Swedish e-commerce consumer behavior - spring 2026 🇸🇪
Swedes remain among the most active online shoppers in the Nordic region. However, the share of consumers shopping online weekly has decreased from 29 percent in 2025 to 22 percent in 2026.
At the same time, the proportion of consumers making monthly online purchases has increased across all age groups. This suggests that purchasing behavior could becoming more planned as consumers shop less often and might more deliberate in their purchases.
Younger consumers continue to drive online shopping activity. Among 18–29-year-olds and 30–49-year-olds, close to three in ten shop online weekly. For younger consumers, digital channels are a natural part of everyday shopping and are often influenced by online inspiration and social media. Meanwhile, consumers aged 30–49 are typically in busy life stages, where online shopping offers a convenient way to manage everyday purchases, alongside inspiration from social media.
Clothes and footwear remain the most common online purchase category. This is particularly evident among younger consumers: 40 percent of 18–29-year-olds report that their most recent online purchase was clothing or footwear, highlighting the strong link between fashion consumption and digital shopping channels.
