E-commerce net sales of shein.se 2026| ��ƽ��

E-commerce net sales of shein.se from 2018 to 2025, with a forecast for 2026 (in million U.S. dollars)

Characteristic	First-party e-commerce net sales in million U.S. dollars
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Release date

May 2026

More information

Region

Sweden

Survey time period

2018 to 2025

Supplementary notes

The release date is the date of access.

*Forecast.

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.

The following are not included in the e-commerce market: marketplace platforms only, digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

Citation formats

Shein.se is the Swedish website of the Chinese fast-fashion platform. Shein.se's e-commerce net sales grew from an estimated *** million to approximately ***million U.S. dollars from 2018 to 2025. In 2026, the online sales of shein.se are forecast to reach ****million U.S. dollars.

Shein overtakes amazon.se in Sweden

The Chinese brand, Shein, has been growing in sales in the Swedish market. In 2025, it generated nearly ****million U.S. dollars in Sweden. Amazon.se, for instance, closed the same year at almost *** million U.S. dollars. Shein started operating in Sweden in 2019 as part of their European expansion and gained more popularity after the COVID-19 pandemic due to lockdowns increasing online shopping.

Most popular online stores in Sweden

Although Shein has had an impressive result when it comes to net sales, the number one online store in popularity among Swedes is apotea.se. Founded in 2011, apotea.se is the largest digital pharmacy in the country. The brand started off offering easy access to prescription and over-the-counter medications and soon expanded its product range to include beauty, wellness, and healthcare products. In 2025, apotea.se generated a revenue of around *** million U.S. dollars, ranking fourth across the country.