Sweden regularly makes headlines because it repeatedly ranks well in international comparisons when it comes to values like happiness, human development or democracy. The large northern European country with the fairly low population takes up a special role not only in terms of international indices associated with societal development. The largest Scandinavian country by surface and inhabitants also has a rather unique eCommerce market. Given the low population density, Sweden has a long mail-order tradition. The high eCommerce penetration, which the Statista Digital Market Outlook estimates to be 74% in 2019, is thus no surprise. Furthermore, Sweden is the cradle of internationally renowned brands like Ikea or H&M, which contribute to the country’s success in eCommerce. According to the Statista Digital Market Outlook, the Swedish eCommerce market was worth US$9.7 billion in 2019, with a strong growth tendency in 2020. When taking a look at Sweden’s top-selling eCommerce URLs, another thing hits the eye:
Four out of the 2019 top 5 biggest online stores in Sweden by net sales are local brands – and Amazon is not number 5. With eCommerce net sales of SEK3,086 million in 2019, the Swedish electronics online store netonnet.se leads the ranking of the top online stores by net sales in Sweden in 2019. apotea.se follows in rank 2, with 2019 net sales of SEK2,623 million. Together with apoteket.se in rank 5, this makes two online pharmacies among the Swedish top 5. Rank 3 is close on the heels – elgiganten.se registered 2019 net sales of SEK2,608 billion. zalando.se in rank 4 is the only non-local brand among the Swedish top 5 online stores by net sales in 2019. The Swedish URL of the German fashion store generated net sales of SEK2,570 billion in 2019. In terms of growth, all five players show positive developments. With a year-on-year growth rate of 21%, 5th-placed apoteket.se registered the highest year-on-year growth in 2019. With 8.4%, leading netonnet.se lags behind, all other top 5 players showed double-digit growth rates between 2018 and 2019. It is thus not impossible that netonnet.se’s pole position will be challenged in the near future.
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