Online Shopping in Sweden: The Insider’s Guide to Top Retailers

Forget what you knew about Scandinavian retail a few years ago. The Swedish e-commerce market has shifted dramatically. As of late 2025, we aren’t just talking about a tech savvy population; we are looking at a market generating approximately 160 billion SEK (about $15 billion USD) annually.

With an 89% user penetration rate, Sweden is the digital engine of Northern Europe. But for the uninitiated, it can be tricky. While highly developed compared to markets like Georgia or emerging regions, Sweden has unique quirksspecifically regarding delivery lockers, ID requirements, and a recent shake up in who actually dominates the market.

The State of Swedish E-Commerce (2025 Edition)

If you are looking for data from 2020, throw it out. The hierarchy has changed.

For years, local heroes ruled the roost. However, Amazon.se has officially taken the crown as Sweden’s largest pure play e retailer, generating roughly 27 billion SEK (2.6 billion USD) in 2024. This marks a massive shift in consumer behavior, moving away from fragmented local sites to centralized marketplaces.

Meanwhile, traditional electronics giants like Elgiganten remain heavyweights with over 15 billion SEK in turnover, while the pharmacy sector continues to explode, led by the tech forward Apotea.

Why Shop Online in Sweden? (The Practitioner’s View)

It’s not just about convenience; it’s about access. Physical retail in Sweden can be expensive due to high overheads. Online stores often operate with leaner margins.

The Pros

• • High Automation: Warehouses like Apotea’s are world-class in automation, meaning same day dispatch is the standard, not the exception.

• • Consumer Protection: Sweden has strict distance selling laws (Distansavtalslagen), usually giving you a 14-day right of withdrawal.

• • English Accessibility: While some local sites are Swedish only, browsers translate them perfectly, and customer support almost always speaks fluent English.

The Friction Points

It isn’t all perfect. Here is what trips up newcomers:

• • BankID is King: Many sites prefer payment via Klarna or Swish, which often require a Swedish BankID. If you don’t have one, stick to credit cards (Visa/Mastercard).

• • Geographic Limits: Some grocery services have pulled back their delivery maps (more on that in the Mathem section below).

Top 6 Swedish Online Stores You Need to Know

We’ve curated this list based on current market dominance and reliability in late 2025. These are the sites that actually deliver.

1. Amazon.se (The New Leader)

Best for: Literally everything.

Amazon has solidified its grip on Sweden. As of December 2025, the threshold for free shipping is 229 SEK for qualified items. If you are a heavy shopper, the Prime membership (59 SEK/month) is a no brainer for the free delivery alone. It is the closest experience to shopping in the Netherlands or Germany regarding speed and inventory depth.

2. Apotea

Best for: Pharmacy, health, and beauty.

Apotea isn’t just a pharmacy; it’s a logistics marvel. Recently named “E-commerce of the Year 2025” by Svensk Handel, they grew sales by 20% in 2024 to reach 6.54 billion SEK. They recently IPO’d on Nasdaq Stockholm, ensuring they have the capital to keep their prices lower than physical pharmacies. If you need painkillers, vitamins, or skincare, start here.

3. CDON

Best for: Electronics and niche items.

CDON has evolved. It is no longer just a retailer; it is a massive Nordic marketplace (similar to how Amazon works with third-party sellers). After integrating with Fyndiq, they are a pure marketplace operator. In Q3 2025 alone, they moved nearly half a billion SEK in merchandise. It remains a top choice for electronics, media, and finding competitive prices from various Nordic sellers.

4. Zalando Sweden

Best for: Fashion (New and Pre owned).

Zalando is the go-to for fashion across Europe, much like the top clothing sites in Germany. In Sweden, their “Pre owned” section has gained massive traction in 2025 due to sustainability trends. You can buy quality checked second-hand items (brands like Tiger of Sweden or Closed) directly through the platform with the same return policies as new clothes.

5. Mathem (Oda Group)

Best for: Groceries (Stockholm area).

Practitioner Tip: Be careful with older guides that say Mathem delivers everywhere. After merging with Oda and entering reconstruction in 2024 to cut losses, Mathem closed its warehouses in Malmö and Gothenburg. As of 2025, their operations are heavily concentrated in the Stockholm region, utilizing their high-tech Larsboda facility. If you live outside the capital, check your postcode first.

6. IKEA Sweden

Best for: Furniture and home goods.

You can’t list Swedish retail without IKEA. Their online integration has improved significantly. They now offer “Click and Collect” at various points and reasonably priced truck delivery. It’s the default for affordable home renovations.

Logistics: How Delivery Actually Works

Sweden does delivery differently. Do not expect packages to be left on your doorstep if you aren’t home (unless you specifically request it via an app).

• • PostNord: The incumbent. They handle the bulk of mail and packages. Usually, items go to an “Ombud” (a local kiosk or grocery store) where you pick them up with ID or the PostNord app.

• • Instabee (Budbee/Instabox): The challenger. Budbee and Instabox merged to form Instabee. They are the leaders in “locker” delivery (red boxes found in shops) and precision home delivery where you can track the truck in real-time.

• • DHL: widely used for larger international shipments.

Pro Tip: Download the PostNord and Instabee apps immediately upon arrival in Sweden. You will need them to open lockers and identify yourself digitally.