Sweden E-Commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Sweden E-Commerce Market Report is Segmented by Business Model (B2C, B2B, C2C), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Sweden E-commerce Market Size and Share

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Sweden E-commerce Market Analysis by Mordor Intelligence

The Sweden e-commerce market is valued at USD 14.83 billion in 2025 and is forecast to reach USD 19.58 billion by 2030, expanding at a 5.71% CAGR. This sustained growth reflects the country’s near-universal broadband connectivity, a sophisticated logistics network, and a population that routinely prioritizes digital-first shopping. Mobile devices dominate browsing and checkout, and card-less payments such as Swish now set the benchmark for friction-free transactions. Real-time cross-border settlement via the TARGET Instant Payment Settlement (TIPS) rail reinforces national platforms’ competitiveness across the wider Nordic region. Regulatory support for responsible Buy-Now-Pay-Later (BNPL) lending is broadening average order values, while retailer marketplace roll-outs are lifting customer lifetime value and lowering inventory risk. At the same time, rising penalties for GDPR breaches and last-mile congestion in heritage urban zones temper profit margins and spur investment in sustainable delivery innovations.

Key Report Takeaways

  • By business model, B2C accounted for 71% of Sweden e-commerce market share in 2024, while C2C is projected to expand at a 9.23% CAGR through 2030.  
  • By device type, smartphones captured 59% Sweden e-commerce market share in 2024 and will record the fastest 8.21% CAGR to 2030.  
  • By payment method, traditional cards held 48% share of Sweden e-commerce market size in 2024, whereas BNPL is advancing at a 7.06% CAGR.  
  • By B2C product category, consumer electronics led with 26% revenue share in 2024; food and beverages is forecast to grow at an 8.31% CAGR to 2030.  

Segment Analysis

By Business Model: Platform Innovation Reinforces B2C Leadership

B2C routes generated 71% of Sweden e-commerce market revenue in 2024, supported by established omnichannel giants and born-digital specialists. The segment benefits from nationwide trust in regulated payment rails and robust consumer-protection frameworks that encourage repeat purchases. Marketplace extensions by H&M and IKEA illustrate how incumbents widen assortment while diluting inventory risk. These roll-outs push average order values higher, extend session duration, and enhance cross-sell efficacy across fashion, homeware, and lifestyle goods. C2C activity, expanding at 9.23% CAGR, capitalises on rising demand for sustainable consumption and transparent provenance. Platforms integrate Swish for instant settlement and leverage national ID verification, fostering secure peer-to-peer exchanges that in turn bolster overall Sweden e-commerce market liquidity.

The B2B corridor remains smaller but undergoes rapid digitisation as procurement managers prioritise efficiency. Enterprises migrate from fax-based ordering to cloud marketplaces that streamline approval workflows and automate invoice reconciliation. Standardised e-invoicing and compatibility with enterprise resource planning suites reduce error rates and accelerate payment cycles. Over time this modernisation diminishes channel fragmentation and incrementally raises Sweden e-commerce market size through corporate accounts.

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Note: Segment shares of all individual segments available upon report purchase

By Device Type: Mobile-First Experiences Set the Standard

Smartphones captured 59% Sweden e-commerce market share in 2024 and will post the fastest 8.21% CAGR through 2030. Superior 5G coverage and large-screen adoption foster convenient browsing, while biometric authentication curtails checkout friction. Progressive web apps and mini-programs compress page-load times and reduce data consumption, a boon for commuters shopping during transit. Retailers deploy augmented-reality fitting and real-time stock look-ups that deepen engagement and raise conversion probabilities. Desktop retains relevance for configurable products and enterprise buyers that demand advanced filtering and data export. Tablet traffic sees modest growth as households use shared screens for group purchasing decisions, especially in furniture and travel.

Emergent interfaces such as smart speakers and connected car dashboards open fresh touchpoints. Voice ordering of grocery staples ties into predictive replenishment engines that learn consumption patterns. Early movers embed voice commerce capabilities to secure customer mindshare before competitors flood the space, further expanding Sweden e-commerce market penetration into daily routines.

