A record number of Swedes are shopping online


"E-barometern" analyses the increase and the volume of business, of e-commerce, and is based on information from consumers and e-traders. E-commerce is sale of goods via Internet that are delivered to a consumer's home address, or delivered to a place where the consumer can pick it up.

The categories on top of the list during 2015 were clothes, shoes and home electronics, but books, sport articles, beauty- and health products were also popular items to shop online. At the same time, there was an increase of 40% in the sale of food products last year.

According to the report, one of five purchases were online purchases during 2015. The reasons why consumers chose to shop online, were, above all, the fact that it was easier and cheaper. Most of the consumers. (80%) stated that payment options played a part in whether or not they chose that particular online shop or not. Delivery options have also been an important factor.

Shopping from abroad has been more common, as it has been easier for foreign e-traders to reach the Swedish consumers. During 2015, 26% of the Swedes shopped from abroad, and the most popular EU countries to shop from was the UK (32%) and Germany (28%).

Read the report here. (The report is in Swedish).