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~ PostNord ~

makes it a bit difficult to predict how big it actually will be cumbersome and expensive goods. Many of the players
able to be online. However, at the moment it seems likely have showrooms to be able to help consumers with their
that the e-commerce share in the pharmacy sector will purchasing decisions.
keep growing in the coming years.
IKEA, for example, works by supplementing their
Sector development: Books & Media department stores and its e-commerce with smaller
In 2024, the trend within the books &media sector showrooms in city locations.
shifted from negative to positive and the full years ‘growth
amounted to 2 percent. This positive development takes Black week & Christmas in the rearview mirror
place at the same time as the sales of printed books, 2024´s Black Week and Christmas shopping can be
especially non-fiction, is declining. This signals that other described using two themes: long promotional periods
product categories play an increasingly important role for and reduced discounts. Despite a slightly reduced buying
online booksellers. Today, the product range include a lot pressure in 2024, Black Friday is still the day of the year
more than books. Many actors are selling everything from when most online orders are placed. For example, the
puzzles and crafts to yarn and board games. beauty products company Lyko saw a peak between 8:00
p.m. and 23: p.m. on Black Friday with more than two
The movement from the core business makes also this orders per second. The frequent and extended campaign
segment more trend-driven, two of these trends that periods, which now take place from October to the end of
influence the segment are painting and handicrafts. The December, sets high demands on e-tailers ´promotional
widening of the assortment creates opportunities for the offers. Among other things, it will be tough for them to
industry, but it also risks increasing competition from maintain profitability and at the same time offer discounts
foreign low-cost operators. over a long period of time. This is something that was
noticeable during the Christmas mid-day sale were
Sector development: Home electronics discounts were subdued compared to the year before.
The home electronics sector had a challenging
development during 2024. The year started with zero Another challenge is that Black Week and Christmas
growth but then went negative again. This was the third shopping continues to become more integrated with each
consecutive year with a negative growth and the full-year other. The Christmas gift shopping was close to 40 percent
development landed on -1 percent. The capital-intensive of e-commerce during Black Week, which shows that
sector are one of those worst affected by the recession that online consumers foresight is better than ever. ••
has been ongoing during the last years. Sales have declined
in both physical and digital channels, which has pushed
the already low margins in the segment. There is also an
interest in buying home electronics from low-cost players.
According to the e-barometer Q1 2024, home electronics
was the second most common product category to buy
from China.

The campaign periods that characterize the final quarter of
the year is usually very important for the home electronics
segment. Since this is a capital-intensive category, many of
the purchases are being made during Black Week and are
carefully planned by the consumers.

Sector development: Furniture & Interior decoration
The home furnishing sector has had a varied development
between quarters. However, the year ended on top, and
the growth for the full year amounted to 4 percent. In ABOUT THE E-BAROMETER FULL YEAR REPORT 2024:
2025 there are signs that the housing market will see In collaboration with HUI Research, PostNord follows the Swedish retail
an increased activity, which in the long run can give development within e-commerce. The e-barometer is published once a
the furniture segment a much-needed lift. Until then quarter and is based on four consumer surveys and one business survey.
it is expected that consumers will continue to spend
more money on interior decoration than on the more E-commerce is defined in the e-barometer as internet sales of physical
capital-intensive furniture segment. This sector is one of goods which is delivered to your home, to a delivery point or picked up in
those where it can be particularly rewarding to develop store or warehouse by the consumer.
an omnichannel offer. Especially when it comes to

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