E-barometer Q2 2026
E-barometer Q2 2026 covers the consumer purchase journey, trust in payments, delivery and return preferences, and two scenarios for how the Swedish e-commerce market could develop through 2027.
What the data reveals this quarter
Based on five consumer surveys and one retailer survey conducted between May and September 2026, in partnership with HUI Research.
Broad growth holds for a second quarter
Every sector tracked by E-barometer grew again in Q2, pointing to sustained momentum rather than a single strong category.
E-commerce development · p.5
Reviews still outrank AI in the purchase decision
Half of consumers say customer reviews are the most important support for choosing the right product; AI tools are used at under 7% of purchase steps.
Purchase journey & payments · p.20
Payment doubts are costing checkouts sales
Nearly four in ten consumers have abandoned a purchase over payment security concerns; the single biggest reason for a dropped cart.
Payments · p.23
Parcel lockers keep gaining ground
Locker deliveries have climbed steadily since 2020, now used by nearly one in five consumers, while home delivery continues to slide.
Deliveries · p.28
Two paths to 2027
Under PostNord's optimistic scenario, the market passes SEK 183 billion by 2027; a more cautious path still sees continued growth, just at a slower pace.
Future scenarios · p.16
New tariffs reshape cross-border trade
Small-parcel imports from outside the EU fell sharply in July as new customs rules took effect, with longer-term effects still uncertain.
Outlook · p.4
Expert voices inside the report
You can make the customer journey much smoother without compromising on security.
Tobias Lindh
CEO, Adyen Nordics & Baltics
Companies with a first-party data strategy for AI tools are 1.5 times more likely to outperform their competitors.
Claes Eriksson
Head of Measurement, Google Nordics
