Sweden, e-commerce and logistics
E-commerce has had a strong and increasing presence in Sweden and throughout the Nordics for many years.
Read on to find out about the most important trends and opportunities.
Why Sweden?
The Swedish e-commerce market is thriving, making it the largest in the Nordic region. In 2023, e-commerce made approximately 133 billion Swedish kronor in revenue, which amounts to around 14% of all retail sales in the country. On average there are around seven million online shoppers, which is quite high when you consider the country’s total population is around 10 million. The share of digital shoppers is forecast to continuously increase over the coming years.1
When it comes to using new technologies, Scandinavians are savvy and many people, from all walks of life, own technological devices according to a report by PostNord. Greater urbanisation in Sweden also means that it is cheap and easy to have things delivered, either to home or to a pick-up hub, within 24 hours. Delivery to hubs has increased in recent years due to a collective focus on sustainability and so ordering online has become the norm.2
- 7.76 million
- Number of online shoppers
- 33 billion SEK
- E-commerce revenue
- 14%
- E-commerce share out of the total retail market
[Stats taken from: https://www.statista.com/outlook/emo/ecommerce/sweden]
The e-commerce landscape
When it comes to shopping online locality, employment status, earning potential, and gender, all play a role in how much online shopping Swedes do. The latest data from 2023 shows that all eight national regions have very similar shopping habits. However, it is worth noting that West Sweden is a hotbed of online shoppers, whereas the southeastern region ranks the lowest.3
There is also a difference between those in the workforce and their purchasing power compared to non- workers. Around nine out of ten employed Swedes engaged in online shopping, compared to only six out of ten retirees. When looking at income levels, it is perhaps unsurprising that the higher the disposable income, the higher the spending capacity. Approximately 87% of shoppers with the highest incomes purchased merchandise online, in contrast to roughly 63% of those with the lowest.4
Swedish women tend to make more online purchases than their male counterparts. 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.5
The sector with the largest share of e-commerce in Sweden is Home Electronics, accounting for 47% in 2022. Pharmaceutical products bought online are also on the increase amongst older audiences who find home deliveries more convenient and tend to have higher levels of purchasing power. Bear in mind though, this group generally prefers websites in their own language.6
Opportunities
There are some very real opportunities for international e-commerce in Sweden. According to PostNord 10% 7 of consumers reported that they had shopped online from outside Sweden, and 6 out of 10 of these purchases were from Germany, China and the UK.
Furthermore, Sweden has seen a rise in convenient methods of paying online. The most popular way of paying online has long been with a trusty credit or debit card, but other payment methods have seen a significant increase in user popularity, especially in the younger age groups. Other new players, such as Klarna, are also on the rise (Buy Now Pay Later) or By Instalment services.
The economic crisis, coupled with a wish to live more sustainably, are jointly contributing to another trend towards buying more second-hand items online. Generally, marketplaces are the go-to for second-hand customers, with more than half of such purchases in 2022 made through the leading online marketplace Blocket. Shopping through social media is also on the rise, with 38% of online shoppers purchasing through Facebook Marketplace.8
One to watch.The Buy Now Pay Later (BNPL) sector is predicted to grow by 15.9% annually in Sweden between 2022 and 2028.
Logistics
If you’re sending goods to Sweden, it’s important that you check your item is not restricted or prohibited from import. You can find information on this through the Swedish Customs Authority website.
You should also check our carrier prohibited items list which includes liquids, aerosols, food, nail varnish and a number of other items which are not allowed to by post. You can familiarise yourself with the weights and prices of sending a package to Sweden using our helpful shipping rate chart.
The rise of parcel lockers in Sweden
As e-commerce grows ever more popular, parcel lockers are becoming more common in Sweden due to the demand for alternative delivery options. Parcel lockers are popular because they are convenient, accessible and affordable. They are usually located in easily accessible places, such as near shops and gas stations.
Keep in mind:
Sweden is a member of the EU, and additional fees may be applicable. The basic rule is that you are obligated to pay customs duty if the declared value of the goods exceeds SEK 1,600. You are always required to pay VAT and for most goods, the VAT rate is 25%.
What our experts say:
“It is clear that e-commerce has a well-established presence in the Swedish market, and that there is significant growth potential to tap into for those retailers who can speak to the Swedish consumer.”
Ben Bagnulo, CEO, SAMOS.
If you would like to know more about shipping your goods to Sweden effectively, get in touch today
1 https://www.statista.com/outlook/emo/ecommerce/sweden
2 https://stptrans.com/ecommerce-trends-in-sweden/
3 https://www.statista.com/outlook/emo/ecommerce/sweden
4 https://www.statista.com/outlook/emo/ecommerce/sweden
5 https://www.statista.com/outlook/emo/ecommerce/sweden
6 https://stptrans.com/ecommerce-trends-in-sweden/