E-BAROMETER 2024 ANNUAL REPORT

Highlights from the E-barometer 2024 annual report

Key Highlights:

1. Market Performance & Growth

• E-commerce returns to growth after two years of decline, with net sales reaching SEK 140 billion in 2024, marking a 5% increase from 2023​.
• Growth was driven by sectoral shifts and retailers expanding their product offerings.
• The top three e-commerce companies in Sweden, based on consumer ranking, remained Apotea, Amazon, and Zalando.

2. Consumer Behavior & Trends

• Circular commerce is on the rise, as consumers are increasingly interested in second-hand and sustainable shopping.
• Black Friday and Christmas shopping are merging, with 37% of Black Friday week purchases being Christmas gifts​.
• International e-commerce continues to grow, with China leading as the top international marketplace. Temu, Shein, and Amazon remain popular, with one in four Swedish consumers purchasing from China in the past month​.
• Older consumers (65-79 years) are adopting e-commerce more, citing convenience and time savings​.

3. Delivery & Logistics

• Consumer expectations for delivery remain high, with a preference for fast and reliable options.
• Click & Collect saw increased demand, particularly in grocery e-commerce​.
• Logistics planning is crucial due to prolonged campaign periods from October to December​.

4. Technological Developments & AI

• AI is becoming a key factor in e-commerce, but consumer trust remains low. Only 10% of consumers used AI for product searches, and just 1% relied on AI for their last purchasing decision​.
• AI is mainly used for customer service chatbots, inventory optimization, and personalized recommendations.
• Retailers are focusing on personalization, but there is a gap between consumer expectations and what businesses perceive as personalized​.

5. Sector-Specific Insights

• Home electronics struggled, experiencing a third consecutive year of negative growth due to recession impacts​.
• Books and media saw a turnaround, with 2% growth in 2024, driven by an expanded product range beyond books​.
• Grocery e-commerce grew by 5%, with increasing investments in subscription-based services like Foodora Pro and Wolt​.
• Pharmacy e-commerce grew by 20%, remaining one of the strongest-performing categories​.

6. Future Outlook (2025-2027)

• Recovery is expected, but Swedish consumers remain cautious about spending​.
• AI and technological innovation will continue shaping e-commerce, improving personalization and efficiency.
• Sustainability regulations in the EU will impact e-commerce, requiring retailers to adapt to stricter environmental standards​.
• Google insights suggest that omnichannel strategies, keyword optimization, and AI-driven marketing will be critical success factors​.

The E-barometer concludes with three future scenarios predicting Swedish e-commerce growth up to 2027, considering economic recovery, global competition, and evolving consumer behavior​.