Retail E-Commerce Leads as Consumers Seek Value and Convenience
Digital shopper (e-commerce goods and services) in Sweden continued to demonstrate strong expansion in 2025, due to near-universal smartphone and broadband penetration and deeply ingrained digital habits. The attractiveness of this environment is underpinned by widespread consumer adoption of mobile payments, a high degree of trust in local payment solutions, and the demand for convenience and transparency; factors which have set Sweden apart as a leader in digital commerce maturity. Brands aiming for success must prioritise seamless mobile app experiences, invest in loyalty and personalisation features, and integrate local payment solutions such as Swish and Klarna to address value-driven, digitally sophisticated consumers who expect frictionless and secure transactions. The landscape is evolving rapidly as technological innovation, including AI-powered personalisation, voice-enabled shopping, and advanced delivery logistics, redefine consumer expectations and reinforce the necessity for transparency, data-driven engagement, and resilient operational models.
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Overview:
Understand the latest market trends and future growth opportunities for the Digital Shopper industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Learn how technology is impacting digital commerce across a variety of industries, including retail, foodservice, travel, entertainment, mobility and streaming services. Insightful, thought-provoking and forward-looking analysis from top analysts in the space helps you understand the scale and direction of transformation. Data from Euromonitor International's annual Voice of the Consumer: Digital Survey provides you with insights into the consumer perception of tech-driven commerce initiatives.
Analysis in this report provides further detailed coverage dedicated to the following key categories across the 20 most important digital shopper markets:
E-COMMERCE (GOOD AND SERVICES) BY MERCHANT TYPE
- Retail E-Commerce
- Foodservice E-Commerce
- Travel E-Commerce
- Mobility E-Commerce
- Ticketed Entertainment E-Commerce
- Streaming Services E-Commerce
- Bill Payments E-Commerce
E-COMMERCE (GOOD AND SERVICES) BY DEVICE AND PLATFORM
- E-Commerce by Device
- Mobile E-Commerce (M-Commerce) by Platform
E-COMMERCE (GOOD AND SERVICES) BY FULFILLMENT MODEL
- Retail E-Commerce: Delivery vs Click-and-Collect
- Consumer Foodservice E-Commerce: Delivery vs Click-and-Collect
EMERGING BUSINESS MODELS
- Social Commerce (S-Commerce)
- Livestreaming E-Commerce
- Voice Platform E-Commerce
- Marketplace Retail E-Commerce
- Direct-to-Consumer (DTC) E-Commerce
If you're in the Digital Shopper industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Digital Shopper in Sweden report includes:
- Analysis of key macro-trend driving digital shifts
- Qualitative context explaining the evolving digital shopper landscape at the national level
- Data from Euromonitor International's annual Voice of the Consumer: Digital Survey highlighting key shifts in consumer use and perception of technology
This report answers:
- What is the future of commerce?
- How is technology changing how consumers shop?
- What do your customers expect from digitally driven shopping experiences?
- What features and options are most desirable among the savviest digital consumers?
- Which emerging channels are critical for expansion efforts in order to win over the digital shopper?
- Where is future growth expected to be most dynamic?
- How is e-commerce gaining traction with consumers by country, industry or platform?
- How do shopping and spending habits vary by different device types?
- How prevalent are different fulfilment models in the retail and consumer foodservice spaces?
Digital Shopper in Sweden
Retail E-Commerce Leads as Consumers Seek Value and Convenience
Retail E-Commerce Leads as Consumers Seek Value and Convenience
Klarna Expands Mobile Payments to Boost Digital Engagement
Voice Platforms and Ai Drive New Digital Shopping Behaviours
Mobile-First Shoppers to Drive App-Based Loyalty and Convenience
Voice and Livestreaming Tools to Transform Shopping Journeys and Expectations
Value-Driven Shoppers Demand Transparency, Trust and Resilience
Retail E-Commerce
Foodservice E-Commerce
Travel E-Commerce
Mobility E-Commerce
Ticketed Entertainment E-Commerce
Streaming Services E-Commerce
Bill Payments E-Commerce
E-Commerce by Device
M-Commerce by Platform
Retail E-Commerce: Delivery Vs Click-And-Collect
Retail E-Commerce: Third-Party Delivery
Consumer Foodservice E-Commerce: Delivery Vs Click-And-Collect
Consumer Foodservice E-Commerce: Third-Party Delivery
Social Commerce (S-Commerce)
Livestreaming E-Commerce
Marketplace Retail E-Commerce
Direct-To-Consumer (Dtc) Retail E-Commerce
Country Reports Disclaimer
The following categories and subcategories are included:
Digital Shopper
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Home Products Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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- Fashion E-Commerce
- Health and Beauty E-Commerce
- Appliances and Electronics E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
- Home Products E-Commerce
- Other Products E-Commerce
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- Retail - Click-and-Collect E-Commerce
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- Third-Party Delivery - Retail E-Commerce
- Other Delivery - Retail E-Commerce
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- Fashion - Click-and-Collect E-Commerce
- Health and Beauty - Click-and-Collect E-Commerce
- Appliances and Electronics - Click-and-Collect E-Commerce
- Drinks and Tobacco - Click-and-Collect E-Commerce
- Foods - Click-and-Collect E-Commerce
- Home Products - Click-and-Collect E-Commerce
- Other Products - Click-and-Collect E-Commerce
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- Fashion - Delivery E-Commerce
- Health and Beauty - Delivery E-Commerce
- Appliances and Electronics - Delivery E-Commerce
- Drinks and Tobacco - Delivery E-Commerce
- Foods - Delivery E-Commerce
- Home Products - Delivery E-Commerce
- Other Products - Delivery E-Commerce
