The latest E-Barometer shows that e-commerce grew by 9 percent during the first quarter of the year. This is the highest increase since 2021, the pandemic year, when e-commerce peaked.
The PostNord report shows growth in seven of the eight industries studied. The pharmacy sector continues to perform strongly, with a 24 percent increase. The home improvement sector is also rebounding after a prolonged period of headwinds and is posting its first positive quarter in three years (+8 %), and the government’s temporary increase in the ROT tax credit may give the sector a further boost. At the same time, e-commerce is taking market share from brick-and-mortar retail—a clear sign of a shift in consumer behavior.
“E-commerce is doing well despite a global environment marked by geopolitical tensions. The fact that growth is this strong shows that digital commerce is firmly rooted in the daily lives of Swedish consumers,” says Ylva Staszewski, acting head of the Parcel business area at PostNord Sweden.
Interest in international e-commerce remains high. Nearly half of Swedes have shopped from abroad in the past year. China continues to dominate in this area, while Germany is losing market share. At the same time, the report shows that sustainability is becoming an increasingly important issue for Swedish e-commerce consumers—which contributes to a mixed picture. The percentage of consumers making conscious choices based on sustainability, the environment, and working conditions has increased by 12 percentage points—after remaining unchanged for several years.
“We’re seeing a dual consumer landscape—one that’s both more conscious and more price-driven. E-commerce reflects people’s different priorities,” says Ylva Staszewski.
The trend in international e-commerce has been on the rise across all age groups since 2019, but for the first time, the data shows that young people are bucking the trend and shopping less online from abroad.
“The growing secondhand trend among young people is a clear explanation. They’re looking for unique and affordable products—but these days they often find them right here at home,” says Ylva Staszewski.
The older generation is moving in the opposite direction, with four out of ten people aged 65–79 making their most recent international purchase from China—a figure that is significantly higher than in other age groups.
The E-Barometer has been published since 2006 and tracks Swedish e-commerce using data directly from Swedish e-retailers and a consumer panel consisting of 5,000 individuals.
