E-barometer Q1 2026

The definitive quarterly report on Swedish e-commerce. Q1 2026 brings the first industry-wide growth since the pandemic, new data on AI in the purchase journey, international trade patterns, and the rise of circular commerce.

What the data reveals this quarter

E-barometern Q1 2026 is based on four consumer surveys (3,001+ respondents), one retailer survey (96 companies), and published by PostNord in partnership with HUI Research.

Broad recovery, first since the pandemic

All eight sectors tracked by E-barometer grew simultaneously for the first time since the pandemic, a milestone signalling genuine momentum across Swedish e-commerce.

E-commerce development · p.5

Cross-border shopping stabilising

Nearly half of Swedes bought from foreign retailers in the past year. China leads (24%) with Germany second (17%). New EU tariff rules arriving this summer may shift the landscape.

International e-commerce · p.15

AI in everyday life, but not at checkout

41% of consumers use AI tools multiple times a week, but only 1 in 10 used AI during their most recent purchase. The gap between adoption and commerce is the defining tension of 2026.

AI · p.30

Pharmacy leads growth for another quarter

Online pharmacies continue double-digit growth despite high comparison figures. Groceries, vitamins and cosmetics are blurring category lines and driving innovation in fulfilment.

Sector development · p.6

Circular commerce is now mainstream

Half of all Swedish consumers used a circular offer online in the last quarter, buying, selling, renting or repairing. Second-hand platforms like Vinted, Sellpy and Plick lead the growth.

Circular e-commerce · p.36

Swedish retailers are exporting

60% of Swedish e-commerce companies now sell internationally. Norway, Denmark and Finland are the top three markets, and local adaptation at checkout is the #1 success factor.

International e-commerce · p.23

42 pages. 8 chapters.

A complete picture of Swedish e-commerce in Q1 2026, from macro conditions and sector-by-sector performance to international trade, AI adoption, and circular commerce.

Expert voices inside the report

Selling via Zalando also gave us an understanding of local regulations and consumer laws, which made it easier to take the next step.

Andreas Malmström

CCO, Bubbleroom

Scalable international expansion involves being disciplined. Believe in the product, avoid over-adapting too early and choose markets with reasonable conditions. Test, measure and adjust – and let customer behavior guide the next step.

Hanna Blixt

COO, RevolutionRace

Map of Sweden

Get the full E-barometer Q1 2026

42 pages of data, analysis, and expert insight on Swedish e-commerce. Published quarterly by PostNord and HUI Research. Free to download.