The strong start to the e-commerce year continues, with total growth of 8 percent according to the latest edition of PostNord’s E-barometer. For the second quarter in a row, growth is increasing across all industries. Behind this trend is a Swedish economy that is performing better than it has in several years, as well as new AI technology that has contributed to increased e-commerce in industries where e-commerce has previously been more limited..
– For the first time in a long while, the question isn’t whether e-commerce will recover, but how quickly it can grow. Conditions are changing in everything from new customs regulations to shifting consumer behavior and AI, says Ylva Staszewski, head of the Parcel business area at PostNord Sweden.
The report shows how e-commerce has become a natural part of consumers’ everyday lives, not least because even more complex goods are now being purchased online. This trend is most evident in industries that previously struggled to adapt to digitalization but are now showing strong growth. One example is the construction industry, where the barrier to purchasing complex materials has been lowered thanks to new AI tools that help customers with research, planning their projects, and estimating material requirements.
AI has also become an important tool for many consumers when it comes to finding inspiration and making comparisons, especially early in the buying journey. Paradoxically, it’s still the human factor that tips the scales when it’s time to click the “Buy” button. Half of consumers say that traditional customer reviews are the most important factor when it comes to choosing the right product.
– What we’re seeing is that security has become a hard currency. E-commerce used to be all about making checkout as fast as possible. Today, we’re seeing a shift where consumers have become more critical of sources. As many as 37 percent say they have abandoned a purchase due to security concerns. At the same time, 61 percent say that verification requirements—such as BankID—are the single most important factor in making them feel secure enough to complete a purchase. E-retailers that do not offer this ”secure friction” will lose customers, says Ylva Staszewski.
There is a clear breadth to the recovery. The fact that even capital-intensive and cyclical industries such as construction, furniture, and consumer electronics are showing growth is a very strong signal.
“The money is there again, but as the report shows, it’s only spent with companies that succeed in building unwavering trust throughout the entire purchasing journey,” says Ylva Staszewski.
