Most purchased products online in Sweden 2023

In 2023, around 31 percent of Swedish shoppers reported buying goods from pharmacies online, making it the most popular e-commerce product category in the Northern country. Fashion was second, with approximately 30 percent of online shoppers buying clothes or shoes every month on average. It appears that buying alcohol via the internet is the least popular thing for Swedes, as only three percent of them did so on a monthly average in 2023.

 Where do Swedish e-shoppers purchase from?

     Apotea was the most frequently used web-shop for physical goods in Sweden in 2019. Over 3,000 Swedish people were asked which web-shop they used and 15 percent of them answered Apotea in 2019. Six percent of respondents did their purchase on Zalando. Well-known international web shops, such as Wish, eBay and Amazon were used by two percent of people, each.

 Online shopping in Sweden 

     E-commerce is gaining popularity among Swedish consumers.   The e-commerce turnoverin Sweden peaked in 2019, amounting to 87 billion Swedish kronor and was expected to increase up to nearly 116 billion kronor in 2020. The store having the right product selection was the most common reason to repeat purchases online in Sweden in the first quarter of 2018, according to over 70 percent of the interviewed.  Regarding preferred payment methods, debit or credit card led the ranking list, with 33 percent of respondents’ vote.