瑞典社交媒体应用行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSE-commerceinSwedenCHAPTER

01OverviewE-commercerevenueinSwedenfrom2004to2023(inbillionSEK)E-commercerevenueinSweden2004-202316014613614013312212010087778060402006757.950.142.93731.627.72522.120.417.714.396.82004

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20234Description:In2023,onlineshoppinginSwedenwasestimatedataround133billionSwedishkronor,downfrom136billionin2022.TheCOVID-19epidemicledtoasignificantincreaseinonlinecommerceinSweden,from87billionSwedishkronorin2019to146billionin2021.ReadmoreNote(s):Sweden;2004to2023Source(s):HUIResearch;Kantar;PostNord;SvenskDigitalHandelE-commercerevenueinSwedenfromJanuarytoDecember2023(inbillionSwedishkronor)Monthlye-commercerevenueinSweden2023181615.714.31412.912.512121211.51210810.810.2109.864202023-012023-022023-032023-042023-052023-062023-072023-082023-092023-102023-112023-125Description:In2023,NovemberandDecemberwerethemostprofitablemonthsfore-commerceinSweden.Thisisnotsurprising,asitisduringthemonthsofholidaysandgift-givingthatconsumersaremostinclinedtoshoponline.InNovember2023,around14.3billionSEKweregeneratedfromonlinesales,andthisincreasedtoaround15.7billionSEKinDecemberofthatyear.ReadmoreNote(s):Sweden;JanuarytoDecember2023Source(s):SvenskHandelE-commercerevenueinSwedenin2023,byproductcategory(inbillionSEK)E-commercerevenueinSweden2023,byproductcategoryRevenueinbillionSEK100515202530HomeelectronicsClothingandfootwearGroceries271915Pharmaceuticals12HomedecorandfurnitureBuildingmaterial87SportsandrecreationgoodsBooksandmedia556Description:InSweden,therevenueofhomeelectronicsreached27billionSwedishkronorin2023,beingthebest-sellingB2Cmerchandisethatyear.Thefashionsegmentfollowedwith19billionSwedishkronor.ReadmoreNote(s):Sweden;2023Source(s):HUIResearch;PostNord;SvenskDigitalHandelShareofthee-commercemarketoutofthetotalretailmarketinSwedenfrom2007to2023E-commerceshareofthetotalretailinSweden2007-202318%16%14%12%10%8%16%15%14%14%11%9.8%8.7%7.7%6.9%20156.1%20145.5%20136%4.8%20124.3%3.9%20103.6%20093.4%20084%2%0%3%20072011201620172018201920202021202220237Description:From2007to2021,thee-commerceshareofthetotalretailmarketinSwedensteadilyincreased.Onlineretailaccountedfor15percentoftotalretailin2022,downonepercentagepointfrom2021.Thismarksthefirsttimee-commercehasdecreasedinthecountry.SinceconsumersreturnedtophysicalstoresaftertheCOVID-19pandemic,e-commercesufferedlosses.In2023,theonlineshareofthetotalretailmarketstoodat14percent.

ReadmoreNote(s):Sweden;2007to2023Source(s):HUIResearch;PostNord;SvenskDigitalHandelYear-over-yeare-commercerevenuechangeinSwedenfromJanuarytoDecember2023MonthlyonlineYoYretailrevenuechangeinSweden202310%4%5%1%0%2%-3%-5%-5%-7%-8%-10%-15%-20%-25%-10%-12%-14%-15%-19%2023-012023-022023-032023-042023-052023-062023-072023-082023-092023-102023-112023-128/statistics/653443/monthly-online-retail-revenue-increase-in-swedenThemonthlyonlineyear-over-year(YoY)revenuefluctuatedinSwedenfromJanuarytoDecember2023.ThegrowthratepeakedinJulyatfourpercent,whileinSeptembertheonlinesalesdecreasedby19percentcomparedtothesamemonthin2022.ReadmoreNote(s):Sweden;JanuarytoDecember2023Source(s):SvenskHandelYear-over-yeare-commercerevenuechangeinSwedenfrom1stquarter2021to4thquarter2023QuarterlyYoYonlinerevenuechangeinSweden2021-202350%44%40%30%20%10%0%7%6%-3%-4%-5%-5%-10%-20%-8%-11%-14%-15%-15%Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q420239Description:Duringthesurveyedperiod,theyear-over-year(YoY)revenuechangeofe-commerceinSwedenwasthehighestinthefirstquarterof2021.TheYoYgrowthinonlinecommercewasaround44percentinthatquarter.Thefinalquarterof2021andthefirstquarterof2022recordedthesmallestrateofgrowth,withadecreaseof15percent.ReadmoreNote(s):Sweden;Q12021toQ42023Source(s):SvenskHandelPercentagechangeindomestice-commercerevenueinSwedenbetween2022and2023,bycategoryYoYchangeine-commercerevenueinSweden2022-2023,bycategoryYear-on-yearrevenuechange-30%

