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 behavior
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.
Partner who complement our solution in the Swedish market
VDS Fulfillment
VDS Fulfillment offers tailor-made eCommerce logistics solutions centrally from the heart of Germany: fulfilment, personalisation, shipping of advertising materials - all from a single source.
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B+S Logistik
B+S GmbH Logistik und Dienstleistungen, based in Borgholzhausen, is a full-service provider for customised logistics and service concepts.
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byrd
byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and significantly improve their customer experience.
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Mollie
Simple payments and financial management for all companies: online payments, POS payments, recurring payments, invoicing, platform payments within Europe.
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PlentyONE
PlentyONE connects brands, manufacturers, and retailers to over 150 marketplaces worldwide – seamlessly, automatically, and flexibly scalable.
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T4DT
T4DT GmbH develops smart software solutions and optimizes business processes with a focus on automation and artificial intelligence
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”.
Timm Baindl
Sr. Business Development Representative
