After several years of economic uncertainty, Swedish e-commerce is showing clear signs of recovery. In PostNord and HUI Research’s E-barometer 2025, it is evident that e-commerce is not only growing again, it is also reaching new record levels.
In this post, we share some of our key takeaways from the report and what the development may mean for Swedish e-commerce businesses going forward.
The E-barometer 2025 shows that e-commerce increased by 10 percent in 2025 and reached a turnover of SEK 153 billion, higher than the pandemic peak in 2021. E-commerce also continues to gain market share from physical retail, confirming that digital commerce is now a natural part of consumers’ everyday lives.
The recovery is broad. Almost all sectors show positive development, with the strongest growth seen in pharmacies and furniture/home décor, both up 18 percent. Consumer electronics grew by 11 percent.
At the same time, competition remains tough. Price pressure and increased demands for profitability mean that growth does not automatically make things easier.
One of the clearest trends in the report is the rapid growth of circular e-commerce. In 2025, more than 22 million second-hand parcels were shipped, an increase of 50 percent compared to the previous year. Three second-hand players are also among the ten most popular online retailers among consumers.
This demonstrates that circular business models are becoming an increasingly important part of the future of e-commerce.
The report also shows that the line between online and physical retail continues to blur. E-commerce now has a slight edge as the most common channel for consumers’ most recent purchase. Among frequent online shoppers, four out of ten regularly switch between channels.
For e-commerce businesses, this means that seamless customer journeys across channels are no longer a competitive advantage, they are a hygiene factor.
If you would like to learn more about how we help retailers create seamless omnichannel experiences, you can read more here: https://www.litium.se/losningar/omnikanal
AI is influencing e-commerce more and more, particularly in the research and inspiration phases. At the same time, consumers remain cautious about relinquishing control of the actual purchase. Only a small share see AI as most useful in checkout and cart processes. Development is moving fast, but trust and transparency will be decisive.
Learn more about how we view Agentic Commerce and the future of AI-driven customer experiences here.
The E-barometer presents a strong case that Swedish e-commerce is back at record levels. At the same time, we know that different organizations track the market using different methods and samples.
On February 19, Svensk Handel will also release its annual report, and it will be interesting to see whether their figures confirm a similar recovery.
2025 marks a clear turning point, but also the beginning of a new phase with higher expectations. Success going forward will increasingly be determined by:
Efficiency in logistics and operations
Data-driven customer experiences and personalization
Seamless omnichannel capabilities
Flexible platforms that support both growth and change
Do you recognize this development? Do you agree with the trends, or are you seeing something different in your day-to-day operations?
We would love to hear your thoughts.
If you would like to discuss what these trends mean for your e-commerce business, feel free to reach out to us at curious@litium.com or book a short, no-obligation meeting in the calendar below.