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PostNord E-barometer – modest growth in Sweden the first quarter of the year

While better times may be ahead, this is not yet fully reflected in e-commerce. Growth for the quarter is admittedly positive, but only amounts to a modest one percent. One trend continues to be clear; sector development varies widely. The rising star, i.e. the pharmacy sector, is still witnessing impressive figures, but not as strong as in previous quarters, while the building products sector is continuing its strong downward trend.

China is now the largest foreign market for Swedish online consumers

This quarter saw a strong rise in online purchases from China, which now tops the list. The two Chinese low-cost giants Temu and Shein have exploded in popularity, and it is largely thanks to these companies that China has been able to achieve this position.

Circular models integral part of future e-commerce

More than half of consumers currently use circular services online. Second hand is the most commonly used option, with the younger age group standing out in this regard. Seven out of ten consumers aged 18-29 shop second hand, above all fashion. Due to the current situation in the economy, greater willingness to act sustainably, circularity is becoming a significant part of e-commerce.


With E-barometern, PostNord monitors and analyzes e-commerce development in the Swedish retail industry, in cooperation with Svensk Handel and HUI Research. The E-barometer is published quarterly and is based on four consumer surveys and one survey with e-commerce companies  

Download the full report (EN)