How did Swedish e-commerce perform in 2024 – and what lies ahead?
Blog
2 min
The E-barometer 2024 from PostNord shows that Swedish e-commerce has turned upward. After two years of decline, revenue increased by 5% to 140 billion kronor. The report offers more than just numbers – it highlights trends that shape the future of e-commerce. In this blog post, we highlight some of the year's most important insights and a glimpse of what lies ahead.
5 Key Findings
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E-commerce is growing again (+5%)
After two years of negative growth, the trend reversed. The industry generated 140 billion kronor, driven by a better economic climate and consumer adaptations. -
Strong growth in the pharmacy sector (+20%)
Online pharmacies continue to grow significantly, combining medications with beauty products. Apotea
went public, and pharmacies have become more trend-sensitive. -
Consumers are seeking lower prices and comparing more
Platforms that allow price comparisons are prioritized. This is a clear recession behavior that affects site and brand choices. -
Circular trade is rapidly growing in fashion
Second-hand and C2C solutions are growing, especially in the clothing industry. Example: Bubbleroom's marketplace for second-hand fashion. -
Omnichannel and delivery flexibility become hygiene factors
Click & Collect is growing in groceries, and showrooms + physical presence are becoming more important even for previously pure e-commerce retailers.
Insights for the Future (towards 2025–2027)
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E-commerce will become more integrated with physical retail
Omnichannel strategies continue to grow. Physical stores often become showrooms or pickup points for e-commerce. - AI & technology are creating new competitive advantages
AI is being used in customer service, product recommendations and marketing. Google predicts a sharp increase in the use of AI in e-commerce solutions. - Increased regulation and sustainability requirements
Consumers are demanding transparency and sustainability. Regulation around textiles and pharmaceuticals is affecting business models and supply chains. - Internationalisation and competition from Asia
Temu, Shein and other low-price players from China are growing rapidly, while at the same time facing criticism for unsustainable business models.
E-commerce in a new everyday economy
Consumers have adapted to a digital-first everyday life — e-commerce is becoming a natural tool in household planning, particularly for everyday goods.
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