E-commerce sales grew by 11 percent in 2024, according to Svensk Handel's e-commerce indicator.
All product categories saw an increase in sales, with many experiencing significant growth in percentage terms. However, Svensk Handel advises caution when interpreting the growth figures due to an extremely weak 2023. In comparison with 2022, many categories declined.
"The recovery of e-commerce in 2024 is not only welcome, but also directly necessary. 2023 was a very dark year for many companies," says Per Ljungberg, innovation manager at Svensk Handel, in a press release.
"However, the industry is still in a recovery phase after a very tough period."
A significant part of the growth was driven by a sharp increase in purchases from foreign e-commerce companies. Sales are estimated to be around 18 billion kronor, an increase of over 50 percent compared to 2023.
One explanation is that more and more people are shopping from Chinese low-price actors such as Temu and Shein. Around one in ten Swedish consumers aged 18-89 do so on average per month, according to Svensk Handel.
Per Ljungberg describes the "explosive increase" in purchases from foreign low-price giants as "a major concern" for Swedish and European retailers.