By Payment Method: Transaction Diversity Fuels Conversion Gains

Cards still represent 48% share of Sweden e-commerce market size in 2024, anchored by mature interchange frameworks and widespread consumer familiarity. Yet Swish and other digital wallets entice younger cohorts with single-tap authentication, accelerating checkout by removing credential entry. BNPL advances at 7.06% CAGR as regulatory clarity safeguards borrower repayment capacity while preserving flexibility for high-ticket items. Integrations with digital ID systems trim onboarding friction, enabling near-instant credit lines that mirror card-based simplicity. Bank-direct transfers over the TIPS rail cut processing fees and provide guaranteed settlement, improving merchant cash flow compared with traditional card rails.

Cryptocurrency remains niche yet gains traction in specific tech-savvy communities that value decentralisation. Merchants accepting crypto often convert proceeds immediately to fiat, hedging volatility while courting new customer segments. Payment choice abundance reduces cart abandonment and lifts overall Sweden e-commerce market conversion rates.

Sweden E-commerce Market
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Note: Segment shares of all individual segments available upon report purchase

By B2C Product Category: Electronics Maturity Meets Food Velocity

Consumer electronics maintained the leading 26% revenue share in 2024, reflecting Sweden’s early-adopter culture and frequent hardware upgrade cycles. Bundling of extended warranties and subscription software elevates lifetime value on each device sale. Intense price-comparison behaviour keeps margins tight, so retailers differentiate through rapid fulfilment and premium support. Food and beverages exhibit the fastest 8.31% CAGR as same-day fulfilment and temperature-controlled last-mile options dissipate prior freshness concerns. MatHem’s partnership with Clas Ohlson signals ecosystem convergence that marries grocery with home-improvement cross-promotions.

Apparel and beauty categories embrace virtual try-on features and generous return windows that closely replicate in-store evaluation. Circular-fashion momentum propels resale marketplaces, offering brands a stake in second-life monetisation. Subscription boxes proliferate in beauty and specialty foods, locking in predictable revenue and data-rich feedback loops that feed continuous assortment tuning within the Sweden e-commerce market.

Geography Analysis

Greater Stockholm and Gothenburg together account for about 60% of national online orders, a function of population density, high disposable income, and dense parcel-locker networks. Stockholm benefits from multiple urban consolidation centres that shorten stem-miles and enable cargo-bike penetration on narrow medieval streets, trimming emissions by 73% when paired with micro-terminals. Gothenburg leverages port infrastructure to support import-to-consumer flows that compress lead times on international goods and elevate cross-border turnover within the Sweden e-commerce market.

Malmö capitalises on Øresund Bridge proximity, encouraging Danish shoppers to exploit price variations and favourable SEK exchange dynamics. Rural municipalities experience accelerating adoption as 5G coverage blankets sparsely populated areas. Nevertheless, elevated delivery surcharges persist outside major conurbations, challenging profit margins on low-value baskets. Some merchants experiment with community locker clusters in village centres to consolidate drop density and lower cost per parcel.

Internationally, Sweden’s membership of the EU single market and participation in TIPS facilitate friction-less cross-border trade. Nordic logistics alliances coordinate line-haul routes and share micro-fulfilment infrastructure, mitigating duplicate capital expenditure. Swedish sellers increasingly list on pan-European marketplaces, extending customer reach while preserving domestic fulfilment control. This outward orientation further enlarges Sweden e-commerce market size as local inventory addresses regional demand.

Competitive Landscape

The market shows moderate concentration: the five largest platforms capture slightly under 60% of total Gross Merchandise Value, leaving room for agile specialists. H&M and IKEA exemplify omnichannel synergy by steering in-store traffic toward digital exclusives, thereby smoothing inventory turnover and deepening data capture. Amazon Sweden intensifies price transparency and accelerates two-day delivery benchmarks, pushing domestic players to enhance last-mile capabilities. Meanwhile, regional champions such as CDON pivot to third-party marketplace models that monetise site traffic without significant inventory risk.

