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How Swedish consumers are using e-commerce

A recent survey by HUI Research commissioned by Amazon Sweden has revealed some interesting findings about e-commerce. Here are some of the key findings:

Advantage for younger consumers
Younger Swedes, adept at using e-commerce platforms, have benefited more during the recession. Their digital skills enable them to find better deals online, enhancing their purchasing power compared to older age groups. Digital habits have become crucial in navigating price-sensitive consumer markets.

Photo: Dreamstime

Generational differences in purchasing power
While 33% of 18-29-year-olds report a decrease in purchasing power, their online shopping habits mitigate the impact compared to older demographics. In contrast, 69% of older consumers feel their purchasing power has declined, as they are less likely to capitalise on online discounts and offers, which are more prevalent among younger age groups.

Economic influence on shopping trends
The deteriorating economy has prompted 23% of consumers to shift more of their purchases online. Second-hand goods (17%) and low-priced items (16%) are also gaining popularity.

Price advantage of online shopping
Online prices are generally 30% lower than those in physical stores, according to the E-barometer and PriceSpy survey. This affordability factor drives increased online shopping among Swedes aged 18-49, reflecting their response to economic challenges in 2023.


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