Last year, online sales in Sweden increased 10 percent compared to the year before. In total, ecommerce reached approximately 14 billion euros (153 billion Swedish Kronor). This is the highest turnover ever recorded in the country.
These data come from the latest edition of the E-barometern report from PostNord, a logistics provider in the Nordics. The report focuses on the ecommerce market in Sweden. The company collected information from 101 online retailers.
‘Record-breaking year’
According to the report, 2025 was a record-breaking year for Swedish ecommerce. The previous highest turnover was reached in 2021, with 146 billion Swedish Kronor (around 13.4 billion euros). The turnover of 153 billion Swedish Kronor (14 billion euros) last year, is the highest that the online market has ever reached.
Compared to 2024, online sales increased 10 percent. The total online turnover reached 140 billion Swedish Kronor in 2024. This comes down to 12.9 billion euros.
Online sales per sector
When examining online retailers by industry, seven out of eight sectors measured in the report showed positive growth. It becomes clear that pharmacies have grown a lot last year. Their growth rate was 18 percent. The sector reached a turnover of 1.6 billion euros (17.4 billion Swedish Kronor). The sectors online share also increased, from 23 to 26 percent.
Pharmacies and the category furniture and home furnishings both grew 18% in terms of sales
For the first time since the pandemic, pharmacies faced competition for the top‑growth position. Furniture and home furnishings also increased 18 percent in 2025, although from a lower starting point. This category reached net sales of 860 million euros (9.3 billion Swedish Kronor). The sector’s online share increased slightly, from 13 to 15 percent.
Home electronics remains the category with the highest ecommerce penetration: 51 percent (in 2024, it was 49 percent). Overall, the online share of retail in Sweden was 15 percent last year. This is a slight increase compared to 2024, when the online share was 14 percent.
