E-barometer 2025 - Annual Report
Get the latest insights into what shaped Swedish e-commerce in 2025. This year’s E-barometer annual report explores the rise of omnichannel, growing international shopping, and how AI is reshaping the buying journey and redefining the opportunities ahead.
Key highlights
2025 was a record year for e-commerce as showed growth of 10 percent compared to the previous year. Online sales amounted to SEK 153 billion, which exceeds the previous record from 2021.
About the E-barometer
The E-barometer Annual Report 2025 provides a comprehensive overview of what shaped Swedish e-commerce during the year. Combining consumer data, market analysis and insights from industry representatives, it examines the Top 20 favorite online stores, the continued rise of omnichannel retail and growing international shopping.
The report also explores how AI is reshaping the buying journey, how the digital shopping cart is becoming more strategic, and which trends and challenges are expected to influence e-commerce development in 2026.
Enjoy reading!
Ylva Staszewski
Head of Business Area Packages, PostNord Sweden
