The Swedish e-commerce market has increased only a little during last year, being worth 14.5 billion euros at the end of 2017. This means an increase of 4.1 percent, just 400.000 euro compared to 2016. This is what can be concluded in the Swedish e-commerce report by the E-commerce Foundation, focusing on 2017. While growth is only small, it still surpasses what was expected for 2017 by some research institutions. For 2018, the market is expected to grow to 16.2 billion euros, increasing 15.4 percent.
According to the report, about 81 percent of the total online population in Sweden are e-shoppers. This means these people have been buying online at least once in the last year. It is expected that this percentage will rise to 86 percent in 2018. On average, an online Swedish shopper spent 1,862.12 euros last year. The category that is most popular for online shopping, based on data from Statista, are (children’s) items and toys, which showed a 23 percent growth last year. Other fast-growing categories are building materials (+21 percent), groceries (+19 percent) and home decor and furniture (+18 percent).