📊 PostNord’s latest E-barometer takes the pulse of e-commerce and highlights what it takes to succeed today. We’ve reviewed the report and picked out the key insights—how we shop, what drives purchasing decisions, and what e-commerce businesses need to focus on for 2025.
💡 The state of e-commerce right now – and what you need to know:
✔ Google & visibility – how changing search behavior impacts visibility and conversion.
✔ Shopping behavior in 2025 – what trends influence decisions and drive conversions?
✔ What consumers value most – the key factors that turn browsing into buying.uired for a purchase to happen.
🦸♂️ Simplicity and flexibility are e-commerce superpowers
In short: consumers want things to be seamless—from the first search to the package on the doorstep.
More than half of all Swedish online shoppers demand a user-friendly shopping experience, where everything flows smoothly without hassle.
It’s the combination of simplicity, choice, and speed that makes us click "buy" online instead of heading to a physical store.
🛒 The shopping cart has a new role
It’s no longer just a place where purchases are completed—it also serves as a shopping list where we save products while comparing, considering, or even waiting for a discount.
Hopefully, we eventually make the purchase, even if it takes a while.
- 6 out of 10 female consumers want their shopping carts saved when they leave a webstore.
- For younger shoppers, this is an expected feature.
But an abandoned cart doesn’t mean a lost sale. Many shoppers return later—this is where a friendly reminder can make all the difference, as long as the buying journey remains smooth when they come back.
We’re also seeing a growing trend where wish lists and saved items are becoming a natural part of the buying journey. Retail giants like Amazon and IKEA make it easy to save, share, and plan purchases—enhancing the shopping experience and driving additional sales.
➡️ Keep reading for more key insights on the future of e-commerce!
Google & e-commerce: From visibility to relevance
SEO and Google Ads remain critical, but the customer journey has become more complex.
We switch between channels, expect instant answers, and have become better at filtering out irrelevant content.
📍 Search and convenience go hand in hand – We want to quickly find the right product, the best price, and the most suitable delivery options. A smooth buying journey = more completed purchases.
📊 Data & personalized offers – Customers appreciate tailored recommendations based on previous purchases.
📦 Clarity throughout the process – We want to know exactly what we’re getting, how we’ll receive it, and what the return policy is—without having to dig for answers.
Conclusion:
Being visible is good, but being relevant is even better. Meet the customer at the right moment with the right message.
Trends driving E-commerce in 2025
📈 We want good prices—but not at the expense of convenience.
- Price matters, but not at any cost.
Promotions attract shoppers, but complicated checkout flows make them drop off. - Sustainability is becoming a must-have.
More people are choosing eco-friendly alternatives and circular business models. The secondhand market is booming, with platforms like Sellpy and Vinted ranking among the most popular e-commerce sites in Sweden. - Deliveries & returns impact loyalty.
Free shipping and hassle-free returns determine where we shop. - Social commerce is exploding.
Shopping via Instagram, TikTok, and other social platforms is growing rapidly.
💡 What Swedish consumers value most
Winning a customer’s click is about more than just price.
For an e-commerce site to become a favorite, it needs the right mix of product selection, smooth navigation, and clear information—or the customer will simply move on.
- Clear & trustworthy information – 97% of consumers say detailed product descriptions are a must.
- Easy & fast navigation – 95% want a well-structured site where they can quickly find what they need.
- Flexible delivery options – 91% prefer to choose how they receive their order.
Bottom line: Price attracts – but it’s convenience, transparency, and flexibility that create loyal customers.
📈 E-commerce is growing again
For the first time in three years, e-commerce is showing positive growth, with a 5% increase in 2024.
After a slow start to the year, the economy gradually improved, and as interest rates eased, both consumers and e-retailers gained more financial room to maneuver.
Shopping habits are shifting. Price comparisons are becoming more important, with consumers shopping based on need rather than impulse. But the market remains fragmented. Some segments are booming, while others continue to struggle.
In short? E-commerce is heading into 2025 with innovation, adaptability, and ease of use more crucial than ever. How well is your e-commerce adapting to today’s consumers? 📦
📖 Read the full report here: PostNord E-barometer
