How is Swedish e-commerce really doing? What do consumers think about payment methods like Swish, Klarna, Apple Pay, and the newcomer Click to Pay? And how are platforms like Temu and Shein from China affecting the market? In his latest webinar, Nets e-com expert, Patrik Müller, shared key insights from the newly released Swedish e-commerce report, along with his own industry observations. He also showcased physical retailers that are fighting back against online competitors—by leveraging the one thing e-commerce can’t replicate. Here are a few of the key topics Patrik covered:
An Industry on the Move Despite Tough Times
E-commerce in Sweden reached just over SEK 315 billion last year. Growth was modest but still positive. Retail made up the largest share, while the travel segment declined—likely a result of 2024 being a tough year for consumers, with inflation, high interest rates, rising food prices, and overall economic uncertainty.
Still, looking at the bigger picture, the trend is clear: e-commerce continues to grow over time.
Consumer Expectations Are Rising
The top three reasons people shop online are convenience, price, and selection. But high shipping costs, unclear terms, and the absence of preferred payment methods often lead to abandoned carts.
In the webinar, Patrik shares some practical tips on how to reduce cart abandonment.
Swish Still Leads, Apple Pay Gains Ground
Swish remains the most used payment method in Sweden, even though usage has dipped slightly. Card payments remain stable, and PayPal continues to grow as more Swedes shop from international sites.
Apple Pay, however, has seen significant growth. At one merchant Patrik studied, Apple Pay accounted for over one-third of all payments shortly after being introduced. He also highlights a newer method in the webinar—Click to Pay—making card payments easier without entering card numbers.
What Gives Physical Stores the Edge?
During a recent visit to London, Patrik noted that many stores have transformed into attractions. The Lego flagship store, for example, has lines out the door for most of the day. The in-store experience—colors, sounds, scents, and live interaction—is something digital channels can’t fully replace.
Still, digital shouldn’t be neglected. As the CEO of Gekås recently put it: “E-commerce is without a doubt the future. But many have lost their store.”
Shopping from Abroad Is Growing Again
International e-commerce, particularly from China, is booming. Platforms like Temu and Shein have quickly become household names in Sweden. The impact is visible both in web traffic and parcel delivery statistics. Discussions are underway regarding tighter regulations, new fees, and updated customs thresholds to address this trend.
A Fragmented Landscape of Payment Options
Consumers today have more payment options than ever before. Apple Pay is on the rise. Swish is testing recurring payments and tap-to-pay features for in-store use. Click to Pay allows card payments without manually entering card details.
It’s increasingly important to offer the right mix of payment options—many consumers will abandon their purchase if their preferred method is missing.
What’s Next?
Forecasts from HUI suggest that by 2030, e-commerce could account for more than 50% of non-daily goods purchases. But competition is intensifying. When shopping online, Swedish consumers now have the whole world at their fingertips.
According to Patrik, the winners will likely be those who master both online and offline retail—and who know exactly what their customers expect, from first click to final delivery. 📄 Download the e-commerce report here
👇 Watch the full webinar here