Sweden's Largest E-commerce Companies in Google's AI Responses: Top 100 Mapped

Google's AI responses, or AI Overviews as they appear at the top of search results, have quickly become a central part of how consumers search online. But how much visibility do Sweden's largest e-commerce companies actually get in these generative answers?

SEO expert Jorge Castro at Growth Marketing, and also one of the speakers at Stora Ehandelsdagen 2026, has mapped 100 of Sweden's largest e-commerce companies and measured their presence in Google's AI responses. The measurement covers Google in Sweden (on desktop/computer) during mid-October and measures both AI keywords (the number of searches where the site appears in an AI response) and estimated AI search traffic per month.

Overall, the mapping shows that the 100 sites reviewed together appear on approximately 4.5 million keywords where Google displays an AI response. This corresponds to about a quarter of all keywords that the sites rank for in Sweden.

Pharmacies and Food in Extreme Dominance

However, traffic is very unevenly distributed. ICA alone accounts for just over a quarter of the 100 sites' combined AI search traffic with its 5.3 million visits. Together with Apple and Apotea, the three largest players account for almost half of all measured traffic.

In terms of industry, pharmacies and food dominate the top spots. Five of the top 15 positions are pharmacies: Apotea, Apoteket, Kronans Apotek, Apotek Hjärtat and Apohem. Also, grocery giants such as ICA, Coop and Willys, as well as mobile operators Telia and Comviq, take large market shares.

The pattern is explained by search behavior: Google's AI responses are displayed primarily when users are seeking advice or want to understand something, such as health, recipes, cultivation or subscriptions. At Apoteket, Google displays an AI response on about half of the keywords where the site appears, and at mobile operators the percentage is around 60 percent.

The development has accelerated as Google integrates AI deeper into search, something we also noted when the search giant introduced measurement of AI responses in Search Console.

Fashion is Least Visible in AI Responses

At the other end of the spectrum is the fashion industry. For sites like Zalando, Boozt, Åhléns and Nike, only about 7 percent of keywords have an AI response, and on adidas.se the figure stops at 2 percent. Consumers searching for specific brands or product names still primarily encounter traditional search results and product listings.

This does not mean that fashion is completely absent from the top – players such as Sellpy, Boozt and Ellos all make it into the top 20. However, giants like Zalando lag behind with 44,400 monthly visits from AI responses, which is less than a sixth of Boozt's volumes.

The lowest traffic in the measurement is Trademax, Babyland, Svenssons and adidas.se, all of which land below 8,000 visits per month.

The Complete List: Positions 21–100

Here are all the remaining positions among the 100 mapped e-commerce companies:

Source: Jorge Castro / Semrush