Swedish e-commerce and second hand steadily increase during the summer of 2026

The average purchase amount during August totaled 3,995 Swedish krona, representing a 5.2 percent increase year-on-year. Domestic trade is driving this development with an average purchase of 2,391 krona, an increase of nearly 10 percent compared to August 2025. At the same time, average purchases from foreign actors are decreasing to 1,604 krona, a 14 percent decrease compared to July.

The end of duty-free shopping

The decline is a result of the new EU fees for smaller shipments from countries outside the union, which came into effect on July 1st, and has redirected consumption to the domestic market.

Clothing and shoes, as well as pharmacy goods, are the most traded product categories, and both segments have strengthened their positions since last year. Home electronics also note a slight increase in sales. The growing second-hand market is primarily driven by women and the age group 30 to 49 years, where more than one in three people e-shopped used goods during August.

June and July

The development in August follows a summer with stable e-commerce activity. Both June and July showed a consumer share of just over 76 percent. June started the summer with an average total purchase amount of 3,885 krona. In July, the average amount increased to 4,164 krona, partly explained by the fact that foreign purchases temporarily increased to 1,859 krona. This increase in July is linked to consumers choosing to collect more goods in larger orders to justify the import fees of three euros per item, before foreign consumption then declined during August.

The general growth during the summer months is supported by macroeconomic stabilization. A declining inflation rate, which was 1.3 percent in June, as well as higher real wages have gradually strengthened the purchasing power of Swedish households. Postnord will publish the E-barometer report for the second quarter next week, which will provide further data on the customer journey, deliveries and returns on the Swedish e-commerce market.