E-commerce continues to outpace physical retail in Sweden, with recent data from Svensk Handels Stilindex revealing strong online growth, particularly in the furniture and home segment. While fashion remains a top performer, it is the shift in consumer behaviour towards digital channels for home-related purchases that stands out.
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In April 2025, many Swedes turned to online platforms to furnish and refresh their living spaces, a trend likely encouraged by milder spring weather and increased focus on home environments. Though specific figures for furniture were not disclosed, the broader surge in online shopping and the subdued growth in physical retail point to a growing reliance on digital storefronts for big-ticket and lifestyle categories, including furniture.
The continued rise in home e-commerce reflects an evolving market where convenience, choice, and home delivery outweigh the need to visit showrooms. Physical retail, while still relevant, is seeing slower growth as consumers increasingly opt to browse and buy from the comfort of their homes.
Industry observers suggest that this shift is not merely seasonal but part of a longer-term change in how Swedes approach home furnishing. With the digital infrastructure for retail now well-established, furniture sellers are being urged to invest further in online experiences and omnichannel strategies to meet changing expectations.
The April figures confirm what many in the industry already suspect—Sweden's furniture market is being reshaped by digital transformation, and the gap between online and in-store retail is widening in favour of e-commerce.
Source: www.ehandel.se