E-barometern 2025 Annual Report (PostNord / HUI Research)

Summary

• Swedish e-commerce had a record year in 2025 with growth of ten percent, to SEK 153 billion in online sales.p.5
• The overall e-commerce share of retail increased during the year and now stands at 15 percent.p.6
• Online pharmacy sales grew 18 percent to SEK 17.4 billion, and furniture and home furnishings also grew 18 percent.p.6
• Books and media was the weakest sector, with a decline of three percent.p.6
• Just over 22 million parcels containing second-hand items were sent in 2025, an increase of 50 percent.p.23
• Swedish consumers are estimated to have purchased items worth at least SEK 6 billion from Temu.p.26

Key insights

1. Apotea, Amazon and Zalando top the list of consumers' favourite websites for the fourth year in a row.p.20
2. Vinted is the biggest climber of the year, from seventeenth to eighth place.p.20
3. 40 percent of consumers chose their most recent online store because they had purchased from it before.p.20
4. Grocery e-commerce grew seven percent and the share remains stable at four percent.p.6
5. Second-hand parcels represent an estimated nine percent of all parcels sent.p.23
6. The share of consumers buying second-hand items online rose from 18 to 21 percent between 2023 and 2025.p.23
7. Consumers spent an average of SEK 900 per month on second-hand items online.p.24
8. Customs duty is planned for parcels from outside the EU containing items worth less than 150 euros.p.25