Swedish online shopping behavior, spring 2024
Sweden has by far the highest online shopping frequency, since almost nine out of ten Swedes have been shopping online recently, and 88% do so every month. The frequency has increased in recent years. In a similar study from 2019, 70% said that they shop online every month.
Among 18-29-year-olds, 31% shop online at least once a week, compared to 23% of the 50-64-year-olds. There are also differences between genders, since 30% of the women in Sweden shop online at least once a week compared to 22% of the men.
Clothes, footwear and cosmetics account for more than half of the e-commerce purchases. Since 2019, the interest in buying books and media online has decreased. Back then, it was the third most common product to buy online for the Swedes.
