Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 9.8 million | |
| Digital Ad Spend | €12.8 billion | |
| E-commerce Penetration | 71.5% | of total retail |
| Mobile Commerce Share | 56.5% | of e-commerce GMV |
| Average Time Online | 6h 15m | per day |
Overview
Sweden possesses a highly advanced digital economy with widespread internet access and a mature e-commerce market. Digital advertising is a sophisticated and integral part of the marketing landscape.
Breakdown
- Digital Ad Spend by Channel (2026): Search Ads €5.1B, Social Media Ads €3.8B, Video Ads €1.9B, Other €2.0B
- E-commerce GMV (2026): €40.1 billion
Key E-commerce Segments: Electronics (€11.5B), Fashion (€10.0B), Home Goods (€6.4B) Outlook
The Swedish digital market is expected to experience continued growth, driven by high digital literacy and strong consumer adoption of online channels. Digital ad spending will likely remain concentrated on performance-oriented platforms.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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