Svensk Handel reports that Swedish e-commerce turnover for March 2026 fell sharply to SEK 10.8 billion, down 19% year-on-year, marking the weakest monthly performance since May 2025.
According to the organisation's latest E-commerce Indicator, the decline was driven not only by fewer online shoppers compared with March last year, but also by a significant drop in average spend per consumer.
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Consumer caution weighs on demand
Per Ljungberg said the industry had anticipated a softer month following discussions with online retailers.
He pointed to broader economic uncertainty as a major factor, alongside speculation later in March around further interest-rate increases, which appears to have dampened consumer confidence and discretionary spending.
Mixed category performance in Q1
Looking across the first quarter, category trends were uneven.
Home electronics failed to match the strong growth recorded in the same period last year. By contrast, clothing, footwear and sporting goods recovered from weaker 2025 comparatives and returned to positive growth territory.
Despite those gains, the overall first-quarter picture for Swedish e-commerce was described as slightly weaker than expected.
Outlook improves cautiously
While acknowledging the disappointing quarter, Svensk Handel struck a more optimistic tone for the months ahead.
Ljungberg noted that the sector has historically rebounded relatively quickly after weak patches, adding that wider economic conditions are moving in the right direction.
Sweden remains one of Europe's more mature digital retail markets, making these figures a useful signal for broader consumer sentiment in the Nordic region. The March downturn suggests households are still cautious on discretionary purchases, even as inflation and macro conditions begin to stabilise. Retailers will now be watching spring and summer trading closely for signs of recovery.
More information:
Svensk Handel
www.svenskhandel.se
