Even though the COVID-19 restrictions in Sweden were not as severe as in many other countries, Swedes still tried to avoid crowded places for their own safety. Most consumers looked to take fewer shopping trips, with widespread concerns over catching the virus.
As a reaction to COVID-19, many players launched various new strategies and services, many of which were online. Many tried to experiment with live video shopping, and not only apparel and footwear players.
Amazon entered Sweden in 2020. Being the leading player in e-commerce in a number of Western European countries and accounting for large value shares, as well as having extensive experience, know-how and a well-recognised brand name, its entry brought fear to existing e-commerce players, and was a motivator for them to innovate and improve their services further.
Vaccination is likely to lead consumers to regain their confidence in shopping in person in the forecast period. However, some of the habits established during the pandemic are expected to endure, including shopping via e-commerce.
With the increased importance of e-commerce, stronger competition, as well as more demanding customers and higher expectations of the speed of delivery, players will continue to innovate, open new warehouses and partner with players that offer better last-mile delivery solutions in order to stay competitive in the market. For example, to meet the increasing demand for e-commerce during 2021, ICA Group announced it was moving its Apotek Hjärtat e-commerce warehouse to larger premises in Norrköping, whilst it also opened an e-commerce warehouse in Gothenburg.
Amazon entered e-commerce in Sweden towards the end of the review period. It is a mature and fragmented channel with high competition, but Amazon’s value share is expected to increase gradually in the future.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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