While store-based retailing has continued to struggle for growth in 2018 with more outlet closures being seen, internet retailing continues to go from strength to strength. E-commerce remains the primary focus of most retailers with players investing in introducing, updating and improving their online platforms.
As of 1 March 2018 PostNord began imposing VAT of 25% and an administrative fee on non-EU purchases. Previously consumers were often able to avoid paying VAT on these purchases enabling them to purchase cheap products from countries such as China, which made them more attractive than purchasing the products from domestic companies.
Mobile internet retailing continues to see more dynamic growth than internet retailing in 2018, which is largely down to the strong penetration of smartphones in Sweden. Although mobile internet retailing still accounts for a smaller share of overall value sales smartphones and tablets now account for the largest share of visits to e-commerce sites, with consumers appreciating the convenience of being able to browse these sites on-the-go as well as at home.
Netonnet remains the leader in internet retailing in 20178. Netonnet was originally a pure internet retailer but it opened its first warehouse-style outlet in 2001, with this growing to a nationwide network of 30 outlets in 2017 thanks to its merger with Siba.
Rumours continue to circulate about Amazon setting up e-commerce in Sweden, with this being fuelled by the company’s purchase of the Amazon.se domain, its entry into a contract with PostNord, which already handles shipping for Zalando, and the purchasing of local real estate.
In a highly fragmented category one of the standout players over the review period has been wish.com from ContextLogic Inc.
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