Swedish Trade's latest E-Commerce Indicator estimates total turnover at SEK 14.6 billion for April. This corresponds to a turnover increase of 3 percent compared to the same month last year. During the month, 73 percent of consumers shopped online, which is a marginal decrease compared to the 74 percent measured in April last year. At the same time, the total average purchase amount per e-commerce consumer increased, landing at SEK 2,388.
One in Ten Crowns
The clearest growth during the year is found among foreign e-commerce players. During an average month of the first four months of the year, 20 percent of consumers have shopped from abroad, which is an increase from 18 percent during the corresponding period last year. So far this year, Swedish consumers are estimated to have shopped from abroad for approximately SEK 5 billion.
Of the total e-commerce turnover, just over one in ten crowns ends up with foreign players, with the platform Temu still identified as one of the most popular.
Future Prospects
Swedish Trade notes the increase in April and views the development positively within certain segments. Per Ljungberg, Innovation Manager at Swedish Trade, states that the industry senses tailwinds and that there are positive trends in major sub-sectors such as fashion and furniture. However, he points out that the worrying global situation, particularly in the Strait of Hormuz, creates challenges and causes headaches for many e-commerce companies.
Regarding the increasing foreign e-commerce, the industry organization states that competition can fundamentally make Swedish companies even sharper, but at the same time expresses concern over the volumes going to specific platforms.
E-commerce from abroad is not bad in itself, on the contrary. Competition is something that makes Swedish e-commerce companies even sharper. But we continue to see how too much of the consumption takes place from platforms such as Temu and Shein. In addition to the fact that such consumption can be directly harmful to you as a consumer, it also entails significant economic losses for our domestic companies. For a strong Swedish e-commerce industry, both today and tomorrow, competition on equal terms is required, says Per Ljungberg.