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~ PostNord ~

NEW REPORT FROM POSTNORD:

2024 A YEAR OF RECOVERY

FOR SWEDISH E-COMMERCE

Text: Olof Källgren // Photos: PostNord

For the first time in three years, Swedish e-commerce shows a positive growth, with an
increase of 5 percent for the full year 2024, as shown in a new report from PostNord.
Compared to the negative growth figures during both in 2022 and 2023 this marks an
important step towards a more stable line of development. When 2024 is to be summed up,

it is with a more positive tone than in a long time. The majority of e-commerce sectors had
a positive development. 2024 started a bit strained but the economy gradually improved
during the year. A more stable financial situation for households, together with reduced
interest rate pressure, contributed to providing both consumers and e-tailers a bit more of
financial freedom.

he discount trade from abroad has become a example, Temu´s app was the most downloaded of all in
favourite Sweden in 2024, and according to Swedish Trade Council
TThere is both stability and changeability as one out of five Swedish online consumers planned to buy
far as Swedes are concerned when it comes to favourite Christmas gifts from Temu or Shein.
online retailers. Like last year, the big players Apotea,
Amazon and Zalando top the list of consumers ´favourite The second trend is the high interest in second hand and
sites. Common to these players is that they have a large circular economy. Fashion and footwear are what most
range, competitive prices and well-developed e-commerce consumers buy pre-used, and a lot of traditional fashion
solutions. The top three companies are also stable over retailers are trying to come up with new business models
time, which shows that those who have found solid and for circular trade.
workable e-commerce concepts stand strong.
Sector development: Pharmacy products
For the first time, the Chinese discounts giants Temu and The online pharmacy industry continues to go forward
Shein also enter the list of the 20 most popular e-tailers for at full speed. During 2024, the growth in the sector was
Swedish consumers. China, as a cross-border destination, an impressive 20 percent. The strong growth online is
has grown in popularity in all quarters during 2024. not only noticeable through strong figures for the entire
Shopping from Chinese web sites is now popular in all age industry, but also through several companies having taken
groups. Above all among people over 50 years, where Temu significant steps forward during the year. For example, the
ranks as the fourth most popular. pure online player Apotea was listed on the stock market.
A clear trend within the segment is that companies have
Sector development: Clothing & Footwear started to include beauty products and influencer brands
The development in the clothing and footwear sector in their product range. This means that the sector is
was consistently positive during 2024, and the year´s becoming an increasingly trend-driven industry with a
growth amounted to 6 percent. However, apparel is focus on both external and inner health. This in turn poses
primarily driving the segment, while footwear sales are new demands on an industry that historically has been
still struggling. Swedish e-commerce´s two parallel, and relatively insensitive to trends and rapid changes when it
somewhat contradictory, trends from 2024 are particularly comes to consumer preferences.
significant for the clothing and footwear segment. The first
trend is Chinese low-price players. Consumers interest in The Swedish online pharmacy industry is well developed in
these companies is very high and continues to grow. For relation to its counterparts in many other countries. This

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