Swedish e-commerce grew by a total of 7 percent in the first quarter of the year despite global uncertainty, and this growth is driven by exports. A full 60 percent of companies in PostNord’s latest E-barometer report that they sell to customers outside Sweden, and the number of export packages shipped increased by 23 percent during the quarter.
Last year, Swedish e-commerce reached a record high of 153 billion kronor. The first quarter of 2026 shows no signs of slowing down. PostNord’s E-barometer indicates that e-commerce continues to perform strongly despite a global environment marked by geopolitical uncertainty and increased disruptions in global trade flows. All eight sectors measured in the E-barometer reported growth during the quarter. This has not happened since the pandemic years, when e-commerce received a historic boost.
“This is a strong statement of strength and demonstrates the resilience and adaptability of Swedish e-retailers. For consumers, shopping online is simply a natural part of everyday life,” says Ylva Staszewski, Head of the Parcel Business Area at PostNord Sweden.
Books & Media, which had been performing poorly since the end of 2024, rebounded and grew by 6 percent. The upturn is driven in part by book sales, increased interest in book clubs, and stronger sales of non-fiction. Furniture & home furnishings, which was last year’s sales rocket, continues to perform strongly and grew by 11 percent. This trend goes hand in hand with increased mobility in the housing market, which has historically been a key driver for the category. The pharmacy sector once again accounts for the highest growth rate (13 percent), where e-commerce continues to gain ground and drive both volume and innovation.
Swedish e-commerce is expanding into export markets
Nearly half of consumers have shopped with foreign e-retailers in the past year. At the same time, Swedish e-retailers continue to expand internationally. Today, 60 percent of companies report that they sell to customers outside Sweden, and the number of export packages shipped increased by 23 percent during the quarter.
“Exports and international marketplaces are becoming increasingly important for Swedish e-retailers. At the same time, local adaptation is crucial to success in new markets,” says Ylva Staszewski.
The report also shows that AI is having a more significant impact on the purchasing process. By displaying products in the right context, the technology can reduce uncertainty and facilitate purchasing decisions, particularly in categories where visualization is especially important, such as clothing and furniture.
“Acceptance of AI varies significantly across different product categories, which makes transparency and trust crucial. Six out of ten consumers would like to see some form of labeling or certification indicating that AI is being used safely and responsibly in e-commerce,” says Ylva Staszewski.
