E-barometer 2025 - Q2
Get the latest insights on how Sweden consumers shop, pay, and choose delivery in 2025. Our E-barometer report highlights shifting behaviors, and growing demand for sustainable options.
Key highlights
E-commerce continued to develop strongly during the second quarter of the year which, like the first quarter, grew by 9 percent.
About the E-barometer
The E-barometer presents e-commerce developments based on data from Swedish online retailers, combined with an analysis of broader market trends across nine e-commerce sectors. In this year’s second E-barometer report, we highlight differences in purchase journey behavior between experienced and inexperienced consumers.
For the report, we interviewed eight leading payment providers and six returns companies to understand how demand for payment solutions and returns is evolving. Both payments and returns are moving toward greater choice, simplicity, and sustainability, while AI and automation are expected to play a central role. Håkan Löfgren, Google’s Industry Manager for Retail, explains how online retailers can boost sales by focusing on four key behaviors, known as the “Four S’s.”
