Prisjakt's Purchasing Power Index for the second quarter of the year lands on 6.7. This is a slight increase compared to both the same period last year and the previous quarter. The average Swedish budget amounts to SEK 9,503 this spring. This corresponds to an increase of 14 percent compared to the previous quarter. However, it is a decrease of 16 percent compared to the second quarter of 2025.
According to Isabella Ahmadi, consumer expert at Prisjakt, the lower budget compared to the previous year points to a structured attitude among customers.
"This testifies to continued awareness from consumers," she says.
The willingness to consume is increasing in almost all product segments. In the measurement, almost all product segments are moving forward, only two are standing still and none are declining. The greatest interest is within the category of clothing, shoes and accessories, where 62 percent plan to shop, which is an increase of 11 percentage points. Interest in construction and gardening is also growing, and the proportion planning purchases there amounts to 33 percent.
Trust Is Low
The report also examines how artificial intelligence affects the purchase journey. Three out of ten Swedes, 29 percent, have used AI tools such as ChatGPT when shopping. The tools have been tested by more men, 32 percent, than women, 25 percent. Despite the use, confidence in the technology is low. Hardly one in five, 18 percent, has confidence in the tools' information about shopping. Furthermore, only 8 percent agree with the statement that AI makes it safer and more secure to shop online.
Concern about the negative consequences of the new technology is widespread. A full 64 percent state that they are worried about more fake product reviews as a result of AI. In addition, 57 percent state that they are worried about more scam stores online.
E-commerce Companies Integrate The Technology
Several players in e-commerce are now adapting to the changed landscape. Erik Lundin, Chief Commercial Officer at online pharmacy Apohem, states that they have integrated the technology into the business.
"AI is a natural part of everyday life at Apohem and is actively used in every department," he explains.
Sebastian Ruthström, product owner at Svea Bank, states that customers' path to purchase has already been modified by the technology.
"We are already seeing that the purchase journey has changed. More and more people are using AI tools to get help with choices, price comparisons and recommendations, often before they even go to an e-commerce site," he says.