet or toys & baby products) in the past 12 months? (multiple)
• From which of the following online stores have you purchased apparel products (clothing, shoes, luggage & bags or accessories) in the past 12 months? (multiple)
• From which of the following online stores have you purchased media products (books, movies, music & games) in the past 12 months? (multiple)
• From which of the following online stores have you purchased consumer electronics (e.g., TV, smartphone) in the past 12 months? (multiple)
• From which of the following online stores have you purchased household items & appliances (e.g., furniture, decoration, refrigerator, vacuum cleaner) in the past 12 months? (multiple)
• From which of the following online stores have you purchased DIY & garden products in the past 12 months? (multiple)
• From which of the following online stores have you purchased sports & outdoor equipment in the past 12 months? (multiple)

• Which of these statements about online shopping do you agree with? (multiple)
• Which of the following statements about social media, market places and other eCommerce trends do you agree with? (multiple)
• How often do you normally purchase products online? (single)
• Recode based on How often do you normally purchase products online? (single)
• In which of the following situations do you generally shop online? (multiple)
• Which of the following devices have you used for online shopping in the past 12 months? (multiple)
• What were the main reasons you purchased products online in the past 12 months? (multiple)
• When choosing an online store, which characteristics are important to you? (multiple)
• Which of the following options would you use if they were available when shopping online? (multiple)
• What are the main reasons you purchase products via your smartphone? (multiple)
• Do you prefer to use a browser or a designated store app when shopping on a mobile device? (single)
• What are the main reasons you choose to purchase products via an app? (multiple)
• Do you currently have an account set up with an online store? (single)
• What were the main reasons you set up accounts with online stores? (multiple)
• How do you usually find out about new interesting products? (multiple)
• How do you search for specific information on a product that you want to buy? (multiple)
• When selecting or viewing a product in an online store, which of the following aspects of the website do you use to help make your purchase decision? (multiple)
• Which of the following statements about payment in online stores do you agree with? (multiple)
• How have you conducted payments online in the past 12 months? (multiple)
• What is your preferred payment method? (single)
• Have you used a digital wallet in the past 12 months? (multiple)
• Which of the following online payment systems have you used in the past 12 months to purchase products online? (multiple)
• You stated you have made online payments with cryptocurrency in the past 12 months, which currency did you use? (multiple)
• Have you used any 'buy now, pay later' options for your online payments in the past 12 months? (multiple)
• At which price do you start to consider 'buy now, pay later' as a payment option? (single)
• Which of the following 'buy now, pay later' service did you use in the past 12 months? (multiple)

• Which of these statements about delivery, returns, and reviews, in relation to online shopping, do you agree with? (multiple)
• When thinking about online shopping, which of the following criteria are important to you in terms of delivery? (multiple)
• Would you be willing to pay a surcharge if the retailer guarantees environmentally friendly shipping (e.g., climate neutral / CO2 neutral) in return? (single)
• Which delivery options have you used or requested in the past 12 months? (multiple)
• Which methods of delivery would you prefer to use in the future? (multiple)
• Which of the following suppliers have you received a parcel from in the past 12 months? (multiple)
• Which of the following characteristics would you assign to DHL? (multiple)
• Which of the following characteristics would you assign to FedEx? (multiple)
• Which of the following characteristics would you assign to UPS? (multiple)
• Which of the following characteristics would you assign to Amazon? (multiple)
• Which of the following characteristics would you assign to USPS? (multiple)
• In which of the following categories have you returned (partially or fully) online orders in the past 12 months? (multiple)
• What were the reasons you returned product(s) you ordered online in the past 12 months? (multiple)

• What percentage of online customer reviews do you think are positive? (single)
• Recode based on What percentage of online customer reviews do you think are positive? (single)
• After purchasing a product online in the past 12 months, did you provide any feedback/reviews? If so, where? (multiple)
• Recode based on After purchasing a product online in the past 12 months, did you provide any feedback/reviews? If so, where? (single)
• Which topics did you cover in your feedback/reviews? (multiple)
• Recode based on Which topics did you cover in your feedback/reviews? (single)

• Which of these statements about secondhand or rentals items do you agree with? (multiple)
• Have you purchased any secondhand products online in the past 12 months (e.g., clothes, electronics)? Please do not take into account car purchases. (single)
• In which of the following categories have you purchased secondhand items online in the past 12 months? (multiple)
• From which of the following online stores have you purchased secondhand items online in the past 12 months? (multiple)
• Have you rented any consumer goods online in the past 12 months (e.g., clothes, electronics)? Please do not take into account rental of cars, apartments etc.. (single)
• In which of the following categories have you rented consumer goods online in the past 12 months? Please do not take into account rental of cars, apartments etc.. (multiple)

• What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp. (multiple)
• More and more social media platforms now offer online shopping via these channels. Have you ever made an online purchase via a social media platform (such as Instagram) in the past 12 months? (single)
• Which social media platform have you used to make online purchases in the past 12 months? (multiple)

• When needing to contact customer service, do you prefer using an automated chatbot for queries or do you prefer a personal customer service contact? (single)
• For what type of inquiry would it be acceptable for you to contact the online retailer through an automated chatbot instead of in person? (multiple)

• End of November two of the busiest shopping days of the year are due again: Black Friday & Cyber Monday. Do you plan to shop during Black Friday & Cyber Monday days this year? (multiple)
• In which of the following categories do you plan to shop during Black Friday and Cyber Monday days? (multiple)

• What is your gender? (single)
• How old are you? (single)
• How old are you? (single)
• How old are you? (single)
• How old are you? (single)
• What is your marital status? (single)
• Do you consider yourself part of the LGBTQ+ community? (single)
• What is your gender identity? (single)
• Which of the following best describes you? (single)
• What is your primary language? (single)
• Recode based on Which of the following best describes you? (single)
• Where do you currently live? (single)
• Recode based on Where do you currently live? (single)
• Recode based on Education (single)
• What is the highest level of education you have completed? (single)
• Recode based on What is the highest level of education you have completed? (single)
• Which of the following categories best describes your current employment status? (single)
• Recode based on Which of the following categories best describes your current employment status? (single)
• If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions? (single)
• Recode based on If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions? (single)
• How big is the town you live in? (single)
• Recode based on How big is the town you live in? (single)
• In what type of community do you live? (single)
• What is your current living situation (main residence)? (single)
• How many people – including yourself and all children – permanently live in your household? (single)
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not? (single)
• Recode based on Who do you currently live with? How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not? (single)
• Who do you currently live with? (multiple)
• Recode based on Who do you currently live with? (single)
• Recode based on Who do you currently live with? (single)
• Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3. (multiple)
• Which of these devices do you regularly use with an internet connection? (multiple)
• What operating system does your (primarily used) smartphone run on? (single)