Swedish online shopping behavior, spring 2025 🇸🇪
Overall, Swedes have become more frequent online shoppers compared to last year. With the Swedish economy strength-ening during last year, consumer confidence is increasing, which is one explanation for Swedes’ increased online shopping frequency.
Swedish consumers shop online more fre-quently than in 2024, and online shopping is a more common activity in Sweden than in any other Nordic country. One explanation is that the Swedish consumers’ economy strengthened during last year, which is start-ing to increase both consumer purchasing power and confidence. With higher dispos-able incomes, Swedes are more willing to spend money on both essential and everyday online purchases.
Sweden is the only Nordic country where groceries rank among the top three most bought product categories online. However, groceries and home electronics are closely tied as the third most purchased product category in Sweden – a pattern also seen in Denmark and Finland. In Norway, however, the gap between the two is slightly larger. One reason for the increased share in Sweden is that as economic confidence grows, consumers are generally more willing to pay for services that save them time.
