Even though Sweden took a more relaxed approach to managing consumers’ movements during the pandemic, with no lockdown measures and voluntary social distancing guidelines – many people chose to work from home during 2020 while avoiding shopping in physical outlets or eating out. As a result, e-commerce growth accelerated, especially in industries such as retailing, foodservice and streaming.
2020 was an extraordinary year for many industries, with the impact of COVID-19 seeing players adapt their business models. However, while retailing and foodservice saw growth, COVID-19 resulted in huge declines for other industries.
In 2020, mobile devices played an ever-increasing role within the e-commerce landscape in Sweden. This was especially the case for smartphones, which have an ever-increasing role in people’s daily lives, leading to a rising value share of purchases, while PC and tablets’ share remains in decline.
COVID-19 has led to many changes in consumer behaviour and lifestyles in 2020, some of which will have a long-lasting impact and result in permanent changes. The pandemic increased the use devices, with elderly consumers, who were previously resistant to digital solutions, embracing online and digital applications.
Companies, especially those mainly focused on brick-and-mortar business before the pandemic, will focus on providing high quality seamless omnichannel experiences to remain competitive. Following recovery from the outbreak, consumers are expected to use more digital services than before the pandemic, with the outbreak of COVID-19 having accelerated the integration of digital alternatives into consumers’ lives.
Following the outbreak of COVID-19 in 2020, grocery retailing is set to see lasting changes over the forecast period. Prior to the pandemic, e-commerce of groceries was not as well developed as other product categories.
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