E-commerce in Sweden currently has a penetration of 92 percent across all age groups. According to the Payment Report 2025 from Nets, the development of e-commerce is primarily driven by convenience and simplicity. The mobile phone has established itself as the primary device for digital commerce; 77 percent of Swedish consumers use their smartphone as their primary device for online shopping, and as many as 72 percent now shop exclusively via their mobile phone.
Among physical goods, online purchases are dominated by pharmacy products (54.5 percent), clothing (48 percent) and beauty products (31 percent). Consumption of digital services is mainly driven by bill and tax payments (56.2 percent) and streaming (47.5 percent). The report also notes that ordering takeaway and ready meals has become a common part of daily online consumption.
Checkout and Payment Methods Crucial
When choosing a payment method, 62.5 percent of consumers state that simplicity is the most important factor. Mobile wallets are the most preferred option online (35 percent), followed by invoice (20 percent) and credit card (19 percent).
Friction in the purchase journey, however, often leads to lost sales. According to the report, 64 percent of consumers have abandoned a purchase before completing it. The most common reason for abandoned purchases is a total cost that is too high, including shipping (43 percent). The lack of the customer's preferred payment method is also an influencing factor (17 percent).
Patrik Müller, e-commerce expert at Nets, points out that the payment infrastructure is more business-critical than ever:
E-commerce is extremely mature in Sweden. I can't off the top of my head think of a single sales category that isn't established in e-commerce. And when e-commerce has become such a clear part of everyday life, payment also becomes more business-critical. The consumer hardly notices the checkout anymore but reacts immediately when the right payment method is missing or the purchase becomes too complicated.
Müller also states that retailers continuously need to adapt their checkout solutions to consumer expectations:
Many web shops need to give their checkout more love, for example, many still lack an obvious payment method such as Apple Pay.
Pragmatic Approach To Sustainability
The survey also presents Swedish consumers' demands for sustainability in e-commerce. The attitude is described as pragmatic; 44 percent believe that e-commerce companies should consider environmental impact, while a significant 38 percent state that it is unimportant.
When it comes to specific sustainability measures, 62 percent of consumers prefer concrete, practical measures over symbolic efforts. Minimal packaging to reduce waste (38 percent) and environmentally friendly returns (24 percent) are the most requested options. Climate compensation is rated lower (20.5 percent).