The total e-commerce turnover for the first quarter of the year decreased by 3 percent compared to the first quarter of 2025. The decline in March represents the weakest measured development for the industry since May 2025.
According to the report, 69 percent of Swedish consumers purchased goods online in March, a marginal decrease from 71 percent during the same period last year. However, the main reason for the lower total turnover is that the average purchase amount per e-commerce consumer decreased from 2,249 kronor to 1,886 kronor.
Per Ljungberg, Innovation Manager at Svensk Handel, comments on the figures:
After several conversations with e-commerce companies, we were aware that March would be a somewhat weaker e-commerce month. Many factors play a role, but it is undeniable that the turbulent global situation plays a significant role. Towards the end of March, speculation about further interest rate hikes also began, which had a negative effect on consumption.
Clear Differences Between Product Categories
The development during the first quarter showed a two-tiered market depending on the product category.
- Growing Categories: Baby articles and toys recorded the strongest growth during the quarter, with an increase of 11 percent. Clothing and shoes, as well as sports and leisure products, reversed last year's weak figures to a growth of 7 percent each. Goods from pharmacies increased by 9 percent.
- Declining Categories: Building materials decreased the most, losing 24 percent in turnover compared to the same quarter of the previous year. Consumer electronics faced tough comparative figures and declined by 20 percent during the first three months of the year.
Hope for a Turnaround
Despite the downward trend in March and an overall picture for the quarter that was somewhat worse than expected, the industry organization views the future development positively.
Despite a worse quarter, all is not bleak. Historically, we have seen how the industry has been able to recover relatively quickly. Our hope is that this will happen again this year. Anything can happen, but the economic climate is moving in the right direction, and we now hope that e-commerce will follow, concludes Per Ljungberg.