-20%

-10%-50%Nicotineandtobaccoproducts-40%0%10%20%30%21%PharmacyproductsBeautyandhealthcareproductsClothingorfootwearCar,boatormotorcycleequipmentHomedecor10%1%0%-1%-5%-6%SportsandleisureproductsBooks,magazines,etc.Alcohol-9%-12%Buildingsupplies-16%-16%-18%HomeelectronicsChildren'sitemsortoysFurniture-38%10Description:FromJanuarytoDecemberin2022tothesameperiodin2023,thefurniturecategoryinSwedenhadthegreatestyear-over-year(y-o-y)changeinonlineshopping.Ascomparedtothepreviousyear,e-commercerevenuesforfurnituredecreasedbyalmost40percentin2023.Homeelectronicsandbuildingsupplies,whichbothdroppedby16percent,wereotherproductcategoriesthatwereseverelyimpactedbylowerconsumerdemand.

ReadmoreNote(s):Sweden;JanuarytoDecember2023comparedJanuarytoDecember2022Source(s):Novus;SvenskHandelMarketshareofe-commercesoftwareplatformsinSwedenasofDecember2023E-commercesoftwareusagedistributioninSweden2023Marketshare15%0%5%10%20%25%30%35%ShopifyWooCommerceCheckoutWixStores32%14%13%SquarespaceAddtoCartTextalkWebshopQuickbutik11%4%4%Hemsida243%Other19%11Description:Shopifywasthee-commercesoftwarewiththebiggestmarketshareinSweden,asofDecember2023.Aroundone-thirde-commercewebsiteswerecreatedusinge-commerceplatformsempoweredbyShopify,whilearound14percentwerebasedonWooCommerceCheckout.ReadmoreNote(s):Sweden;December1,2023;websitesusinge-commercetechnologiesinSwedenwhichusedthe.SEextensionSource(s):BuiltWithCHAPTER

02LeadingplayersMostpopularonlineshopsinSwedenasofDecember2023MostpopularonlineshopsinSweden2023Shareofrespondents0%10%20%30%40%50%Apotea.seAmazon50%35%Apoteket.seZalando29%29%CDON25%H21%Elgiganten.seNetonnet.seCIBCoopW19%18%17%17%16%10%10%13Description:WeaskedSwedishconsumersabout"Mostpopularonlineshops"andfoundthat"Apotea.se"takesthetopspot,while"W"isattheotherendoftheranking.ReadmoreNote(s):Sweden;JanuarytoDecember2023;2027respondents;18-64yearsSource(s):ConsumerInsightsToponlinestoresinSwedenin2022,bye-commercenetsales(inmillionU.S.dollar)Sweden:Top10onlinestoresE-commercerevenueinmillionU.S.dollar0apotea.se100200300400500600520.8403elgiganten.sezalando.se368.2357.2341.8332.8netonnet.seapoteket.seshein.se292.6268.8258.4mathem.se232.714Description:Apotea.seisleadingtheSwedishe-commercemarket,withe-commercenetsalesofUS$520millionin2022generatedinSweden,followedbywithUS$403million.Thirdplaceistakenbyelgiganten.sewithrevenuesofUS$368million.AisthefourthbiggestonlinestoreinSwedenwithnetsalesofUS$357millionin2022.ReadmoreNote(s):Sweden;2022Source(s):ecommerceDB.com;Mostpopulare-commerceandshoppingwebsitesinSwedeninDecember2023,basedonshareofvisitsLeadinge-commerceandshoppingwebsitesinSweden2023,basedonvisitshareShareofvisits8%0%2%4%6%10%12%14%16%18%blocket.seamazon.se15.28%9.62%prisjakt.nu9.38%6.65%4.33%15Description:TheonlinemarketplaceandclassifiedadsplatformBlocketwasthemostvisitede-commerceandshoppingsiteinSweden,asitaccountedforabout15percentofdesktoptrafficinDecember2023.Amazonfollowedwith9.62percentofvisits.