Strategic M&A continues to reshape competitive lines. Axfood’s SEK 1.7 billion (USD 153 million) acquisition of City Gross expands fresh-food assortments and unlocks supply-chain synergies that lower per-parcel pick-rates. Clas Ohlson’s USD 26 million stake in MatHem brings home-improvement SKUs onto grocery delivery vans, creating one-stop convenience for household errands. Technology partnerships also flourish: Voyado’s SEK 3.5 billion (USD 0.37 billion) valuation round secures funds for AI-based loyalty modules that bolster repeat conversion metrics for fashion and lifestyle retailers.

Emerging disruptors differentiate on sustainability and hyper-local curation. Velove’s zero-emission deliveries attract eco-conscious brands seeking to align logistics with corporate responsibility targets. Nelly Group sustains niche apparel leadership through influencer collaboration pipelines that shorten trend cycles. Competitive intensity is therefore defined by agility in fulfilment, data-driven merchandising, and responsible consumer engagement frameworks across the Sweden e-commerce market.

Sweden E-commerce Industry Leaders

  1. Elgiganten

  2. Webhallen Sverige AB

  3. Zalando SE

  4. Apotea AB

  5. NetOnNet

  6. *Disclaimer: Major Players sorted in no particular order
Sweden E-commerce Market Concentration
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Recent Industry Developments

  • June 2025: Voyado secured majority investment from Viking at a SEK 3.5 billion (USD 317 million) valuation, enabling accelerated roll-out of AI-driven loyalty engines that retailers deploy to deepen customer lifetime value while H&M retains a strategic share.
  • April 2025: Storytel Group surpassed 2.5 million subscribers, underlining the scalability of content-based e-commerce models that cross-sell audiobooks into broader digital media bundles.
  • March 2025: H&M unveiled a digital relaunch focused on seamless 360-degree customer journeys; marketplace expansion remains central, reinforcing multi-brand basket building.
  • January 2025: Axfood completed the SEK 1.7 billion (USD 153 million) purchase of City Gross, consolidating grocery market share and streamlining e-commerce fulfilment.

Table of Contents for Sweden E-commerce Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Card-less Mobile Payments (Swish) Surpassing Card Transactions in Urban Sweden
    • 4.2.2 Logistics-as-a-Service Networks Enabling ‹Same-Evening› Delivery in Greater Stockholm and Gothenburg
    • 4.2.3 BNPL Regulation Driving Consumer Shift Toward Invoice-Based Check-outs
    • 4.2.4 HandM, Ikea and Other Flagship Retailers’ Rapid Marketplace Roll-outs Elevating Average Basket Size
    • 4.2.5 EU Digital Product Passport Mandate Accelerating Re-commerce Platforms’ Adoption
  • 4.3 Market Restraints
    • 4.3.1 Escalating Pick-up-Point Congestion in Urban Hubs Raising Last-Mile Costs
    • 4.3.2 Stricter GDPR Fines Limiting Third-Party Data for Personalisation Engines
    • 4.3.3 Parcel Locker Licensing Bottlenecks in Heritage City Zones
  • 4.4 Value Chain Analysis
  • 4.5 Regulatory Outlook (DSM, DSA, PSD3, SEK-Kronor RIX-INST)
  • 4.6 Porter’s Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers / Consumers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitute Products
    • 4.6.5 Intensity of Competitive Rivalry
  • 4.7 Key Market Trends and E-Commerce Share of Total Retail
  • 4.8 Assessment of Macro Economic Trends on the Market
  • 4.9 Demographic and Socio-Economic Analysis
  • 4.10 Cross-Border E-Commerce Analysis
  • 4.11 Sweden's Position within European E-Commerce
  • 4.12 Investment Analysis