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- Cross-Border Retail E-Commerce
- Domestic Retail E-Commerce
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- Retail - App M-Commerce
- Retail - Mobile Web M-Commerce
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- Retail - Mobile Phone M-Commerce
- Retail - Tablet M-Commerce
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- Retail PC E-Commerce
- Retail Other Device E-Commerce
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- Foodservice - Click-and-Collect E-Commerce
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- Third-Party Delivery - Foodservice E-Commerce
- Other Delivery - Foodservice E-Commerce
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- Foodservice - App M-Commerce
- Foodservice - Mobile Web M-Commerce
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- Foodservice - Mobile Phone M-Commerce
- Foodservice - Tablet M-Commerce
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- Foodservice PC E-Commerce
- Foodservice Other Device E-Commerce
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- Air Travel E-Commerce
- Car Rental E-Commerce
- Cruise E-Commerce
- Experiences and Attractions E-Commerce
- Lodging (Source) E-Commerce
- Packages E-Commerce
- Surface Travel E-Commerce
- Other Travel Products E-Commerce
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- Travel - App M-Commerce
- Travel - Mobile Web M-Commerce
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- Travel - Mobile Phone M-Commerce
- Travel - Tablet M-Commerce
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- Travel PC E-Commerce
- Travel Other Device E-Commerce
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- Shared Mobility E-Commerce
- Other Mobility E-Commerce
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- Mobility - App M-Commerce
- Mobility - Mobile Web M-Commerce
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- Mobility - Mobile Phone M-Commerce
- Mobility - Tablet M-Commerce
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- Mobility PC E-Commerce
- Mobility Other Device E-Commerce
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- Ticketed Entertainment - App M-Commerce
- Ticketed Entertainment - Mobile Web M-Commerce
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- Ticketed Entertainment - Mobile Phone M-Commerce
- Ticketed Entertainment - Tablet M-Commerce
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- Ticketed Entertainment PC E-Commerce
- Ticketed Entertainment Other Device E-Commerce
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- Streaming Services - App M-Commerce
- Streaming Services - Mobile Web M-Commerce
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- Streaming Services - Mobile Phone M-Commerce
- Streaming Services - Tablet M-Commerce
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- Streaming Services PC E-Commerce
- Streaming Services Other Device E-Commerce
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- Bill Payments - App M-Commerce
- Bill Payments - Mobile Web M-Commerce
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- Bill Payments - Mobile Phone M-Commerce
- Bill Payments - Tablet M-Commerce
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- Bill Payments PC E-Commerce
- Bill Payments Other Device E-Commerce
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- Other - App M-Commerce
- Other - Mobile Web M-Commerce
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- Other - Mobile Phone M-Commerce
- Other - Tablet M-Commerce
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- Other PC E-Commerce
- Other - Other Device E-Commerce
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Digital Shopper
Tracks all sales of goods and services to the public via the internet. Consumer purchases through web platforms are attributed to the country in which the consumer is based, rather than where the merchant is based. Our definition is agnostic as to where the actual payment takes place. If an order is initiated online, we would consider that order to be an e-commerce transaction, even if the order is ultimately paid for in-store, with cash on delivery, by mail via postal cheque, or in person when turning in a ticket and associated payment at a designated ATM or branch facility. Our figures exclude consumer-to-consumer (C2C) and business-to-business (B2B) sales. Business-to-consumer sales (B2C) – in which the business is registered with the government and pays the appropriate taxes – are included. This includes B2C sales on marketplace platforms, which allow many merchants to sell on their website and process the transaction. While both businesses and consumers can sell through marketplaces, only B2C transactions are included in our coverage. Note that online sales from direct selling companies are excluded from our definition. As we are primarily concerned with tracking the importance of the direct selling model (and not where the final sale is made), all sales attributable to a direct selling company will fall into direct selling rather than E-Commerce. Credit or charge card bill payments, mortgages and other loan payments, money transfers, digital person-to-person payments, insurance payments and donations to charities and crowdfunding campaigns are excluded from Euromonitor’s coverage. For C2G transactions, consumer payments made to governments for direct consumption of services and utilities, excluding taxes, fines, and administrative fees, are included. This includes all online purchases made by a consumer to a business for either goods or services regardless of the device (PC, mobile phone, tablet, etc.) used to execute the transaction. It is subdivided into the following eight areas of E-Commerce: Retail, Foodservice, Travel, Mobility, Ticketed Entertainment, Streaming Services, Bill Payments and Other.
See all of our definitionsWhy buy this report?
- Explore today's most innovative digital developments
- Track key digital trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
- Map the future of commerce
This report originates from Passport, our Digital Shopper research and analysis database.
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