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Based on the number of Instagram followers, na-kd.com was Sweden's most popular web shop in 2018. The women's fashion shop had over 1.4 million Instagram followers that year. It was followed by Zalando, which had roughly 46 thousand followers on the photo sharing platform. The men's fashion online shop GrandFrank ranked third in the list that year.

 What do Swedes purchase online?

   The products which Swedish women seemed to be purchasing online most in 2018 was clothing. Cosmetics and Pharmacy goods were also popular among female consumers. Fourth and fifth most purchased products by women that year were books and home furnishings. Similarly, clothes were the most purchased products among menthat year, too. The other top five categories among male online shoppers, however, were different from the ones which women bought. Books were the second most purchased items, followed by computers and accessories, pharmaceutical products and sport and recreation.

 Instagram influence

   How did Instagram influence how customers perceived different web-shops? The influence grew as more people became active on the app. The share of daily Instagram users increased significantly over the period from 2013 to 2018. Four percent of the surveyed Swedes used the social media platform in 2013, whereas this percentage reached 38 percent in 2018.