In a cross-category trend, the Swedish economy is expected to continue its recovery in 2025 and over the forecast period, leading to increased consumer spending. This, combined with the growing popularity of e-commerce in general, will lead to solid growth over the forecast period.
Apparel and footwear e-commerce is set to remain a key e-commerce category over the forecast periods, as Swedish consumers continue to embrace shopping online for apparel and footwear. As more players enter the category, competition will also continue to increase, and smaller local players are expected to challenge major international players such as Zalando.
Consumers are expected to increasingly do their online shopping on mobile devices over the forecast period, therefore, it is crucial that e-commerce players develop their offerings to work seamlessly on mobile devices either via an app, a highly mobile responsive website, or other means. Modern consumers have very little patience for apps or websites which give them any kind of problems and, once a consumer has had a bad experience with a company’s technology, it is much more difficult to win them back.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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