E‑commerce in Sweden
Sweden is the largest e-commerce market in Scandinavia with extremely tech-savvy consumers: around 15% of total retail sales are already generated online, and this figure is set to rise to almost 20% by 2027. Around 89% of Swedish consumers shop online at least once a month, with flexible delivery options such as pick-up stations being particularly popular.
The Swedish market at a glance
Economy and purchasing power
With a purchasing power of around EUR 28,730 per capita, Sweden is in 6th place in Europe and, behind Norway and Denmark, in 3rd place in Scandinavia.
The Swedish e‑commerce market is on the upswing:
- E‑commerce sales 2023: approx. USD 12.65 billion
- Forecast 2025: around USD 14 billion
- Retail share: approx. 14%
- Expected growth (CAGR 2024-2029): 12.9%
This makes Sweden one of the most dynamic e‑commerce markets in Europe – especially when it comes to international shipping.
Digital user and purchasing behaviour
Digital penetration is high: 91% of Swedish internet users shopped online in 2024.
- 82% of online shoppers order from foreign providers at least once a year; more than a third even make cross‑border purchases every month
- Germany is one of the top three countries of origin for international orders
- Around 70% of all online purchases are made via smartphone
The most common reasons for abandoned purchases are:
- Shipping costs too high
- Unclear or complicated returns conditions
- Long delivery times
Preferred payment methods
Swedish shoppers use a wide range of payment methods – cards, invoice and Swish dominate.
- Credit card (Visa/Mastercard): approx. 50%
- Purchase on account (Klarna): approx. 33%
- Mobile payment (Swish): approx. 20%
- Digital wallets (PayPal): approx. 10%
Most popular marketplaces
Marketplace trading in Sweden is highly differentiated – international providers meet established local platforms.
The most popular marketplaces in Sweden include:
- Amazon – international, generalist
- Zalando – international, fashion
- NetOnNet.se – local, electronics
- Elgiganten.se – local, household & technology
- Blocket.se – local, online classifieds
Most popular local last-mile carrier
- Consumers in Sweden also place great value on reliability, flexible delivery options, and convenient parcel collection. Parcel stores, parcel machines and the option of receiving deliveries at flexible times are particularly popular
- PostNord is by far the preferred last-mile carrier in Sweden and enjoys a high level of trust among consumers. Over 60% of Swedish online shoppers choose PostNord as their preferred delivery service provider
- In addition, innovative providers such as Budbee and Instabox are becoming increasingly important as they offer particularly flexible and sustainable delivery options – such as evening deliveries or delivery to parcel boxes.
Returns and service expectations
Returns are an integral part of Swedish e‑commerce.
29% of consumers have returned at least one order in the last three months. Returns are preferably made via parcel stores or pick-up stations – Swedish consumers expect convenient and customer-friendly returns processing.
Popular product categories
In Sweden, the focus is on practical, everyday products – with high demand in the health and clothing sectors. Electronics and care products are also in high demand:
- Pharmaceuticals & healthcare products 69%
- Clothing and shoes 61%
- Cosmetics and care 37%
- Electronics 33%
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Fast delivery
Offer your customers in Europe an outstanding customer experience—with the shortest processing times, individual shipping options for each destination country and deliveries by the most popular last-mile carriers.
Seamless integration
Thanks to simple API integration, our services fit seamlessly into your existing set-up—flexibly, individually and with minimal technical effort.
Full transparency
With the help of an intuitive dashboard, you can keep an eye on the status of your international shipments in real time—with automated data synchronization for maximum transparency.
Cross-Border
E-Commerce in
Europe
Cross-Border E‑Commerce to Europe
With exporto, you reach customers in Europe’s key markets as easily as in Germany. Our shipping solution is operationally optimized for these core markets and is constantly being expanded – with a clear focus on stable processes, outstanding service quality and a compelling customer experience.
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E-Commerce in
Austria
Cross-Border E‑Commerce to Austria
Austria is considered a cross‑border insider tip: Foreign orders account for almost half of e‑commerce sales – one of the highest figures in Europe. With around 8.9 million inhabitants, high purchasing power, and virtually complete Internet coverage, this market offers ideal conditions, especially for German retailers.