ReadmoreNote(s):Sweden;December2023;desktoponly;category:E-commerceandshoppingSource(s):SimilarWebMostpopularonlinemarketplacesinSwedeninDecember2023,basedonshareofvisitsLeadingonlinemarketplacesinSweden2023,basedonvisitshare25%19.66%20%15%10%5%12.74%11.34%8.97%7.72%0%16/statistics/1256502/sweden-market-share-of-leading-marketplacesInDecember2023,AmazonwasthemostvisitedmarketplaceinSwedenwithnearly20percentofdesktopvisitsinthiscategory,aheadof.Temurankedthirdwithover11percentofalldesktoptraffictomarketplacesinthecountry.

ReadmoreNote(s):December2023;desktoponly;category:E-commerceandshopping-MarketplaceSource(s):SimilarWebMostpopularfashionandapparelwebsitesinSwedeninDecember2023,basedonshareofvisitsLeadingfashionandapparelwebsitesinSweden2023,basedonvisitshareShareofvisits6%0%2%4%8%10%12%zalando.se10.15%4.37%bokadirekt.sesellpy.se3.76%3.02%2.91%17Description:InDecember2023,zalando.sewasthemostvisitedwebsiteforfashionandapparelproductsinSweden,asitaccountedfor10.15percentofthedesktoptrafficinthiscategory.ThemarketplacewasfollowedbythesiteofH&M,withnearly4.37percentofdesktopvisits.ReadmoreNote(s):Sweden;December2023;desktoponly;category:FashionandapparelSource(s):SimilarWebMostpopularrestaurantanddeliverywebsitesinSwedeninDecember2023,byshareofvisitsLeadingrestaurantanddeliverywebsitesinSweden2023,byvisitshareShareofvisits8%0%2%4%6%10%12%14%16%15.17%7.45%6.08%olearys.se5.9%5.14%18/statistics/1327800/most-visited-restaurant-delivery-websites-swedenInDecember2023,wasthemostvisitedwebsiteintherestaurantanddeliverycategoryinSweden,accountingforjustover15percentofdesktoptraffic.UberEats'webpagecameinsecondplace,withavisitshareof7.45percent.

ReadmoreNote(s):Sweden;December2023;desktoponly;category:Foodanddrink-RestaurantsandDeliverySource(s):SimilarWebMostpopularcouponsandrebateswebsitesinSwedeninDecember2023,basedonshareofvisitsLeadingcouponsandrebateswebsitesinSweden2023,basedonvisitshareShareofvisits20%0%5%10%15%25%30%35%40%fyndiq.se37.06%15.99%cuponation.sesokrabatt.se7.65%3%2.49%19Description:Fyndiq.sewasthemostvisitedonlineplatformofferingcouponsandrebatesinSwedeninDecember2023byalargemargin.Thewebsitegatheredabout37percentofalldesktopvisitstocouponanddiscountwebsitesintheNordiccountry.Lrankedsecond,accountingforapproximately16percentoftrafficinthiscategory.ReadmoreNote(s):Sweden;December2023;desktoponly;category:CouponsandrebatesSource(s):SimilarWebLeadingshoppingappsinSwedenin2023,bynumberofdownloads(in1,000s)MostdownloadedshoppingappsinSweden2023Numberofdownloadsinthousands1,00005001,5002,0002,500Temu:ShopLikeaBillionaireVinted:SellvintageclothesSHEIN-ShoppingOnlineLidlPlus2,224.771,042.49791.22720.68TooGoodToGo:EndFoodWasteAmazonShopping664.1444.02417.46Sellpy-ShopSecondHandIKEAH&M-welovefashionZalando–onlinefashionstoreEpassi355.74320.42319.97280.5eTilbudsavis255.35246.38B–Clothes&shoes20Description:In2023,TemuwasSweden'smostdownloadedshoppingapp.TheChineseretaileramassedovertwomillionappdownloadsontheGooglePlayStoreandAppleAppStore.Vintedrankedsecond,withoveronemilliondownloads,followedbySHEINwitharound790,000downloads.ReadmoreNote(s):Sweden;2023;includesfreeappdownloadsfromtheAppleAppStoreandGooglePlayStoreSource(s):AppMagicCHAPTER

03OnlineshoppingMostpopularcategoriesforonlinepurchasesinSwedenasofDecember2023MostpopularcategoriesforonlinepurchasesinSweden2023Shareofrespondents0%10%20%30%40%50%ClothingDrugstore&healthproductsShoes53%36%36%Cosmetics&bodycare30%Bags&accessories24%24%Food&beverages(excl.restaurantdelivery)Books,movies,music&games(excludingdownloads)Accessories23%19%19%Sports&outdoorproductsConsumerelectronics(e.g.,TV,smartphones)Petproducts18%16%Toys&babyproductsFurniture&householdgoods14%13%22Description:Thevarietyofproductsthatcanbepurchasedonlineiscontinuouslygrowing.AmongSwedishconsumersthetwomostpopularcategoriesforonlinepurchasesareClothingandDrugstore&healthproducts.53percentand36percentofconsumersrespectivelychosetheseanswersinourrepresentativeonlinesurvey.Thesurveywasconductedonlineamong2,027respondentsinSweden,in2023.

ReadmoreNote(s):Sweden;JanuarytoDecember2023;2027respondents;18-64yearsSource(s):ConsumerInsightsMostpurchasedsecond-handproductsonlineinSwedenin2ndquarter2023,bycategorySecond-handonlineshoppinginSweden2023,bycategoryShareofconsumers10%

15%0%5%20%19%25%30%35%ClothesandshoesChildren'sproductsandtoysFurnitureandhomedecorHomeelectronics31%18%14%14%Other,suchasmucisandentertainmentSportsandleisureproductsBooks,comicbookset.c11%9%VehiclesandcaraccessoriesAccessoriesandwatches8%5%Art2%Donotknow1%23Description:Asurveyconductedinthesecondquarterof2023revealedthemostpurchasedsecond-handitemsonlineinSweden.Therewasahighdemandforsecond-handfashion.Roughlyone-thirdofSwedishconsumersboughtclothesandshoeswhenshoppingforusedproductsovertheinternet.Onlinepurchasesofpre-ownedchildren'sproductsrankedsecondwith19percentofrespondents.ReadmoreNote(s):Sweden;MaytoJuly,2023;12,000respondents*;*RoundedtotalofthefivesurveyscompletedbetweenMaytoJuly2023.ReadmoreSource(s):Kantar;PostNordOnlineshoppingfrequencyinSwedenin2023OnlineshoppingfrequencyinSweden202335%33%30%26%25%20%17%15%15%10%5%5%0%3%MorethanonceadayOnceaday2to3timesaweekOnceaweekOnceamonthLessthanonceamonth24Description:ThemostcommononlinepurchasefrequencyinSwedenisonceamonth,accordingtoa2023study.Aroundone-thirdofonlineshoppersboughtitemsonlineonceamonth.AquarterofSwedishshoppersreporteddoingonlineshoppingonceaweek,makingitthesecondmostpopular.Onlyfivepercentofthosesurveyedreportedthattheymakedailypurchasesofproductsonline.ReadmoreNote(s):Sweden;2023Source(s):DHLGroupAverageordervalueofe-commercepurchasesinSwedenfromJanuarytoDecember2023(inthousandSwedishkronor)MonthlyaverageordervalueofonlinepurchasesinSweden20233,0002,5002,5612,4112,2882,2322,1782,1822,1182,0171,9332,0001,5001,0005001,8911,8541,84702023-012023-022023-032023-042023-052023-062023-072023-082023-092023-102023-112023-1225Description:In2023,theaverageordervalueofe-commercepurchasesinSwedenwasthehighestinDecember.Duringthatmonth,theaveragevalueofonlineshoppers'orderswasapproximately2,561SEK.Thesecond-highestfigurewasrecordedinNovember,whentheaverageordervaluefore-commercepurchaseswasroughly2,411SEK.Thefirstmonthoftheyear2023sawthelowestvalueofapproximately1,854SEK.

ReadmoreNote(s):Sweden;JanuarytoDecember2023Source(s):SvenskHandelPreferencesofonlineshoppersondeliverymethodsinSwedenin2023OnlineshopperspreferreddeliverychoicesinSweden202350%45%45%40%35%30%25%20%15%10%5%22%21%12%0%HomedeliveryParcellockerParcelshop/conveniencestoreLeftwithaneighbororsafeplace26Description:Accordingtoasurveyconductedin2023,approximately45percentofSwedishonlineshoppersoptedforhomedeliveryastheirpreferredparceldeliverymethod.Parcellockerswerealsoapopularchoiceamongstonlineshoppers,asoverone-thirdofthemfavoredthisdeliverymethod.Theleastpreferredmethodwastoleavepackagestoneighborsorinasafeplace.

ReadmoreNote(s):Sweden;2023Source(s):DHLGroupMostcommononlinepaymentsbytypeinSwedenasofDecember2023MostcommononlinepaymentsbytypeinSweden2023Shareofrespondents0%10%20%30%40%50%60%59%DirectdebitDebitcard56%54%ByinvoiceOnlinepaymentservices(e.g.,PayPal,AmazonPay)Creditcard42%34%Prepaidcards/vouchers25%Cashinadvance14%Cashondelivery7%IhavenotconductedanypaymentsonlineOther2%4%27Description:"Directdebit"and"Debitcard"arethetoptwoanswersamongSwedishconsumersinoursurveyonthesubjectof"Mostcommononlinepaymentsbytype".ReadmoreNote(s):Sweden;JanuarytoDecember2023;2027respondents;18-64yearsSource(s):ConsumerInsightsMostreturnedonlinepurchasesbycategoryinSwedenasofDecember2023MostreturnedonlinepurchasesbycategoryinSweden2023Shareofrespondents10%

