Swedes increasingly shopping online

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E-commerce grew 13% in Sweden in 2019, with sales totaling Skr 87bn (US$8.8bn), according to PostNord’s E-barometer Annual Report.

The survey found that 70% of Swedes between the ages of 18 and 79 bought at least one product online in the last month.

Annual growth in 2019 was 13%, slightly below the 15% seen in 2018, but total sales were up Skr 10bn.

The most popular goods were clothes and shoes, followed by health and beauty products including pharmacy items.

Arne Andersson, e-commerce expert at PostNord, said, “Swedish e-commerce has reached such a large proportion of total commerce that lower percentage growth rates have been expected. We had predicted 14% and now it was 13%.”

The pharmacy industry was also reported on as a separate industry, and posted the strongest growth of 36%. Books and media did not perform well, with only 1% growth in 2019 compared with the previous year.

Andersson said, “In part, it is audio books that have stolen sales in general, both in-store and online. The book industry has been tough for all, with many other forms of media competing for people’s time.”

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Tara has worked for UKi Media & Events since 2013, initially as a freelancer. She has been a journalist for over a decade and has worked for a range of publications, including Personnel Today, Management Today and The Grocer.

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