Most purchased products online in Sweden 2024

In 2024, around ***percent of Swedish shoppers reported buying goods from pharmacies online, making it the most popular e-commerce product category in the Nordic country. Fashion was second, with approximately ** percent of online shoppers buying clothes or shoes every month on average. It appears that buying alcohol via the internet is the least popular thing for Swedes, as only *****percent of them did so on a monthly average that year.

 Where do Swedish e-shoppers purchase from?

     Apotea was the most frequently used web-shop for physical goods in Sweden in 2019. Over ***** Swedish people were asked which web-shop they used and ** percent of them answered Apotea in 2019. Six percent of respondents did their purchase on Zalando. Well-known international web shops, such as Wish, eBay and Amazon were used by *** percent of people, each.

 Online shopping in Sweden 

     E-commerce is gaining popularity among Swedish consumers.   The e-commerce turnoverin Sweden peaked in 2019, amounting to ** billion Swedish kronor and was expected to increase up to nearly *** billion kronor in 2020. The store having the right product selection was the most common reason to repeat purchases online in Sweden in the first quarter of 2018, according to over ** percent of the interviewed.  Regarding preferred payment methods, debit or credit card led the ranking list, with ** percent of respondents’ vote.