Top List: Sweden's Best Online Stores – According to Consumers

Some of the companies at the top

The gap between sales and reviews.

After mapping Sweden's 100 largest e-commerce companies based on turnover, Ehandel.se has now investigated how the same companies perform when customers are allowed to rate them. The result shows a clear discrepancy between sales volume and customer satisfaction, with several smaller players outperforming the industry giants.

In the previously published Top 100 list, the e-commerce companies were ranked based on their revenue, with the Swedish fashion giant in an unchallenged first place. To provide a broader picture of the e-commerce landscape, Ehandel.se has now supplemented the data with customer reviews from Trustpilot. The mapping covers the 97 companies from the Top 100 list that have a page with reviews on the review site.

The ranking is primarily based on average rating. In the event of a tie, the proportion of answered negative comments decides, followed by the total number of reviews.

At the top of the list of companies with the highest customer satisfaction are Minprilla.se, followed by Svensktkosttillskott.se and Snusbolaget.se. All three show an average rating of 4.8. It also appears that the tobacco segment performs well generally when it comes to maintaining high customer satisfaction, with several representatives in the absolute top.

Major Shifts

When the sales list is compared to customer ratings, clear shifts emerge. The most notable rise is for Snusme.com. The company is ranked 97th in turnover, but climbs to 5th place in terms of customer satisfaction.

At the opposite end is H&M. The company that tops the turnover list lands in 94th place out of 97 when customers have their say, which represents a negative gap of 93 positions.

Boozt and Royaldesign Stand Out

When the data is broken down further, several interesting patterns emerge regarding how e-commerce companies handle their customer service. Boozt.com is the company that stands out the most in pure volumes. With 388,548 reviews, they maintain an average rating of 4.4 and a response rate of 98 percent on negative comments.

In a comprehensive overall assessment – taking into account both ranking on the turnover list, customer ratings and response rate – Royaldesign.se takes a leading position. They combine a 46th place on the turnover list with a 37th place in customer ratings, and have also responded to 100 percent of their negative reviews (based on just over 40,000 reviews in total). Minprilla.se and Bangerhead.se closely follow in the overall assessment.

Top 100: Sweden's E-commerce Companies with the Highest Customer Ratings

Place	E-commerce	Trustpilot	Top 100	Reviews
1	Minprilla.se	4.8	85	22569
2	Svensktkosttillskott.se	4.8	78	12886
3	Snusbolaget.se	4.8	14	18253
4	Dack365.se	4.7	79	19705
5	Snusme.com	4.6	97	3554
6	Willabgarden.se	4.6	58	7016
7	Proffsmagasinet.se	4.6	40	43928
8	Rugvista.se	4.6	52	14705
9	Photowall.se	4.6	76	7667
10	Nordicfeel.se	4.6	53	18783
11	Jotex.se	4.5	80	19122
12	Mmsports.se	4.5	84	18584
13	Partykungen.se	4.5	92	1699
14	Ridestore.se	4.5	27	856
15	Ellos.se	4.5	9	50557
16	Lensway.se	4.5	43	14427
17	Nordicnest.se	4.5	13	76440
18	Maxgaming.se	4.5	77	1285
19	Bga.se	4.5	66	9825
20	Kidsbrandstore.se	4.5	71	22833
21	Carepa.se	4.5	86	30
22	Bangerhead.se	4.4	67	23954
23	Boozt.com	4.4	3	388548
24	Bubbleroom.se	4.4	64	2186
25	Dustin.se	4.4	2	864
26	Tretti.se	4.4	54	6764
27	24mx.se	4.4	22	14477
28	Parfym.se	4.4	95	55584
29	Vitvaruexperten.com	4.4	98	570
30	Mio.se	4.4	34	4098
31	Proteinbolaget.se	4.3	99	4312
32	Skanskabyggvaror.se	4.3	68	1237
33	Caiacosmetics.se	4.3	51	5071
34	Teknikdelar.se	4.3	47	62510
35	Clasohlson.se	4.3	20	4092
36	Bygghemma.se	4.3	24	30102
37	Royaldesign.se	4.2	46	40206
38	Strongerlabel.com	4.2	89	12304
39	Footway.se	4.2	44	8227
40	Hatstore.se	4.2	74	1538
41	Matsmart.se	4.2	49	28899
42	Power.se	4.2	30	61620
43	Cellbes.se	4.2	61	4309
44	Inkclub.com	4.2	57	52216
45	Revolutionrace.se	4.2	16	19646
46	Icaniwill.se	4.2	83	9308
47	Cervera.se	4.2	65	35791
48	Linasmatkasse.se	4.1	70	2882
49	Aimn.se	4.1	75	843
50	Jollyroom.se	4.1	28	29512
51	Skruvat.se	4.1	50	93362
52	Desenio.se	4.1	45	34227
53	Inet.se	4.1	26	1036
54	Nelly.se	4	33	7900
55	Bagarenochkocken.se	4	37	9219
56	Hellofresh.se	3.9	21	23817
57	Apohem.se	3.9	38	13882
58	Meds.se	3.8	41	2555
59	Adlibris.se	3.8	18	10152
60	Careofcarl.se	3.8	69	8968
61	Estrid.se	3.7	39	9891
62	Engelsons.se	3.7	60	351
63	Gymgrossisten.com	3.6	31	482
64	Bythjul.se	3.6	62	12238
65	Bokus.se	3.6	48	1539
66	Sellpy.se	3.5	23	22419
67	Tingstad.se	3.3	7	170
68	Packoplock.se	3.3	63	13
69	Cdon.se	3.2	93	65180
70	Mathem.se	3.2	15	6645
71	Apotea.se	3	4	8706
72	Sweef.se	2.9	96	3805
73	Kellfri.se	2.9	82	13
74	Na-kd.com	2.8	19	13672
75	Outl1.se	2.7	100	29766
76	Tradera.se	2.7	59	8563
77	Eciggkedjan.se	2.7	72	25
78	Lyko.se	2.6	11	16401
79	Scandinavianphoto.se	2.6	42	179
80	Spobik.se	2.6	56	41
81	Outnorth.com	2.6	32	1547
82	Ahlens.se	2.5	36	981
83	Djerfavenue.com	2.4	87	162
84	Systembolaget.se	2.2	17	169
85	Amazon.se	2.1	10	1448
86	Babyshop.se	1.8	91	4655
87	Gudrunsjoden.com	1.8	88	802
88	Idealofsweden.com	1.8	73	11651
89	Komplett.se	1.8	35	795
90	Netonnet.se	1.6	5	2394
91	Willys.se	1.6	6	540
92	Intersport.se	1.6	25	189
93	Hemtex.se	1.5	94	283
94	Hm.com	1.5	1	16250
95	Ikea.com	1.4	8	29057
96	Apotekhjartat.se	1.3	12	770
97	Boxbollen.com	1.2	55	1621

Facts about the customer ratings of e-commerce companies

Presence: 97 of the 100 largest e-commerce companies are on Trustpilot. (Toteme, Nordicpouch and Spelbutiken do not have pages or have pages without reviews and are excluded).
Subscription: 36 of the 97 companies pay for a Trustpilot subscription, while 90 companies have registered (claimed) profiles.
Average rating: The average rating (mean) for the companies on the list is 3.63. The median rating is 4.1.
Response rate: 20 companies on the list have responded to 100 percent of all negative reviews. At the same time, 15 companies have a registered profile but have answered zero (0) percent of the negative comments.

Editorial Staff