Swedish e-commerce increases its share of total retail

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Swedish e-commerce contine to gain shares of the total retail sales. The new e-barometern survey from PostNord for 2014 indicates that e-commerce now accounts for 6.4 percent of total turnover in Swedish retail.

Totally internet retailing increased by 16 percent to a total of 42.9 billion SEK.

And more Swedish e-commerce companies have foreign customers.

The Swedish retail sales over the Internet increased by 16 percent during 2014. This means that e-commerce in goods in Sweden had sales of 42.9 billion SEK 2014, and thus accounted for 6.4 percent of total turnover in Swedish retail.

The industries that has most of the Internet’s sale are consumer electronics (10.3 billion), clothing / footwear (7.5 billion) and books / media (3.4 billion).

The sectors that increased their sales most in 2014 were children’s items / toys (38%), construction trade (33%) and sports/recreation (20%).

35 percent of consumers between 18-79 years in Sweden made online purchases goods at least one
once per month. That is six percentage points more than a year ago.

The report also shows that consumers in Sweden made online purchases from abroad for 11.5 billion SEK
in 2014. The countries that most e-traded goods from Britain was followed by US, Germany and China. Clothes / shoes were the product category that most e-acted from foreign sites

Of e-commerce companies, slightly more than one out of ten reports that over 20 percent of their sales goes on export. It is roughly equal proportion as a year ago. However, it is six percentage points more in the survey indicating that they have foreign customers.

The Swedish e-commerce exports go mainly to neighboring Nordic countries.
Of the companies that have foreign customers indicating clearly the most that they come from Norway
and Finland, followed by Denmark. In addition to Nordic countries,  Swedish e-commerce companies are primarily exporting their goods to Germany.

 

Category

Turnover
(MSEK)

Growth
Q4

Growth
full year

Share of
total retail

2014

2014

2013

2014

2013

2014

Hemelektronik

10,3

17%

12%

17%

15%

23%

Kläder/skor

7,5

5%

5%

4%

9%

12%

Böcker/media

3,4

5%

3%

3%

2%

u.s.

Bygghandel*

2

42%

u.s.

33%

u.s.

6%

Heminredning/möbler

1,5

32%

23%

18%

19%

3%

Sport/fritid

1,4

24%

25%

20%

28%

6%

Barnartiklar/leksaker*

1

34%

u.s.

38%

u.s.

u.s.

Övrigt**

15,8

25%

34%

22%

26%

X

Totalt

42,9

16%

18%

16%

17%

6,40%

 

Source: E-barometern