E-Commerce

Swedish E-Commerce Hits Record in August

Sweden’s e-commerce sector reached its highest recorded sales volume in August 2025, according to data from the Swedish Trade Federation (Svensk Handel). Online purchases totaled SEK 13.5 billion during the month, representing a 12% increase compared to the same period last year.

Editor Editor

September 24, 2025

While this growth signals a positive momentum following a slow first half of the year, industry players are expressing growing concern over the structural challenges posed by rising foreign competition particularly from Chinese-based e-commerce platforms.

More Purchases, Less Spending Per Customer

Data from Svensk Handel shows that around 71% of Swedes made at least one online purchase in August. However, the average spend per customer reached its lowest point for any August since 2020, despite higher overall participation.

This indicates that while more people are shopping online, they are making smaller or more cautious purchases, and the overall growth is being driven primarily by volume rather than value.

Growing Shift Toward Foreign Platforms

There is a visible and growing shift in consumer habits towards foreign e-commerce sites. An estimated 23% of consumers reported making purchases from international platforms, particularly low-cost Chinese players like Temu and Shein.

These platforms now account for 13% of Sweden’s total online consumer spending, according to Svensk Handel. Their aggressive pricing and broad product offerings make them highly attractive, but they often operate outside of European Union regulatory standards.

Per Ljungberg, Head of Innovation at Svensk Handel, commented:

“Foreign platforms frequently bypass EU compliance regulations, giving them an unfair price advantage. Without stronger EU-level action, Swedish companies are at serious risk.”

Source: https://www.interiordaily.com/article/9642913/swedish-trade-continues-its-advocacy-against-chinese-e-commerce-giants/

Domestic Companies Face Mounting Pressure

Local businesses are under increasing strain, struggling to match the prices offered by foreign platforms while dealing with higher logistical costs, stricter consumer protection laws, and significant tax obligations.

This competitive imbalance is weakening the position of Swedish companies in their own market. As foreign platforms continue to expand their market share, local businesses find it harder to maintain their customer base and profitability.

Furthermore, industry stakeholders warn that this shift could have a direct impact on employment and entrepreneurship in Sweden.

Source: https://www.interiordaily.com/article/9680565/fears-for-swedish-jobs-and-entrepreneurship-as-foreign-e-commerce-strengthens-its-grip/

September and November Confirm Ongoing Trend

The upward trend seen in August carried into the following months. In September 2024, Sweden’s e-commerce turnover reached SEK 13 billion—a 28% increase compared to September of the previous year.

Black Friday and Christmas shopping in November pushed the sector even higher, with online purchases reaching SEK 17.9 billion. About 76% of Swedish consumers made online purchases during that month alone.

However, a significant portion of this spending also went to foreign sites. Reports indicated that one purchase from platforms like Temu or Shein was made every four seconds during the peak period.

Sources:

Calls for Regulation at EU and National Levels

Industry leaders are urging both the Swedish government and the European Union to implement stronger oversight of foreign e-commerce platforms. Suggested measures include stricter import taxes for low-cost goods, better enforcement of customs regulations, and clear accountability for consumer safety standards.

Svensk Handel has repeatedly called for a “level playing field” and expressed support for EU initiatives like the Digital Services Act, which may help regulate non-EU platforms operating within Europe.

They also advocate for domestic support policies such as tax incentives, improved digital infrastructure, and funding for digital transformation for small and medium-sized enterprises.

Source: https://www.interiordaily.com/article/9680565/fears-for-swedish-jobs-and-entrepreneurship-as-foreign-e-commerce-strengthens-its-grip

Analysis: Growth Comes with Serious Risks

Sweden’s e-commerce market is experiencing strong growth in volume, but this growth is increasingly benefiting foreign platforms rather than local businesses. While consumer activity is high, the money spent is shifting outside the country’s borders.

Without structural reforms and policy intervention, the industry risks losing competitiveness, tax revenues, and employment opportunities. The long-term success of Sweden’s e-commerce ecosystem will depend on: