Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | €40.1 billion | |
| E-commerce Penetration | 71.5% | of total retail |
| Cart Abandonment Rate | 73.0% | |
| Mobile Commerce Share | 56.5% | of e-commerce GMV |
| Average Order Value | €88.20 |
Overview
Sweden's e-commerce market is mature and continues to expand, driven by high consumer trust, efficient logistics, and a strong preference for online shopping. It represents a significant portion of overall retail sales.
Breakdown
- Top E-commerce Categories (2026): Electronics (€11.5B), Fashion (€10.0B), Home Goods (€6.4B), Toys & Hobbies (€4.0B), Beauty & Personal Care (€3.7B)
- Payment Mix (2026): Klarna/Direct Payment 45%, Credit/Debit Cards 30%, Swish 15%, Bank Transfers 10%
- Cross-Border E-commerce Share: 23%
Outlook
Sweden's e-commerce GMV is expected to see steady growth, supported by ongoing digitalization and a robust online retail infrastructure. Reducing cart abandonment and optimizing mobile checkout experiences will be key focus areas.
Sources: industry surveys, platform filings, and modeled estimates for 2026