Growth of e-commerce in the Nordic countries
Sweden is getting more and more into online grocery shopping, which accumulated in 320.3 million turn-over in 2014. The growth rate of online grocery shopping in Sweden has been 41% compared with the previous year and is expected to increase by 40% this year to 438 million Euros. These numbers come from a recent study done by HUI for Svensk Digital Handel.
Sweden shops online
The Swedes are more and more trying to buy groceries online, as one in four consumers shopped for groceries via the internet at least once. That is a big contrast to 2010, when only 9 percent of the Swedes did their groceries online. The most basic reason for shopping online is that it is time-saving, easy to fit in the day and doesn’t imply physical exhaustion. However, as disadvantages of online shopping the Swedes most frequently names the shipping costs, the higher prices and that they miss the in-store experience.
Research had already shown in 2014 that Nordic consumers are keen online shopping and the Scandinavian e-commerce is rising steadily. Already in 2011 a remarkable growth of online sales was reported in the Nordic countries. Online growth is due to an e-commerce market full of young, tech-savvy people with disposable income to spend online, trying to look for the most convenient way to get hold of the goods to want to buy. Consumers are also becoming more accustomed to shopping online with more players appearing on the market and an increased digitalization driving growth for groceries online. Even a growth of mobile shopping can be reported in Sweden, online grocery buyers preferred computers over any other device when it comes to making their purchase online.