Final yr, on-line gross sales in Sweden elevated 10 % in comparison with the yr earlier than. In complete, ecommerce reached roughly 14 billion euros (153 billion Swedish Kronor). That is the best turnover ever recorded within the nation.
These information come from the newest version of the E-barometern report from PostNord, a logistics supplier within the Nordics. The report focuses on the ecommerce market in Sweden. The corporate collected info from 101 on-line retailers.
‘Report-breaking yr’
In response to the report, 2025 was a record-breaking yr for Swedish ecommerce. The earlier highest turnover was reached in 2021, with 146 billion Swedish Kronor (round 13.4 billion euros). The turnover of 153 billion Swedish Kronor (14 billion euros) final yr, is the best that the web market has ever reached.
In comparison with 2024, on-line gross sales elevated 10 %. The entire on-line turnover reached 140 billion Swedish Kronor in 2024. This comes all the way down to 12.9 billion euros.
On-line gross sales per sector
When analyzing on-line retailers by trade, seven out of eight sectors measured within the report confirmed constructive progress. It turns into clear that pharmacies have grown so much final yr. Their progress charge was 18 %. The sector reached a turnover of 1.6 billion euros (17.4 billion Swedish Kronor). The sectors on-line share additionally elevated, from 23 to 26 %.
Pharmacies and the class furnishings and residential furnishings each grew 18% when it comes to gross sales
For the primary time for the reason that pandemic, pharmacies confronted competitors for the highest‑progress place. Furnishings and residential furnishings additionally elevated 18 % in 2025, though from a decrease start line. This class reached internet gross sales of 860 million euros (9.3 billion Swedish Kronor). The sector’s on-line share elevated barely, from 13 to fifteen %.
House electronics stays the class with the best ecommerce penetration: 51 % (in 2024, it was 49 %). Total, the web share of retail in Sweden was 15 % final yr. This can be a slight improve in comparison with 2024, when the web share was 14 %.
