En 

Swedes’
online shopping
habits.

Curious about e-commerce growth where you live compared to neighboring municipalities or the national average? Wondering how many people shop online during working hours and whether the weather affects Swedes’ shopping habits? Continue to find the answers.

This is how the report was created.

To make it easier to read and interpret, we have clearly divided and color-coded the statistics from our database and survey as well as the comments from our experts.


Info-button

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Press the info-button for more information about each chapters.


The online shopping map.

The online shopping map shows how shopping in each municipality and region compares to the rest of the country. The index (100) represents the national average, for the whole of Sweden - and a higher or lower figure reveals how the municipality where you live differs from the national average, or a neighboring municipality.

Customer groups.

Interests and priorities change with age, and so do Swedes’ shopping habits. Statistics from our database show that fashion tops the list among young people - but also that health and beauty reaches the highest share of wallet among those older than 55.

Our data shows...

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The pie chart shows the distribution of the total sales volume between different age groups.

The symbols show in which age group the different product categories have the largest share of the wallet. It does not necessarily mean that the age group spends the most money in that product category, but that the product category is given higher priority in the age group compared to other age groups.
Online shopping divided between age groups - and in what age different categories of goods have relatively the largest share of wallet
mobile-img

Our customer survey shows...

Younger

That the majority of young people aged 18-35 would prefer to shop only online rather than in physical stores if they had to choose between the two, and they tend to take time to thoroughly research the best price and delivery options...

Older

... while those above the age of 35 tend towards buying what they need as soon as possible, and the majority would pick physical stores over online shopping if they had to choose only one.

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Do you recognize yourself in any of the following statements?

I visit stores and search for information online....

When I have decided, I buy what I need where I get the best price / delivery option

18-35: 69%
36-55: 60%
56+: 56%

I spend some time searching for information online / in store and I buy what I need as soon as possible

18-35: 31%
36-55: 39%
56+: 44%

If you had to choose - would you only shop online or in physical stores?
Only shop online

18-35: 57%
36-55: 40%
56+: 26%

Only shop in physical stores

18-35: 43%
36-55: 60%
56+: 74%

quote Online shopping is dominated by women, who shop more often and spend more money online than men. The 36-55 age group is also very strong. If forced to choose between shopping online and in physical stores, half of Sweden's 18-35 year-olds would choose online shopping, and this age group likes to take the time to research their purchases carefully. Over-55s would still prefer physical stores, although they are the fastest-growing age group on the internet, and they are more likely to buy what they need as soon as possible, without as much research. Given that fast home deliveries are becoming more common, one can imagine that more and more people in the future, especially in densely populated areas, will opt to avoid a trip to the shopping center and instead order online from wherever they are. We can expect to see "silver surfers" become more dominant on the net in the future!

Viveka Söderbäck

Expert on consumer behavior

Mobile phones, tablets and computers.

Today, most purchases online are made with mobile phones - but this does not necessarily mean that consumers generally prefer mobile phones over computers. We have looked more closely at our database to give insight into how sales are distributed between mobile phones, tablets and computers - and examined the driving forces behind the use of each device.

Our data shows...

Share of sales between mobile phones, tablets and computers...
units
units-mobile

quote Today, the vast majority of online purchases are made by mobile phone, but that does not mean that the majority of consumers prefer using a mobile phone to a computer. The mobile is the consumer's main tool when it comes to everyday products, while the computer comes into play when it is time for more thorough research. One example of this is that mobiles are used the most when buying children's products, and computers when buying electronics. It is not difficult to imagine a stressed-out parent simplifying everyday life with fast online purchases on their mobile, whereas a consumer looking for a new refrigerator is unlikely to spontaneously shop on the bus.

Viveka Söderbäck

Expert on consumer behavior

Our customer survey shows...

Which device do you prefer to use?
device

Why do you prefer to use mobile?

29%    It's faster

25%    It's easier

25%    It’s possible to shop at any time

17%    It’s possible to shop anywhere

Why do you prefer to use a computer?

60%    Get a better overview and can read the conditions carefully

30%    It's easier

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Which device do you prefer to shop online with?
Mobile Phone 36%
Tablet 13%
Computer 48%
None of the above 3%

Mobile
I think it goes faster 29%
I get a better overview and can read the terms carefully 3%
I think it’s easier 25%
I can shop at any time 25%
I can shop anywhere 17%

Tablet
I think it goes faster 11%
I get a better overview and can read the terms carefully 35%
I think it’s easier 40%
I can shop at any time 10%
I can shop anywhere 4%

Computer
I think it goes faster 6%
I get a better overview and can read the terms carefully 60%
I think it’s easier 30%
I can shop at any time 2%
I can shop anywhere 2%

The online shopping day.

Different times of day, different shopping patterns. The mobile phone is the consumer’s main tool during evenings and nights - whereas computer visits to our payment solutions peak during office hours. We decided to investigate this more closely - do Swedes shop during working hours?

Our data shows...

When Swedes shop online during an average day
img-day
img-day-mobile

quote Every day It gets easier and easier to shop online. With mobile shopping the modern consumer can order anything, anytime, anywhere. The fact that 10 percent of Swedish 18-35 year-olds say that they have shopped online from the toilet during working hours is ultimate proof of this. They are in good company, since half of Swedes have shopped online during working hours at least once in the past year, although most people choose to do so from their own workstation. It is mainly men who like to break up their day with online shopping; they are three times more likely to shop online at work at least once a week than women.

