While the Chinese e-commerce platform Temu has climbed one position since last year, competitor Shein has dropped 13 positions and is no longer on the top list.
Interest in buying second-hand is increasing. Sellpy remains in fourth place and Tradera has moved up from seventh to sixth place. Vinted jumped from 17th to eighth place.
Previous favorites such as Lyko, Boozt, Adlibris, Webhallen and Åhléns are losing some positions on the top list.
Swedish e-commerce experienced historically high sales in 2025, and during the last quarter more consumers stated, for the first time, that their most recent purchase was made online rather than in a physical store.
Correction: A previous version contained incorrect wording about turnover.
The survey was conducted using Kantar's web panel with a nationally representative sample of Sweden's population aged 18–79.
Source: Postnord
