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.
Der Swedish market auf einen Blick
Economy and purchasing power
With a purchasing power of around 28,730 euros per capita Sweden is in 6th place in Europe - in Scandinavia, it is in 3rd place, behind Norway and Denmark.
The Swedish e-commerce market is experiencing a strong upswing:
- E-commerce revenue 2023: approx. 12.65 billion EUR
- 2025 forecast: around 13 billion EUR
- Share of retail trade: approx. 14 %
- Expected growth (CAGR 2022—2027): 12.9 %
This makes Sweden one of the fastest-growing e-commerce markets in Europe - especially in international shipping.
Digital user and buying behavior
Digital penetration is high:
91 % of internet users in Sweden made online purchases in 2024.
82 % of them ordered from a foreign shop at least once, including 36 % monthly.
Germany is one of the top three countries of origin for cross-border orders - alongside the UK and China.
The mobile focus is particularly remarkable: around 70 % of all online purchases are made via smartphones.
Main reasons for purchase cancellations:
- Shipping costs too high
- Unclear or complicated return conditions
- Long delivery times
Preferred payment methods
Swedish shoppers prefer a wide range of payment methods, with cards, invoice (Klarna) and Swish clearly dominate.
- Credit card (Visa/ Mastercard): around 50 %
- On account (Klarna): approx. 33 %
- Swish (mobile payment): over 20 %
- Digital wallets (PayPal): approx. 10 %
Most popular marketplaces
Marketplace trading is highly differentiated - both internationally and locally.
The most used platforms are:
- Amazon
- Zalando
- Netonnet.se - electronics, local
- Elgiganten.se - household & technology, local
- Blocket.se - online classified ads, local
Most popular local last-mile carrier
- End customers in Sweden also attach great importance to reliability, flexible delivery options and convenient parcel collection. Parcel shops, parcel machines and the option of receiving deliveries at flexible times are particularly popular.
- PostNord Is the by far preferred last-mile carriers 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 important as they offer particularly flexible and sustainable delivery options - such as evening deliveries or delivery to parcel boxes. Bring and DHL are also established and frequently used in Swedish e-commerce.
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 shops or pick-up stations - convenient processing is a requirement.
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.
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Bieten Sie Ihren Kunden in Europa eine herausragende Customer Experience – durch kürzeste Abwicklungszeiten, individuelle Versandoptionen für jedes Zielland und Zustellungen durch die beliebtesten Last-Mile-Carrier.
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Mit Hilfe eines intuitiven Dashboards behalten Sie den Status Ihrer internationalen Sendungen in Echtzeit im Blick – mit automatisierter Datensynchronisation für maximale Transparenz.
Partner, die unsere Lösung im Swedish market ergänzen
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. byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and
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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 is the all-in-one platform whose range of functions covers the entire depth and breadth of the digital value chain in e-commerce - scalable & smart.exporto as a direct point of contact
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T4DT
T4DT GmbH develops smart software solutions and optimizes business processes with a focus on automation and artificial intelligence
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Mit unserer End‑to‑End‑Lösung bekommen Sie alle Services aus einer Hand: Logistik, Steuer, Zoll und Software. Alles perfekt aufeinander abgestimmt und so einfach wie "Plug & Play".
Marvin Schwarz
Senior Business Development Representative
