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Ecommerce in Sweden is strong and stable thanks to boasting one of the highest internet usage rates and per capita income in the world. The country is also a pioneer in adopting buy now, pay later payment options for online purchases. Sweden is home to one of the highest VAT rates in the world at 25%.
Revenue in the ecommerce market is projected to reach $12,775 million in 2021 and is expected to show an annual growth rate of 2.2%, resulting in a projected market volume of $13,924 million by 2025. The market’s largest segment is fashion, with a projected market volume of $4,050 million in 2021. The average revenue per user is expected to reach $1,579.38.
Sweden is home to Klarna, the pioneer of the buy now pay later model that appeals to consumers who want flexible payment options. Almost 30% of all online retail purchases are done with Klarna. Digital wallets such as PayPal, Google Pay, Apple Pay, Samsung Pay and Masterpass are also popular. Digital wallets account for one fifth of all online purchases in Sweden. Cards are also popular, especially Visa and MasterCard. Bank transfers are also worth considering, accounting for 10% of the market.
The Swedish Parliament voted new laws that require online merchants and checkout providers to present customers with debit payment options before credit options as a way to protect consumers from excessive credit purchases. Adding to this, in 2019, Pay.UK launched the Request to Pay service, and in May 2020, they launched the Request to Pay Framework-the message standards, rules, and terms and conditions for the development of these services.
Throughout Europe, payment methods based on the banking rails are becoming more dominant, buy-now, pay-later solutions are on the rise, and digital wallets are becoming more widely accepted. Europe holds a lot of opportunity: the ecommerce market value is said to be worth EUR 717 billion at the end of 2020 (with a 12.7% increase since 2019).
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