According to consumer surveys from E-barometern, 77 percent of Swedes shopped online during May. This is an increase compared to April and an increase from the same month last year, when the corresponding figure was 76.3 percent. The figures indicate a recovery after a decline earlier in the spring.
The average purchase amount in Swedish online stores amounted to SEK 2,345, which is an increase compared to both April and May last year. For foreign web stores, the average purchase was SEK 1,592. Overall, this resulted in an increase in average purchases of 3.5 percent compared to April and nearly 5 percent compared to the previous year.
Pharmacy Goods Largest Category
Pharmacy goods are the category that most Swedes shop for online, followed by clothing and shoes, and beauty and health. The latter category showed a marginal increase during the month. Grocery items are in fourth place and are losing some share, despite the implemented VAT reduction on food.
Broader Target Group for Second Hand
The trade in used goods online continues to grow. In May, 21.3 percent of consumers shopped for second hand online, which is an increase compared to both the previous month and the same period last year. The growth is largely driven by the 30–49 age group, which indicates that the segment is now reaching a broader demographic beyond the youngest consumers.
Price Sensitivity Ahead of New Customs Regulations
New customs duties for e-commerce goods from countries outside the EU will be introduced on July 1, 2026. Data from E-barometern’s measurements in the first quarter shows that just over 20 percent of Swedish consumers are willing to accept uncertainty regarding potential extra fees, provided the basic price of the goods is low. At the same time, nearly one-third of consumers state that they are not willing to accept this uncertainty. The effects of the new regulations on consumer behavior will be evaluated in more detail during the autumn.
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