Sweden

Sweden

General Information

  • Population 10.1m
  • Population 15 + 8.6m
  • Online Population 9.9m
  • Area 450,295 km2
  • Currency SEK
  • GDP 537,6bn USD
  • GDP per Capita 51,796 USD
  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"30"},{"label":"Cash-based payments","value":"1"},{"label":"Bank transfer","value":"22"},{"label":"Wallets","value":"16"},{"label":"Other","value":"31"}]
Banked population
  • Sweden 100%
  • Western & Central Europe 94%
  • World 67%
Credit card penetration
  • Sweden 45%
  • Western & Central Europe 46%
  • World 19%
Internet penetration
  • Sweden 98%
  • Western & Central Europe 91%
  • World 62%
Smartphone penetration
  • Sweden 84%
  • Western & Central Europe 75%
  • World 70%

Sustainability is very important to Swedes when they research products online, particularly for women aged 65 to 79 years old. 60% of this age group report always keeping sustainability in mind when shopping online.

Food and grocery shopping online was not particularly popular before the pandemic. But in 2020 this category of e-commerce rose by 14% and is expected to remain 8% higher than it was in 2019, even if this category is not in the top 5 list yet.

Sweden’s economy dropped by 2.8% in 2020 but is forecast to grow by 3.1% in 2021 and 3% in 2022 according to the IMF. Inflation also rose in 2020 by 0.7% and is expected to rise by 1.5% in 2021 and by 1.2% in 2022.

Future e-commerce trends (2021-2025)

E-Commerce market size forecast ($US billion)
2021 36.6
2022 46.0
2023 53.2
2024 60.4
2025 67.6
E-Commerce spending per capita ($US)
2021 3682
2022 4350
2023 4998
2024 5638
2025 6268
E-Commerce spending as % of GDP
2021 6.2
2022 7.0
2023 7.8
2024 8.6
2025 9.2

Sweden

The E-Commerce Market

Top e-commerce segments 2019 | 2020

  1. Airlines & Hotels: 44% | 30%
  2. Health & Beauty: 14% | 21%
  3. Electrical Goods: 17% | 15%
  4. Toys, DIY, & Hobbies: 8% | 13%
  5. Homeware & Furniture: 6% | 11%

Cross-border e-commerce

  1. Cross-border proportion of total e-commerce – 12%
  2. Value of cross-border e-commerce ($US billion) – 4.0
  3. % of online shoppers who have shopped cross-border – 49%

Top 3 cross-border shopping origin markets

  1. China: 32%
  2. UK: 19%
  3. Germany: 15%
E-commerce % of total retail
  • Sweden 20%
  • Western & Central Europe 17.6%
  • World 20%
E-commerce completed on a mobile device
  • Sweden 49%
  • Western & Central Europe 43%
  • World 53%

The Credit Card Split

  • Visa
  • Mastercard
  • American Express
[{"label":"Visa","value":"39"},{"label":"Mastercard","value":"59"},{"label":"American Express","value":"2"}]
  • E-commerce market size ($US billion) 34.6bn USD
  • E-Commerce spending per capita ($US) 3,324 USD
  • E-commerce spending as % of GDP 5.8%

The information on our Insights pages has been compiled by us in cooperation with Datamatics and Wright & Brown. The data shown is partially owned by us and partially owned by GlobalData. © 2021 by PPRO Financial Ltd. No data and information can be used for any further publication without the explicit approval of PPRO.

Sweden

Local Payment Methods

BitPay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Hyperwallet Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PayPal Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PaysafeCard Type Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PaysafeCash Type Cash Regions Eastern Europe & the CIS, North America + 1 Paysera Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High SEPA Direct Debit Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High Skrill Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Trustly Type Bank transfer Regions Eastern Europe & the CIS, North America + 1 Market relevance High TrustPay Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Allied Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High UnionPay Type Local payment card Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Apple Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Amazon Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, North America + 1 Market relevance High Boku Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High DaoPay Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Google Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Klarna Type Bank transfer, Buy Now, Pay Later, Instalments Regions Asia Pacific, North America, Western & Central Europe Market relevance High Masterpass Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Nordea e-betalning Type Bank transfer Regions Western & Central Europe Market relevance High Razer Gold Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Samsung Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High SEPA Credit Transfer Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High SWIFT Type Bank transfer Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Swish Type Wallet Regions Western & Central Europe Market relevance High Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium SEPA Instant Credit Transfers (SCT Inst) Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance Medium Ålandsbanken Type Bank transfer Regions Western & Central Europe Boloro Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 G2A Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Handelsbanken Type Bank transfer Regions Western & Central Europe Microsoft Pay Type Wallet Regions North America, Western & Central Europe NETELLER Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Paylevo Type Buy Now, Pay Later Regions Western & Central Europe Siru Mobile Type Carrier billing Regions Western & Central Europe Zimpler Type Wallet Regions Western & Central Europe Splitit Type Instalments Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3

Search for another region or country