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E-Commerce in
Belgium
Cross-Border E‑Commerce to Belgium
Belgium is one of the fastest-growing e‑commerce markets in Europe: in 2024, sales amounted to EUR 17.4 billion, up 6.7% on the previous year. 31% of orders are placed in foreign stores – a top 5 figure. Linguistic diversity and a central location make the market particularly attractive.
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E-Commerce in
Switzerland
Cross-Border E-Commerce to Switzerland
Switzerland is one of the markets with the highest purchasing power in Europe – around three times the EU average. In 2023, online sales amounted to EUR 14.7 billion. The low VAT makes the market even more attractive – especially for EU retailers.
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E-Commerce in
Germany
Cross-Border E‑Commerce to Germany
Germany is one of Europe's largest e-commerce markets and a particularly attractive destination for international retailers: online shopping is frequent and routine, but German customers expect payment by invoice, reliable delivery and hassle-free returns. Those who deliver on this reach a large, active audience that bought €83.1 billion worth of goods online in 2025.
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E-Commerce in
Denmark
Cross-Border E‑Commerce to Denmark
Denmark is one of the most digitally advanced e‑commerce markets in Europe. The Danish population is tech-savvy and online growth is constantly at a high level. Danes attach particular importance to a convenient, mobile and sustainable shopping experience.
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E-Commerce in
Finland
Cross-Border E‑Commerce to Finland
Finland is the smallest Nordic e‑commerce market, but has a high cross‑border affinity. The country tops the EU digitalisation index, with around 80% buying online every month. Germany is one of the top delivery countries – 42% of online shoppers order there regularly.
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E-Commerce in
France
Cross-Border E‑Commerce to France
France is one of Europe’s largest e‑commerce markets – digitally savvy, high in purchasing power and highly attractive for international retailers, with more than 64 million online shoppers. Online revenue rose to over €175 billion in 2024, driven by strong demand in fashion, cosmetics and home & living. For German retailers, France offers a strong, established environment for scalable cross‑border growth.
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E-Commerce in
Italy
Cross-Border E‑Commerce to Italy
For German retailers, Italy is attractive on two counts: a large, high-purchasing-power market with growing online demand and, at the same time, one of the lowest return rates in Europe, well below the German level. As the EU's third-largest consumer market, it offers reach with noticeably less returns effort.
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E-Commerce in
Norway
Cross-Border E‑Commerce to Norway
Norway is one of the strongest economic markets in Europe. E‑commerce is growing constantly – international online shops are particularly popular. Norwegian customers attach great importance to reliable shipping, customs and returns processes. The simplified customs procedure VOEC offers attractive conditions – if the requirements are met.
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E-Commerce in
Netherlands
Cross-Border E-Commerce to Netherlands
With around 18 million digitally savvy inhabitants and an e‑commerce volume of EUR 34.7 billion (2023), the Netherlands is one of the most dynamic online markets in E urope. As a logistics hub with strong purchasing power, the market offers ideal conditions for cross‑border sales.
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E-Commerce in
Poland
Cross-Border E‑Commerce to Poland
Poland is the largest e-commerce market in Central and Eastern Europe and keeps growing fast. Trade here runs heavily through marketplaces: in 2024, 86% of Poles made at least one marketplace purchase, led by local player Allegro with 38.8% of online retail, while Amazon reaches just 3.9%.
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E-Commerce in
Sweden
Cross-Border E‑Commerce to Sweden
Sweden is Scandinavia’s largest e‑commerce market: digitally savvy, fast-growing and open to international retailers. Around 89% of consumers buy online every month – flexible delivery options such as pick-up stations are particularly popular.
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E-Commerce in
UK
Cross-Border E‑Commerce to UK
With online sales of around EUR 152 billion, the UK is the largest e‑commerce market in Europe. Demand remains high despite Brexit. This new level of complexity offers obvious opportunities for retailers with optimised processes.
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Learn moreWe are looking forward to hearing from you!
With our end‑to‑end solution, you get all services from a single source: Logistics, tax, customs and software. Everything is perfectly coordinated and as simple as “plug & play”.
Max Pauly
Business Development Representative
