According to Swedish Trade's E-Commerce Indicator for February 2026, the total turnover of e-commerce is estimated at 11.1 billion Swedish krona. This corresponds to a turnover increase of 15 percent compared to the same month of the previous year. The report shows that the increase is driven by two parallel factors: more consumers choosing to shop online and the average purchase amount having increased.
A total of 68 percent of consumers aged 18–89 years stated that they shopped online during the month. The total average purchase amount per e-commerce consumer was measured at 1,954 krona, compared to 1,794 krona in February 2025.
February marked a clear upturn for e-commerce. Both more consumers and higher purchase amounts contribute to the turnover, which is a real boost ahead of spring, says Per Ljungberg, Innovation Manager at Swedish Trade.
The report also breaks down sales at the detail level. Goods from pharmacies were the category most frequently purchased online in February (34 percent), followed by clothing and shoes (25 percent). However, the largest percentage increase in the measurement, compared to the same period last year, is found within the product category of beauty and health products. When it comes to delivery itself, collection points are still the most common option; 42 percent of consumers received their latest e-commerce purchase that way.
Another central part of the E-Commerce Indicator is the mapping of foreign purchases. In February, 19 percent of consumers shopped online from abroad, up from 16 percent in February last year. The measurement specifically shows that one in ten consumers shopped from the Chinese companies Temu and/or Shein. This represents an increase compared to February 2025, when the corresponding proportion was measured at 7 percent.
When global platform companies can compete on completely different terms, we risk undermining both fairness and long-term conditions for Swedish trade. This hurts Swedish companies, jobs and, ultimately, the entire trading sector, says Per Ljungberg.