The figures have been taken from several publications.
The source adds the following info: e-commerce in this report does not include online in-store purchases which have been pre-booked online, online sales of services such as travel, hotels and event tickets, and media downloads. It also excludes B2B and C2C sales.
Citation formats
E-commerce share of the total retail in Sweden 2007-2025
From 2007 to 2021, the e-commerce share of the total retail market in Sweden steadily increased. Online retail accounted for ** percent of total retail in 2022, down *** percentage point from 2021. This marks the first time e-commerce has decreased in the country. Since consumers returned to physical stores after the COVID-19 pandemic, e-commerce suffered losses. In 2024, the online share of the total retail market decreased to ** percent, before rising again to ** percent in 2025.
The Swedish e-commerce landscape
In 2022, e-commerce revenue in Sweden reached *** billion Swedish kronor, equaling ** billion euros. This is a decrease of around ** billion Swedish kronor, or ** euros, compared to 2021. Despite the decrease in overall e-commerce revenue, home electronics and fashion remained the two best-selling B2C segments, showing resilience in the face of declining sales. In 2022, the home electronics segment generated ** billion Swedish kronor, and fashion over ** billion Swedish kronor.
The love for online pharma
The convenience of being able to easily purchase items such as prescriptions and over-the-counter medications from the comfort of their own homes fueled Swedes' love for online pharma during the COVID-19 pandemic. In 2022, pharmaceutical retailer Apotea ranked as online shoppers' favorite web shop and brand for physical products. The trend of purchasing healthcare and personal care products online was particularly popular among those born in the and women.
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PostNord. (May 4, 2026). Share of the e-commerce market out of the total retail market in Sweden from 2007 to 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/
PostNord. "Share of the e-commerce market out of the total retail market in Sweden from 2007 to 2025." Chart. May 4, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/
PostNord. (2026). Share of the e-commerce market out of the total retail market in Sweden from 2007 to 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/
PostNord. "Share of The E-commerce Market out of The Total Retail Market in Sweden from 2007 to 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 4 May 2026, /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/
PostNord, Share of the e-commerce market out of the total retail market in Sweden from 2007 to 2025 ÌÇÐÄÆƽâ°æ, /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/ (last visited July 28, 2026)
Share of the e-commerce market out of the total retail market in Sweden from 2007 to 2025 [Graph], PostNord, May 4, 2026. [Online]. Available: /statistics/679037/e-commerce-share-of-the-total-retail-in-sweden/
