The report "E-commerce in the Nordics Spring 2026" shows that the proportion of Swedish consumers who abandon their purchases at checkout is increasing. The most common reason for abandoning a shopping cart is that the shipping cost is perceived as too high. A growing trend among e-commerce consumers is also to use the checkout as a tool to save items for later.
Offering a frictionless purchasing experience is central. As many as 57 percent of Swedes state that a smooth checkout is important when choosing where to shop, an increase from 46 percent in 2025. At the same time, payment preferences in the Swedish market have shifted. Swish has now surpassed both credit cards and invoices and is the most popular and used payment method in Sweden. Mobile payments also dominate at the Nordic level, with Swish and Vipps MobilePay now being the most preferred and used payment methods.
Fewer Impulse Purchases
Swedes remain active online, and 88 percent state that they have shopped online in the last 30 days. However, the frequency has changed. The proportion who shop online every week has decreased from 29 percent in 2025 to 22 percent this year. At the same time, the proportion who shop monthly is increasing to 65 percent. The pattern suggests a more planned purchasing behavior where consumers shop less often but more consciously.
Regarding cross-border e-commerce, 57 percent of Swedes have shopped from abroad in the past year. The three most popular marketplaces are Amazon (33 percent), Temu (27 percent) and Zalando (25 percent). China and Germany top the list of countries from which Swedes shop the most, but the USA has now overtaken Denmark and takes third place as the most popular country.
Home Delivery Preferred
When Swedish consumers have a choice, home delivery is the most used and preferred option. At the same time, parcel lockers are growing and have now surpassed traditional service points as the second most preferred delivery option in the country. Flexibility in delivery is highly valued. Over 80 percent of consumers state that the ability to choose their own delivery method and pick-up point is important when deciding where to shop.
In terms of returns management, service points still dominate, but parcel lockers are the only return method in Sweden that has shown increasing popularity since last year. During the last three months, 29 percent of Swedish e-commerce customers have returned an item.
Circular Commerce Increases
The second-hand trade online is growing and is now an integrated part of many people's consumption. During the last month, 38 percent of Swedes have bought used goods online, and 40 percent have sold. The primary driver behind the second-hand market is the lower price.
In a press release, PostNord's CEO and Group CEO, Annemarie Gardshol, commented on the development of e-commerce in the region:
The Nordic countries have a lot in common, but consumer behavior differs between markets. To succeed and grow in a rapidly changing and increasingly competitive e-commerce landscape, it is important for retailers to understand both similarities and local differences.