E-barometer Q1 2025 Highlights
E-commerce growth rebounds
Swedish e-commerce grew by 9% in Q1 2025, the strongest quarterly performance since 2021. This growth was seen across nearly all categories, with pharmacy, sports & leisure, and furniture & home furnishings leading the way. Only books and media saw a decline.
Economic recovery with uncertainty
The year began with optimism, but international turbulence, rising tariffs, and global instability have tempered expectations. Consumers remain hopeful thanks to improved purchasing power, but external conditions may still impact the pace of recovery.
Sector performance
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Pharmacy: 24% growth, the highest across all sectors, driven by lower prices and demand for beauty products
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Sports and leisure: 10% growth as seasonal and event-driven purchases boosted the sector
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Furniture and home furnishings: 10% growth fueled by upcycling trends and home personalization
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Clothing and footwear: 9% growth with continued stability and new C2C platforms emerging
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Building products: 8% growth, marking a positive turn after three years of decline, supported by the ROT deduction increase
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Home electronics: 6% growth as recovery begins despite global trade concerns
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Groceries: 2% growth with ongoing innovation in packaging and logistics
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Books and media: -1% contraction, challenged by competition from streaming and social media
International e-commerce shifts
China remained the top country from which Swedes made online purchases, surpassing Germany. However, higher tariffs and a weak Swedish krona have increased total costs, including customs and shipping. Temu’s upcoming warehouse in Sweden may reduce delivery times going forward.
Circular economy still underused
Only 3 percent of consumers buy second-hand items from traditional e-retailers, the same as last year. Platforms like Plick see room for growth, especially if trade disruptions make new products more expensive.
Sustainability matters
A majority of consumers aim to make conscious choices when shopping online. However, behavior varies by category. Electronics and clothing, where imports dominate, show a gap between sustainable intention and action.
New category insight: Beauty and Health
This quarter added insights on the beauty and health sector. Many new brands start direct to consumer, often led by influencers. Some are now expanding into physical retail through pop-up stores or flagships, reflecting a trend from digital to physical presence.
Key takeaway
After several years of volatility, Swedish e-commerce is showing resilience. Still, global trade tensions and economic pressure continue to influence both retail strategy and consumer behavior. Flexibility, innovation and customer experience remain essential.
