According to PostNord's e-barometer, the total average purchase amounted to SEK 4,164 in July. This represents an increase of 7.9 percent compared to July of the previous year. For Swedish e-commerce businesses, the average purchase landed at SEK 2,305, an increase of 8.2 percent. Purchases from foreign stores also increased, reaching SEK 1,859.
The result shows that e-commerce remains strong despite a global situation characterized by uncertainty surrounding trade policy and new customs regulations for shipments from countries outside the EU, PostNord writes in its report.
New rules are changing purchasing behavior
Behind the higher purchase amounts lies a change in how consumers are acting. New fees for smaller packages from countries outside the EU were introduced during the summer. An import fee of 3 euros, as well as administrative costs, are now often added.
To manage the extra costs, buyers are choosing to consolidate multiple items into a single order or to make larger purchases at one time. This has led, among other things, to a decrease in the number of small packages from countries outside the EU.
The lower rate of price increases has contributed to strengthening household purchasing power, which may have created better conditions for consumption despite the uncertainty that characterizes parts of the global environment.
A more stable interest rate combined with low inflation now gives households more financial leeway than they have had in recent years.
Clothing and second hand at the top
When consumers choose goods, clothing and shoes are by far the most popular choice. Nearly four out of ten e-commerce shoppers were within this category in July. Pharmacy products are showing a recovery after a weaker month in June, while beauty and health are declining slightly.
Vehicles and vehicle accessories are the category that has increased the most in percentage terms compared to last year, although it constitutes a smaller part of total trade.
Interest in second hand online also continues to gain market share. In July, 22.4 percent of consumers purchased used goods online, an increase from previous months. This is particularly driven by women and people aged 18 to 49 who are making second hand purchases online.