Swedish online stores are improving their positions during the autumn launch. According to PostNord's E-barometer for September 2026, the average purchase amount among Swedish e-commerce businesses increased by three percent compared to the same month last year, reaching 2,181 Swedish krona per person.
At the same time, trade from foreign sites is moving in the opposite direction. Average purchases from abroad fell by just over 20 percent during the month, landing at 1,542 Swedish krona. The decrease is mainly explained by the new EU customs duty of 3 euros per item for small packages from third countries, i.e., countries outside the EU, in combination with the declaration fees introduced on July 1st. The regulations directly impact low-price purchases from Asian platforms, and Ehandel.se previously reported how the new customs duties have caused foreign purchases to decline.
Consumer electronics overtake groceries
A total of 75.3 percent of Swedes shopped online during September, which is in line with the same month last year and a marginal decrease from August when the proportion was 77 percent. Higher real wages and a lower inflation rate contribute to more stable consumption in the Swedish market, according to the report.
Among product categories, clothing and shoes top the list with 39 percent of consumers, up from 37 percent in September last year. This is followed by pharmacy products at 36 percent and beauty & health at 23 percent. The largest percentage increase was for consumer electronics, which climbed from 14 to 18 percent, thereby overtaking groceries. The furniture and home decor category also grew during the month, rising from 10 to 12 percent.
Older adults increase the most and AI reads customer reviews
Circular commerce continues to be a fixed part of the consumption pattern online. During September, 23 percent of consumers purchased second-hand goods digitally, with women aged 30 to 49 being the most active target group with a proportion of 36 percent.
In terms of overall demographics, women shop online to a greater extent than men, with a proportion of 83 percent compared to men's 68 percent. However, the fastest growth in e-commerce participation compared to last year is occurring among older consumers in the 65 to 79 age group, which increased by seven percentage points to 71 percent.
The measurement also highlights how purchasing decisions are made and what role user-generated content plays. Half of all consumers, and 64 percent among young people, state that customer reviews are their most important decision support when shopping online. Reviews are also becoming an increasingly important competitive factor for online stores as AI assistants increasingly read and compile customer reviews during consumers' purchase journey.