E-barometer Annual Report 2024 (PostNord / HUI Research)

Summary

• For the first time in three years, e-commerce shows positive growth, with an increase of 5 percent for full year 2024.p.5
• Building materials retail fell 6%, with an e-commerce share of 12%.p.6
• The gap between sectors in 2024 was around 25 percentage points, compared with 36 percentage points in 2023.p.6

Key insights

1. E-commerce showed negative growth in both 2022 and 2023.p.5
2. Consumers increasingly prioritise platforms and brands that allow price comparisons.p.5
3. The online pharmacy sector continues at full speed with double-digit growth figures.p.7
4. The e-commerce share of the total has increased marginally after two years of decline.p.6
5. The Riksbank began cutting the policy rate in late spring, strengthening household and business confidence.p.4