Cross-border e-commerce in Sweden, spring 2025 🇸🇪
Swedes shop online from abroad less frequently than their Nordic neighbours. Sweden’s more mature e-commerce market offers a wider selection of domestic options, reducing the need for cross-border purchases.
While monthly shopping remains the most common frequency for international pur- chases, the distribution is more evenly spread than domestic online shopping. One reason to why Swedish consumers shop less from abroad than other Nordic consumers is the weak Swedish currency. Another reason is that Sweden has the most mature and largest e-commerce market in the Nordics, reducing the need for consumers to shop from abroad.
When shopping from abroad, an increasing proportion likes to shop from Amazon, while both Temu and Zalando have decreased in popularity since 2024.
This suggests that consumers are shifting their focus from the lowest price to other factors such as shorter delivery times. One explanation to this is an increasing purchasing power due to a more positive economic outlook.
