E-barometer 2025 - Q2
The report shows how Swedish consumers shop, pay, and choose delivery, covering payments, deliveries, and returns, while highlighting differences between experienced and inexperienced shoppers.
Key highlights
The Swedish economy is continuing to recover cautiously, but the situation remains uncertain. Household purchasing power has been boosted somewhat through lower inflation and reduced interest rates, leading to more stable growth in real salaries, but consumers remain hesitant.
Delivery trends and insights
More consumers are choosing parcel lockers over other delivery methods. In just one year, usage grew from 15 to 17 percent. The report uncovers even more insights into how this trend is reshaping delivery preferences.
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.”
