Swedish e-commerce has shown a strong rebound in September 2025, with Svensk Handel's E-handelsindikator estimating online retail turnover at SEK 14.5 billion, marking an 11 percent increase compared with the same month last year. This represents the third consecutive month in which estimated turnover has exceeded all comparable months from 2020 to 2024.
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The growth has contributed to an estimated 13 percent rise in e-commerce turnover for the third quarter of 2025 compared with the same period in 2024. This follows a challenging start to the year, with negative growth in the first two quarters and a particularly weak May. The recovery gained momentum over July, August, and September, signalling a clear turnaround for the sector.
Per Ljungberg, Chief Innovation Officer at Svensk Handel, commented:
"After a tough start to the year, we are finally seeing e-commerce gaining momentum again. Household finances have improved somewhat. Lower interest rates and subdued inflation have given consumers better purchasing power and increased confidence among both consumers and retailers. The combination of strengthened purchasing power and renewed confidence among customers has led to a clear recovery for e-commerce during late summer and early autumn."
Svensk Handel notes that the recent growth is driven primarily by higher average purchase values rather than an increase in the number of online shoppers, which remains stable compared with last year.
Ljungberg added:
"It is clear that e-commerce companies are now benefiting from a long-awaited tailwind after the setbacks of the spring. Consumers are once again willing to commit to purchases they may have previously held off on, which is a much-needed recovery for the industry. We are entering the year's most important quarter with a completely different energy and optimism than just six months ago."
The report highlights that improved consumer confidence, supported by lower interest rates and reduced inflation, has enhanced purchasing power and boosted sentiment among both shoppers and retailers. This combination has enabled e-commerce businesses to recover lost ground and enter the final quarter of the year with renewed optimism.
Svensk Handel's E-handelsindikator continues to provide a key snapshot of online retail trends in Sweden, offering valuable insights for businesses and policymakers tracking the sector's recovery and growth dynamics.
More information:
Svensk Handel
www.svenskhandel.se
