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In 2025, online shopping in Sweden is projected to reach around *** billion Swedish kronor, up from *** billion in 2024. The COVID-19 epidemic led to a significant increase in online commerce in Sweden, from ** billion Swedish kronor in 2019 to *** billion in 2021.

Who shops online?

In 2022, Sweden counted around *** million e-commerce users. This figure is expected to grow to *** million by 2027. It is an impressive figure, as Sweden’s population is only *** million. When comparing national areas, West Sweden has the most e-commerce shoppers. The region is home to around ** percent of digital shoppers. Upper Norrland had the lowest e-commerce penetration, at ** percent. Swedes prefer to shop via smartphones (** percent) over laptops (** percent) and tablets (** percent).

Where do they shop?

Blocket.se, the consumer-to-consumer (C2C) marketplace overdid other powerful online stores being the most visited e-commerce and shopping website in May 2022. The second-hand marketplace accounted for over ** percent of desktop traffic. In the fashion and apparel segment, zalando.se topped the list with over *** percent share of visits, while, deliveryhero.com was the most popular restaurant and food delivery website, with over ** percent of desktop traffic.