Strong Growth for Retail Ecommerce Sales in Sweden - eMarketer

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Strong Growth for Retail Ecommerce Sales in Sweden

Cross-border accounts for over 25% of total retail ecommerce sales

March 6, 2015

Sweden has seen good growth in retail ecommerce sales over the past few years, and 2014 was no exception. According to a February report from PostNord, Svensk Digital Handel and HUI Research, digital buyers in Sweden spent a total of SEK42.9 billion ($6.25 billion) on online purchases of retail goods last year, representing 16% growth from 2013.

Retail Ecommerce Sales in Sweden, 2007-2014 (billions of Swedish kronor and % change)

As such, digital accounted for 6.4% of total retail sales in the country in 2014.

While internet users in Sweden still tended to prefer domestic ecommerce sites when it came to buying on the web, one-third of digital buyers told PostNord that they had made an online purchase of a retail good from a foreign merchant in 2014. In all, cross-border sales represented more than one-quarter (26.8%) of last year’s total retail ecommerce sales, or SEK11.51 billion ($1.68 billion).

Cross-Border Retail Ecommerce Sales in Sweden, Q1-Q4 2014 (billions of Swedish kronor)

As in 2013, consumer electronics was the single-largest sector in terms of retail ecommerce sales in Sweden last year. PostNord found that digital sales for that industry reached SEK10.3 billion ($1.50 billion) in 2014, up 17% over the previous year. The strongest growth, however, was seen in digital sales of children’s items/toys at 38%, followed by construction at 33%. Nevertheless, these two categories accounted for just SEK1 billion ($145.7 million) and SEK2 billion ($291.5 million) of total retail ecommerce sales in Sweden in 2014.

eMarketer expects retail ecommerce sales in Sweden to grow by 11.7% in 2015 and reach $9.71 billion, representing 3.8% of total retail sales in the country.

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