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Amazon and e-commerce in Sweden


Sweden is a highly digitized country, especially when it comes to online retailing. Some major players in the German and European online sector originate in Sweden: IKEA, H&M, Spotify and payment provider Klarna.

Short Facts

Payment methods

The most popular payment methods are Swish and Wallet apps.

E-commerce Turnover

In Sweden, the market share of e-commerce is just under 14%.


Consumers from 20 - 50 years of age represent the largest buyer group.


The e-commerce industry expects a 10% increase by 2027.

E-commerce in Sweden

The largest e-commerce platforms are Netonnet, Elgiganten, Apotea, Wish followed by Amazon.

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Overall, e-commerce is clearly playing a significant role in Sweden and is widely used by consumers. Despite its very demanding consumers, the Scandinavian e-commerce market is a market with high potential and rapid growth. Most Swedes shop often and a lot on the Internet and are also open to foreign retailers.

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