As Ehandel.se previously reported, total e-commerce revenue in Sweden amounted to 14.6 billion Swedish krona during April 2026. This indicated a stabilization for overall e-commerce after an initial quarter with negative development.
Upon closer examination of Swedish Trade's E-commerce Indicator, it is clear that nicotine and tobacco products are showing the strongest tailwind. During the period January to April 2026, revenue in the category increased by 9 percent compared to the same period in 2025. This constitutes the second-highest growth rate of all measured product categories.
More Customers Shop – And For Higher Amounts
At the same time, the customer base is growing. The proportion of consumers who e-commerce nicotine and tobacco products increased from 5 percent in April 2025 to 7 percent in April 2026. According to the report, this is the largest percentage increase of all product categories during the month.
Consumers are also not just becoming more numerous, but are also shopping for higher amounts. The average purchase amount per consumer in the category amounted to 797 Swedish krona during the first quarter of 2026, compared to 708 Swedish krona during the corresponding quarter last year.
The data reflects a clear and ongoing shift in consumer behavior. More people are choosing to buy nicotine products online, they are doing so more and more often, and the average transaction value is increasing, says Markus Lindblad, Head of Legal & External Affairs at Haypp.
Reflected In Swedish Top Lists
The development in national statistics is in line with the structural changes observed at the company level within Swedish e-commerce, where players in snus, e-cigarettes, and tobacco-free nicotine products are moving up their positions.
This pattern is also clearly visible in our own surveys. In our latest top list of Sweden's largest e-commerce companies, two new snus companies and a new e-cigarette company took a place. In addition, we see that several snus companies are placing themselves at the very top when consumers themselves rank Sweden's best online stores. This confirms the picture of a strong underlying demand online, says Ola Andersson, analyst at Ehandel.se.