Swedish e-commerce to grow only six percent this Christmas?

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40 percent of Swedish consumers believe they will shop Christmas presents online for an amount of 4,3 billion SEK this year.

This would mean a growth of six percent compared to last year.

”We plan for a record Christmas again”, says Arne Andersson, e-commerce expert at PostNord.

PostNord’s e-survey showed an increase of 17 percent in sales online during the third quarter. The highest increase is within toys, with a 47 percent upturn from last year. It’s the highest sales acceleration in a single category since 2011. Toys is also the  category after books where most people believe they will do online purchases.

”This consumer category is often under time pressure and wants a comfortable way to shop after closing time. Internet is therefore a natural way to do shopping, especially the upcoming months”, comments Arne Andersson.

Also consumer electronics, the largest segment online, had a strong development in Q3. Sales grew by 18 percent. Clothes and shoes accelerated again after a declining growth six quarters in a row, now + 7 percent.

PostNord, in cooperation with HUI Research and Svensk Digital Handel, also asks the consumers about Christmas. Three out of ten consumers have not yet decided how to do their purchases. This means that the estimated growth of four percent probably will be a bigger.