Sweden's 100 Largest E-commerce Sites Ranked by Loading Time (LCP)

The collected data, based on real user experiences from Google Chrome, shows that the median value for the 100 largest sites is around 1.1 seconds. The majority of e-commerce sites, 99 out of 100, meet Google's threshold for a "good" result (under 2.5 seconds). However, the range between the fastest and slowest site is wide – from 0.62 seconds to 3.7 seconds.

The most prominent pattern in the mapping is that high turnover does not guarantee a fast site. Looking at Sweden's four largest e-commerce sites in terms of turnover, they span the entire scale:

• H&M (39,455 million SEK in turnover) has a loading time of 1.78 seconds and ranks 92nd out of 100.
• Dustin (12,244 million SEK) loads in 2.36 seconds and is in 98th place.
• Boozt (8,037 million SEK) has a loading time of 1.35 seconds (69th place).
• Apotea (6,408 million SEK) loads in 0.85 seconds and is therefore one of the fastest players in 16th place.

Clear Industry Patterns

Within certain segments, performance is more uniform than in others. Sports and outdoor is the category that consistently performs best. Players such as Ridestore (0.62 s), MM Sports (0.62 s) and Inet (0.72 s) are among the top performers. A possible explanation for this is that the sites often have a product-focused and relatively simple structure with few heavy ad formats.

Within the pharmacy and health segment, the results are more mixed. Meds and Apotea are among the top performers, while Apoteket Hjärtat (2.02 s) and Nordicfeel (2.0 s) are found in the slower quarter of the list. Fashion and lifestyle is the industry that varies the most. Nelly loads in 0.87 seconds, while industry colleague NA-KD takes 1.71 seconds – a difference of almost a second despite similar business models.

Niche Mid-Range Sites Dominate the Top

What the sites that perform best in the measurement have in common is that they belong to the middle tier in terms of revenue, with turnovers between 238 and 1,689 million SEK. None of the ten fastest sites are among the top 10 in terms of turnover. A notable example is Outl1.se, which has the lowest turnover on the entire top 100 list (238 million SEK) but still takes ninth place for speed.

The Slowest Sites

At the bottom of the list are several resourceful companies with established brands, which indicates that loading time has not always been prioritized. Skruvat.se is the site that performs the worst in the measurement with a time of 3.7 seconds, which is above Google's recommended limit. Just above them we find Lyko (2.38 s), Dustin (2.36 s) and Apoteket Hjärtat (2.02 s).

The list is based on Sweden's 100 largest e-commerce sites. Each site has been tested three times via Google's PageSpeed Insights API (mobile view), and the median of these three measurements constitutes the final result. The value being compared is Largest Contentful Paint (LCP), which measures how long it takes for the largest element on the page to load (the time when the user experiences the page as fully loaded). The data ("Field LCP") is based on information collected from real Google Chrome users in a mobile environment.