L. Yltävä
Research expert
E-commerce in Sweden - statistics & facts
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The Swedish e-commerce market is the largest in the Nordic region. In 2025, e-commerce is estimated to generate nearly 15 billion U.S. dollars in revenue in the northern country. In comparison, it is estimated that the Norwegian, Danish, and Finnish markets will generate around 9.7 billion U.S. dollars, 8.9 billion U.S. dollars, and 7.1 billion U.S. dollars, respectively.
E-commerce is a growing market in Sweden. The country has over seven million online shoppers, which is expected to continue increasing over the coming years, surpassing nine million by 2029.
The heavy hitters
In 2024, consumers voted apotea.se as the most popular online shop in Sweden. Apotea.se is an online pharmacy that offers a wide range of products, including healthcare products, makeup and skincare, as well as food and beverages. With its extensive product range, the online giant generates yearly revenues of over 544 million U.S. dollars in the country. The king of e-commerce, Amazon, is another highly favored store among shoppers. In 2020, the marketplace expanded its reach to Sweden by launching the dedicated platform amazon.se. Since then, Amazon has solidified its position in the Swedish market, ranking as the most visited retail website in the country. In 2024, nearly two-fifths of Swedish shoppers had purchased products from the digital marketplace. Other notable players are Apoteket.se, H&M, Temu, and Zalando.The Swedish online shopper
Where they live, what their employment status is, how much they earn, and what gender they are all play a role in how much online shopping Swedes do. The latest data from 2024 shows that all eight national regions have remarkably similar shopping habits. Nevertheless, it is worth noting that Middle Norrland is a hotbed of online shoppers, whereas the north middle part of the country ranks the lowest. There is also a difference between those in the workforce and their purchasing power compared to non-workers. Nearly nine out of ten employed Swedes engaged in online shopping, compared to only half of retirees. When looking at income levels, approximately 85 percent of shoppers with the highest incomes purchased merchandise online, in contrast to roughly 65 percent of those with the lowest. E-commerce engagement is also influenced by gender and age, as female shoppers aged between 25 and 34 years bought the most online, while men between 35 and 44 did the same. Overall, it is clear that e-commerce is an attractive option for shoppers of all demographics.E-commerce is a growing market in Sweden. The country has over seven million online shoppers, which is expected to continue increasing over the coming years, surpassing nine million by 2029.
