Cross-border shopping marketplaces in Sweden - spring 2026 🇸🇪
Around 6 in 10 Swedes have made an online purchase from abroad during the past year. Even tough the share is slightly lower than last year, Swedish consumers often opt to shop from international marketplaces.
According to Paketindex, 1 out of 4 online packages came from abroad in 2025, an increase with 32 percent since 2024. Even though the domestic market is mature, international platforms remain attractive due to their wide assortment and low prices.
Swedes are also becoming less frequent with their purchases from abroad. Shopping less often than quarterly has become more common since last spring, suggesting that consumers may be more selective in their cross-border purchases.
Since last spring, Temu has surpassed Zalando as the second most favored international marketplace, indicating that price remains a key driver of cross-border e-commerce. The United States has also climbed in the rankings and slightly surpasses Denmark at 10 percent, placing it among the top three countries Swedes shop from online. One explanation could be that US trends spread quickly through TikTok, and Instagram, influencing Swedish consumers to purchase products directly from US retailers or brands.