Viveka Söderbäck

Expert on consumer behavior

Our customer survey shows...

Have you been shopping online during working hours?

45%

Almost half of Swedes shop online during work hours at least once a year.

3x

Men are three times as likely to shop online during working hours at least once a week than women.
Where did you do that?

50%

Two thirds of those who shop during working hours do so from their own workstation.

10%

One tenth of the 18-35 year-olds who shop during working hours do so from the toilet.
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Have you shopped online during working hours?
Yes - every day or almost every day
1% (Men: 2% Women: 0%)
Yes - several times a week
3% (Men: 4% Women: 2%)
Yes - several times a month
17% (Men: 22% Women: 13%)
Yes - several times a year or more rarely
24% (Men: 24% Women: 24%)
No
54% (Men: 48% Women: 60%)

You said that you have shopped online during working hours. Where did you do that?
At my workstation
52% (18-35: 46% 36-55: 58% 56+: 58%)
From the toilet
7% (18-35: 10% 36-55: 6% 56+: 1%)
In a meeting room
2% (18-35: 1% 36-55: 4% 56+: 0%)
In common areas (for example, dining room)
31% (18-35: 40% 36-55: 26% 56+: 17%)
Other space
9% (18-35: 9% 36-55: 10% 56+: 8%)
I do not want to answer
9% (18-35: 8% 36-55: 8% 56+: 15%)

The online shopping week.

The majority of Swedes prefer to do their shopping at the very beginning and end of the week, with Sundays being the most popular shopping day.

Our data shows...

Which day of the week Swedes shop the most online

Our customer survey shows...

When do you find that you usually shop online?

61%

During the week

(Monday-Friday)

39%

During the weekend

(Saturday-Sunday)

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When do you find that you usually shop online?
During the week (Monday-Friday)
18-35: 65% 36-55: 57% 56+: 62%
During the weekend (Saturday-Sunday)
18-35: 35% 36-55: 42% 56+: 38%

quote It is becoming increasingly common for consumers to both visit physical stores and search online before deciding what to buy, and this pattern becomes extra clear during the weekends. Online sales dip towards the end of the week and then rise on Sundays. Many consumers use their free time at the weekend to carefully evaluate the options and then complete their purchases in peace and quiet at home on Sunday evening, especially between 9pm and 10pm, which is the most popular time to shop during the whole week. It shows how important it is for merchants to enable a seamless transition between physical and online stores to offer a personal shopping experience and be available whether consumers want to do research, seek inspiration, or make a purchase.

Viveka Söderbäck

Expert on consumer behavior

The online shopping month.

Many receive salary on the 25th, and it is therefore perhaps not unexpectedly the most popular shopping day during the month. According to our survey, there is a big difference between what men and women choose to spend their money on after getting paid - can you guess before pressing the info-button?

Our data shows...

Which day of the month Swedes shop the most online
img-day
img-day-mobile

Our customer survey shows...

What do you prefer to shop for after getting paid?
mode

Fashion (20%)

elektronik

Electronics (13%)

sports

Sports and leisure (13%)

hem

Home and furniture (9%)

skonhet

Beauty (6%)

barnprodukter

Children’s products (7%)

annat

Other (32%)

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What do you prefer to shop for after getting paid?
Electronics
13% Men: (24% Women 3%)
Fashion
20% (Men: 14% Women: 27%)
Beauty
6% (Men: 1% Women: 11%)
Sports and leisure
13% (Men: 17% Women: 8%)
Children’s Products
7% (Men: 2% Women: 11%)
Home and furniture
9% (Men: 7% Women: 11%)
Other
32% (Men: 34% Women: 29%)

The online shopping year.

Just like the Swedish seasons, the shopping year for Swedes is clearly divided into seasons, with busy shopping holidays towards the end of the year. Still, it’s not only huge discounts and Christmas shopping that drives sales online; weather and emotions affect Swede’s shopping habits too

Our data shows...

Which month of the year the Swedes shop the most online
img-day
img-day-mobile

quote Many are affected by both mood and weather, and although the proportion is about the same among women and men, they react differently to these influences. While women state that they shop more when the weather is bad, and when they are in a bad mood, men report that they are more likely to shop when the sun is out and they are happy. In other words, the driving forces for the average Swedish consumer are not necessarily completely self-evident during the summer months alone.

Viveka Söderbäck

Expert on consumer behavior

Our customer survey shows...

15%

years

1 in 6 say that the weather affects their shopping habits.

33%

years

1 in 3 say that their mood affects their shopping habits.

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How does the weather affect your shopping?
I shop more when the weather is good
5% (Men: 7% Women: 4%)
I shop less when the weather is good
19% (Men: 8% Women: 12%)
I shop just as much, regardless of the weather
85% (Men: 85% Women: 84%)
How does your mood affect your shopping?
I shop more when I’m happy
24% (Men: 28% Women: 20%)
I shop more when I’m less happy
10% (Men: 6% Women: 14%)
I shop just as much whether I am happy or less happy
66% (Men: 66% Women: 67%)

That’s it!

That was all this time. If you want to download the report as a PDF, just press the button, and you can use the links above to go back to a previous chapter if there was something you would like to take another look at. Questions or concerns? Feel free to contact us at press@klarna.com