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MIXED

EMOTIONS

AMONG SWEDISH

E-TAILERS

Text: Olof Källgren // Photos: iStock

In 2021, Swedish e-commerce reached its peak so far and generated revenue of 146 billion
SEK. It was, of course, partly an effect of the then prevailing pandemic, but even the years
before Covid saw impressive annual growth. 2022 was the first year that negative growth
could be observed in Swedish e-commerce, even if -7% is not a dramatic drop as the numbers
were compared to the peak year of 2021. The e-barometer report PostNord, in cooperation

with the Swedish Trade Association and HUI Research, monitors and analyses e-commerce
development in the Swedish retail industry. The e-barometer is published quarterly and is
based on five consumer surveys and one survey with e-tailers. So, let’s have a look at what the
e-barometer report for the first quarter of 2023 has to say about the current state of Swedish
e-commerce and how the quarter turned out for a few different product categories.

bnormal: The new normal? spent on housing costs. For e-tailers, this means a precarious
The global economy has, in recent years, been situation when trying to reach consumers who now hold their
Ainfluenced by several external factors on a societal wallets much tighter than before. It will be more important
level, such as the pandemic and war, and in trade, existence than ever to focus on the needs of both existing and future
has been marked by container shortages and shortages in customers.
the global supply chain. Together, these factors have laid the
foundation for today’s major challenge, inflation. Hard times for home furnishing and building material
The first quarter of 2023 showed approximately the
Inflation is in many countries at a level that leaves a strong same negative growth as the full year of 2022, -6%. Two
impact on consumers. In order to reduce inflation, countries of the categories that have had it the toughest are the
must drive a tighter monetary policy. In Sweden, the key building material industry, as well as furniture and interior
interest rate was raised to 3.75% in late June, and the forecast decorating. The categories are both strongly affected by
is that it will probably be raised again soon. For trade, which the reduced activity in the housing market, and more
is already struggling with growing challenges such as higher consumers are waiting to make capital-intensive purchases.
purchase prices, higher interest rates mean another strain as Within both segments, a clear pandemic boost was also
a greater proportion of household disposable income will be obvious when a lot of people bought new furniture and

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