5. MARKET SIZE AND GROWTH FORECASTS (VALUES)

  • 5.1 By Business Model
    • 5.1.1 B2C
    • 5.1.2 B2B
    • 5.1.3 C2C
  • 5.2 By Device Type
    • 5.2.1 Smartphone / Mobile
    • 5.2.2 Desktop and Laptop
    • 5.2.3 Other Device Types
  • 5.3 By Payment Method
    • 5.3.1 Credit / Debit Cards
    • 5.3.2 Digital Wallets
    • 5.3.3 BNPL
    • 5.3.4 Other Payment Method
  • 5.4 By B2C Product Category
    • 5.4.1 Beauty and Personal Care
    • 5.4.2 Consumer Electronics
    • 5.4.3 Fashion and Apparel
    • 5.4.4 Food and Beverages
    • 5.4.5 Furniture and Home
    • 5.4.6 Toys, DIY and Media
    • 5.4.7 Other Product Categories

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves (MandA, Marketplace Launches, Same-Day Logistics)
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles {(includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)}
    • 6.4.1 NetOnNet
    • 6.4.2 Elgiganten
    • 6.4.3 Webhallen Sverige AB
    • 6.4.4 Zalando SE
    • 6.4.5 Apotea AB
    • 6.4.6 Adlibris AB
    • 6.4.7 H and M Hennes and Mauritz AB
    • 6.4.8 Amazon Sweden (Amazon.se)
    • 6.4.9 IKEA Retail AB
    • 6.4.10 Coop Sverige AB
    • 6.4.11 CDON AB
    • 6.4.12 Boozt AB
    • 6.4.13 Dustin Group AB
    • 6.4.14 MatHem i Sverige AB
    • 6.4.15 Clas Ohlson AB
    • 6.4.16 Lyko Group AB
    • 6.4.17 Gymgrossisten Nordic AB
    • 6.4.18 Jollyroom AB
    • 6.4.19 Stadium AB
    • 6.4.20 Kronans Apotek AB

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-Space and Unmet-Need Assessment
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Sweden E-commerce Market Report Scope

Conducting an e-commerce business means fostering relationships and selling information, services, and goods over computer communication networks. E-commerce usually refers to trading goods and services over the internet, which means broader economic activity. E-commerce consists of B2B and B2C and internal organizational transactions that support these activities.

The study also tracks the key market parameters, underlying growth influencers, and major vendors operating in the industry, which supports the market estimations and growth rates over the forecast period in Sweden. The study further analyzes the overall impact of COVID-19 on the ecosystem. The scope of the report encompasses market sizing and forecast for segmentation by B2B and B2C, in which the B2C channel is further segmented by application.

By Business Model B2C
B2B
C2C
By Device Type Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
By Business Model
B2C
B2B
C2C
By Device Type
Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method
Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category
Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
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Key Questions Answered in the Report

What is the current size of the Sweden e-commerce market?

The Sweden e-commerce market is worth USD 14.83 billion in 2025 and is on track to reach USD 19.58 billion by 2030.

Which segment holds the largest Sweden e-commerce market share?

B2C sales dominate with 71% of market revenue in 2024, reflecting strong consumer trust in direct-to-consumer platforms.

How fast is mobile shopping growing in Sweden?

Smartphones command 59% of transactions and are set to grow at 8.21% CAGR through 2030 as 5G coverage and biometric checkout become ubiquitous.

Why are BNPL services popular in Sweden?

BNPL combines flexible instalments with strict regulatory oversight that keeps default rates low, helping the payment option expand at a 7.06% CAGR in high-ticket categories.

How are logistics providers tackling last-mile congestion?

Operators deploy cargo-bike micro-hubs and expand locker networks, reducing emissions and sidestepping vehicle restrictions in historic city centres.

What impact will the EU Digital Product Passport have on Swedish e-commerce?

Mandatory product passports will boost resale confidence and data transparency, accelerating the growth of re-commerce platforms ahead of the 2027 enforcement deadline.

Page last updated on: June 26, 2025

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