Swedish e-commerce turnover surpasses all city centers combined

A new report from Svensk Handel, titled ‘Handelskartan’, reveals a significant structural shift in the Swedish retail landscape. E-commerce now accounts for 15 percent of total retail turnover, officially surpassing the combined turnover of all Swedish city centers, which stands at 13 percent.

The growth in digital sales has been substantial, with online turnover increasing by 99 percent between 2018 and 2025. This expansion is most pronounced in the non-food sector (sällanköpsvaror), such as clothing, electronics, and home decor, where e-commerce now holds a 25 percent market share compared to 16 percent in 2018. In this category, city centers have seen their share decline from 19 percent to 15 percent.

While physical retail still dominates with 85 percent of total turnover, the distribution is changing. External retail areas and standalone stores each account for approximately one-third of the market. Interestingly, the report notes that small towns have strengthened their position since 2018, as more consumers choose to shop locally, contributing to the attractiveness and development of smaller municipalities.