20%0%30%40%50%ClothingShoes29%16%Bags&accessories10%AccessoriesCosmetics&bodycare7%7%7%Food&beveragesBags&luggage6%Consumerelectronics(e.g.,TV,smartphones)Sports&outdoorproductsBooks,movies,music&games(excludingdownloads)Furniture&householdgoodsHouseholdappliances6%6%5%5%5%5%Petproducts28Description:Whenaskedabout"Mostreturnedonlinepurchasesbycategory",mostSwedishrespondentspick"Clothing"asananswer.29percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Sweden;JanuarytoDecember2023;2027respondents;18-64yearsSource(s):ConsumerInsightsAttitudestowardsonlineshoppinginSwedenasofDecember2023AttitudestowardsonlineshoppinginSweden2023Shareofrespondents0%10%20%30%40%50%49%WhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstCustomerreviewsontheinternetareveryhelpful43%Iusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletIusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIwanttoseeandtouchanitembeforeIbuyit33%29%25%Iprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)17%17%15%WhenIorderanitem,IpreferexpressshippingWhenIbuyanitem,IwanttoholditinmyhandthesamedayIamexcitedaboutusingAugmented&VirtualRealitywhileshoppingNoneoftheabove11%9%29Description:Whenaskedabout"Attitudestowardsonlineshopping",mostSwedishrespondentspick"WhenIplanamajorpurchase,Ialwaysdosomeresearchontheinternetfirst"asananswer.49percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Sweden;JanuarytoDecember2023;2027respondents;18-64yearsSource(s):ConsumerInsightsProblemsencounteredwhenshoppingonlineinSwedenin2023ProblemsencounteredwhenshoppingonlineinSweden2023Shareofindividuals0%5%10%15%20%25%30%35%40%45%SpeedofdeliveryslowerthanindicatedWebsitewasdifficulttouseorworkedunsatisfactorilyDifficultiesinfindinginformationconcerningguaranteesandotherlegalrightsWrongordamagedgoods/servicesdeliveredComplaintsandredressweredifficultorunsatisfactoryresponsetocomplaintFinalcostshigherthanindicated21%11%11%7%7%6%5%ForeignretailerdidnotselltoSwedenProblemswithfraudencountered2%Otherproblems4%Havenotencounteredanyproblems39%30Description:In2023,themostcommonissuewithplacingonlineordersinSwedenwasalongerdeliverytimethanexpected,accordingtoone-fifthꢀoftherespondents.Roughly11percentoftherespondentssaidthatwebsiteusabilitywasafactorthathinderedonlinepurchases.Nonetheless,approximatelyfouroutoftenconsumersstatedthattheyhadencounterednodifficultieswhileconductingonlineshopping.ReadmoreNote(s):Sweden;2023;16-85yearsSource(s):StatisticsSwedenCHAPTER

04Cross-bordere-commerceShareofcross-borderonlineshoppersinSwedenfrom1stquarter2020to4thquarter2023Quarterlycross-bordere-commerceconsumersinSweden2020-202325%21%21%20%15%10%5%19%18%18%18%18%18%17%17%16%16%16%15%15%14%0%Q12020

Q22020

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Q4202332Description:Theshareofcross-borderonlineshoppersinSwedenrangedfrom14to21percentduringthesurveyperiodfromthefirstquarterof2020tothefourthquarterof2023.Thefourthquarterof2020andthesecondquarterof2021sawthehighestpercentage,21percent.Inthefirstquarterof2022,theshareofonlineshopperswhomadepurchasesfromforeignstoresreacheditslowestpointat14percent.

ReadmoreNote(s):Sweden;Q12020toQ42023Source(s):SvenskHandelCross-borderonlineshoppinginSwedenin2023,byproductcategoryCross-borderpurchasesinSweden2023,bycategoryShareofrespondents0%10%20%30%40%50%60%70%ClothingandfootwearSports,leisureandhobbyitemsFoodandbeveragesConsumerelectronicsCosmetics64%25%18%18%16%FurnitureandhomewareHealthsupplementsBooks12%11%10%CDsandDVDs5%Householdappliances3%33Description:Accordingtoa2023survey,Sweden'smostpopularonlinecross-borderpurchaseswereclothingandfootwear.Around64percentofrespondentspurchasedfashionviatheinternetfromforeignsites.Thesurveyrevealedthatthesecond-mostpurchaseditemswerethoserelatedtosports,leisure,andhobbies(25percent).Foodandbeveragesfollowed,witharound18percentofcross-bordershoppersacquiringtheseitems.

ReadmoreNote(s):Sweden;2023Source(s):DHLGroupMainreasonsforcross-borderonlineshoppinginSwedenin2023Reasonsforcross-bordere-commerceinSweden2023Shareofrespondents0%10%20%30%40%50%60%LowerpriceTheproductorbrandisnotavailableinmycountryWiderchoiceofproductsPreviousgoodexperienceLowdeliverycosts54%35%35%26%18%Betterqualityproducts13%Deliveryisfaster10%Other1%34Description:A2023studyfoundthatSwedishonlineshoppersprimarilyshopatforeignwebstoresduetotheircheaperprices.Overhalfofthesurveyrespondentscitedthisastheprimaryreasonforconductingcross-borderonlineshopping.OthermainreasonswhyconsumersbuyfromabroadarethattheproductisnotavailableinSweden,thereisabiggerchoiceofproducts,andtheyhavegoodexperiencewithcross-bordere-commerce.

