The E-barometern

PostNord follows the development of Swedish e-commerce in collaboration with HUI Research. The results are presented every quarter in the PostNord E-barometern report.

The Q2 2025 edition of the E-barometer highlights current trends in Swedish e-commerce, based on data from Swedish e-retailers and external analysis across nine key e-commerce sectors.    

This quarter’s report also explores differences in consumer behavior between experienced and inexperienced online shoppers. Additionally, we interviewed eight leading payment providers and six return solution companies to understand how demand for payment and return services is evolving. The findings show a clear shift toward greater flexibility, simplicity, and sustainability — with AI and automation expected to play an increasingly central role.

Google’s Industry Manager for Retail, Håkan Löfgren, shares how e-retailers can boost sales by focusing on four key consumer behaviors, known as the four Ss.