ReadmoreNote(s):Sweden;2023Source(s):DHLGroupMainreasonswhyonlineshoppersdonotpurchaseproductscross-borderinSwedenin2023Reasonsstoppingonlineshoppersfrompurchasingcross-borderinSweden2023Shareofrespondents10%

20%0%30%40%50%60%CustomschargesLongerdeliverytime51%45%Fearoffraud40%IcanfindeverythingIneedinmyowncountryIprefertosupporttheeconomyinmyowncountryReturncosts35%31%28%DataprotectionandsecurityUnfamiliardeliveryproviderComplexreturnsprocess24%23%21%21%UnsureaboutdifferentconsumerprotectionlawsLimitedpaymentoptions17%17%Lackofsimple‘trackandtrace’Languagebarrier10%35Description:In2023,customchargeswerethebiggestreasonSwedishshoppersdidnotwanttobuyfromforeignonlinestores.Overhalfofthesurveyrespondentscitedcustomchargesastheirmainreasonagainstcross-bordere-commerce.Around45percentofonlineshopperssaidthatlongerdeliverytimesstoppedthemfromorderingfromoverseas.Fearoffraudfollowed,with40percentofsurveyrespondents.

ReadmoreNote(s):Sweden;2023Source(s):DHLGroupLeadingmarketsoforiginofcross-borderonlinepurchasesinSwedenin2022,bymarketshareMaincross-borderonlineshoppingoriginmarketsinSweden2022,bymarketshare35%29%30%25%20%15%10%5%20%11%0%ChinaGermanyUnitedKingdom36/statistics/1382352/countries-from-which-online-shoppers-purchase-in-swedenIn2022,Sweden'slargestshareofcross-borderpurchasescamefromChina.Chinesecross-borderpurchasesaccountedfor29percentofthemarket.GermanyandtheUnitedKingdom(UK)followed,with20percentand11percent,respectively.

ReadmoreNote(s):Sweden;2022Source(s):PPROCHAPTER

05ConsumersNumberofusersofe-commerceinSwedenfrom2020to2029(inmillions)Numberofusersofe-commerceinSweden2020-202910.59.399.58.57.56.55.54.59.018.638.217.757.166.746.315.795.29202020212022202320242025202620272028202938Description:ThenumberofusersintheE-commercemarketinSwedenwasforecasttocontinuouslyincreasebetween2024and2029byintotal2.2millionusers(+30.73percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach9.39millionusersandthereforeanewpeakin2029.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Sweden;2020to2029Source(s):DigitalMarketInsightsE-commercepenetrationinSwedenfromJanuarytoDecember2023OnlinebuyerpenetrationinSwedenin202380%75%72%69%69%68%68%70%60%50%40%30%20%10%0%67%67%67%67%65%64%2023-012023-022023-032023-042023-052023-062023-072023-082023-092023-102023-112023-1239Description:In2023,thee-commercepenetrationrateinSwedenrangedbetween64and75percent.Onlineshoppingpeakedduringthefestiveperiod.InNovember,approximately72percentofSwedesmadepurchasesonline,whereasDecemberrecordedthehighestshare,atroughly75percent.ꢀThelowestsharewasrecordedinJanuary,ataround64percent.ReadmoreNote(s):Sweden;JanuarytoDecember2023;18-89yearsSource(s):SvenskHandelShareofonlineshoppersinSwedenin2023,bygenderandageIndividualswhoorderedonlineinSweden2023,bygenderandageWomenMen100%90%80%70%60%50%40%30%20%10%0%95%91%89%88%88%82%82%78%76%69%64%63%45%41%16-24years25-34years35-44years45-54years55-64years65-74years75-85years40Description:OverhalfofSwedishconsumersaged16to74purchasedgoodsonlinein2023.Thisindicatesthattheworkingagepopulationisthedrivingforceofe-commerceinSweden,withthelargestshareofonlineshopperscomingfromthisdemographic.Whencomparinggenders,womenaged25to34engagedthemostine-commerce.Overnin