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Sweden Delivery Matters Understanding online shoppers in Sweden in 2017
Sweden
Delivery Matters
Understanding online shoppers in Sweden in 2017
#DeliveryMatters
02
Delivery Matters foronline shoppers in Sweden
*Key fi gures for Sweden, Jul. 2017.
** International Telecommunication Union,
Dec. 2014.
***‘The Swedes and the internet 2016’.
Welcome to Delivery Matters, now in its
ninth year of providing the latest trends and
insights in the UK and international online
shopping landscapes. With Scandinavian
export volumes on the up, we’ve taken
a first look at Sweden, a modern and
business-friendly Nordic country.
A century ago, Sweden was one of the
poorest nations in Europe. Today, it’s
held up as one of Europe’s most stable
and successful economies, with an
open and liberal approach to trade.
When it comes to ecommerce, the
market is relatively buoyant, with 54%
of online shoppers claiming to have
increased their purchase rate recently.
Laptops are the key devices for Sweden’s
online shoppers. They’re less likely to
use a smartphone or tablet than
consumers in other countries, but
having said that, smartphone use is
still higher than in the UK.
When shopping online, expectations
around fulfilment are high. In fact, 89%
of online shoppers in Sweden believe
it’s important to have clear delivery
information before they place an order.
This need for reassurance is consistent
with the finding that over 50% believe
it’s a risk to shop online.
Interestingly for UK retailers, Sweden’s
shoppers like to buy more functional
products online than the average
international shopper. They’re more likely
to snap up things like toiletries and
healthcare products. And just like their
international counterparts, Sweden’s
shoppers have a high level of trust in
the authenticity of British products,
with availability and perceived lower
cost being the two main reasons for
purchasing from UK retailers.
When it comes to repeat business,
Sweden’s shoppers are attracted by free
international returns and a clear returns
policy. Previous experience with UK
retailers is also crucial, with 89% saying
they would shop more from UK sites if
they were satisfied with their last delivery.
At Royal Mail we can help deliver that
satisfaction. This report will show you how.
Nick Landon
Managing Director of Royal Mail Parcels
Contents
Introduction
02 Introduction
03 Online shopping in Sweden
04 Top trends for 2017
05 What’s spent and how o� en
06 What’s the attitude towards shopping online?
07 What’s in the shopping cart?
08 How Sweden shops online
09 How popular are online marketplaces?
10 Why are carts abandoned?
11 Sending things back
12 Getting delivery right
13 Attitudes towards free delivery and tracking
14 Home is preferred for delivery
15 Sweden and the UK
16 Shopping from UK websites
17 What’s the view on British brands?
18 Shoppers’ relationship with risk
19 What’s in Sweden’s shopping trolley?
20 Why Sweden’s shoppers choose UK retailers
21 UK shopping cart abandonment
22 How fast is delivery expected?
23 How important is a returns policy?
24 Attitudes towards international tracking
25 How to encourage shopping from the UK
26 Barriers to buying UK products
27 Boosting sales from UK retailers
28 Using a trusted delivery provider
29 In Summary
30 Swedish market must-do’s
31 Royal Mail services
32 Services to suit your customers
33 Helping your business deliver to Sweden
Fast Facts:Sweden, Kingdom of
Capital: Stockholm
Population: 10.04 million*
Area: 450,295 sq km
(173,860 sq mi)
Major languages:
Swedish
Life expectancy: 80.7 years
(men), 84 years (women)
Currency: Swedish Krona
Internet usage: 94.6% of
the population (9.2 million)
are internet users**
Preferred browser:
78% of internet users
access internet from their
mobile devices***
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04
Online shopping in Sweden
Top trends for 2017 Ecommerce is buoyant
Sweden’s shoppers like buying things online, with 82% of spending
dedicated to online purchases. Better still, over half of them claimed to
have increased their rate of online shopping recently, and now average
six purchases per quarter.
Delivery expectations differ
With 57% of Sweden’s online shoppers considering it a ‘risk’ to shop online,
89% say that it’s important to have clear delivery information before they
place an order. However, when it comes to having a wide range of delivery
options, expectations are relatively low. Just 50% say they would shop
online more if they were offered delivery options such as specific time slots,
same day delivery, Sunday or evening delivery.
Returns are top of mind
While 77% of Sweden’s shoppers trust the authenticity of items bought
from UK websites, 79% say they only buy this way when products aren’t
available locally. When they do buy from a UK website, clear and free
returns are a priority, with 81% being more likely to shop if there’s a
clear returns policy, while 83% consider it important to be able to return
international items for free.
of overall spending was
made online.
82%
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05 06
Swedes are experienced online shoppers and the frequency of
their internet purchases is increasing – with women and men
shopping online almost equally often. Of the Nordic countries,
Sweden has the largest population and highest percentage of
online consumers. Last year, this led to the largest total online
spend in the region of €8.5 billion*.
Compared to other markets, the report shows that the amount spent
online and the frequency of purchase in Sweden is in line with the
international average.
In the last three months, the average shopper in Sweden has:
What’s spent and how often
Did you know?Sweden’s shoppers spend
proportionally more online
(82%) than UK shoppers
do (79%), and a lot more
than the international
average (70%).
What’s the attitude towards shopping online? While a large majority of Sweden’s online shoppers are happy to
buy from websites, more than half of them also think it’s a risk.
Expert adviceWith a significant proportion
of Sweden’s shoppers having
a cautious attitude towards
buying online, there’s a need
for UK retailers to reassure
them with clear delivery and
returns information.
93% 54%
are happy to buy
from websites
are happy to buy
from websites, but
consider it a risk
* Postnord: eCommerce in
the Nordics 2017.
** Currency exchange rate to British
pounds as at 9 October 2017.
6x£340£278
Bought items online
six timesSpent 2978 kr (£278**)
online (82% of total spending)
Spent 3630 kr (£340**)
online and offline
Online shopping in Sweden
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07 08
Online shopping in Sweden
The most popular products for Sweden’s online shoppers are
clothes and toiletries. And it’s worth noting that more functional
items like toiletries and healthcare products are a lot higher on
the shopping list than the international average.
This may be explained by the fact that the local pharmacy business is
flourishing, with many influential players in the local beauty industry.
Additionally, there are many specialised online pharmacy businesses, along
with traditional physical stores that have made the leap to online trading*.
Most purchased categories of goods:
What’s in the shopping cart? How Sweden shops onlineSweden’s online shoppers still prefer to use their laptops to make
purchases. That’s despite research showing 96% of internet users
were smartphone owners, with at least eight in ten respondents
in every age group saying they owned one*.
While they’re less likely to use their smartphone or tablet for online shopping
than consumers in other countries, they still use them for online shopping
more than their UK counterparts.
Devices used to shop online in Sweden:
Did you know?Shoppers in Sweden aged
18–49 make purchases
using their smartphones
much more often than
older consumers do.of Sweden’s online shoppers
buy toiletries and makeup.
27%
LaptopDesktop Smartphone Tablet
34% 57% 37% 19%Key
Sweden
United Kingdom
International
average43% 24% 20% 20%45% 27% 19% 15%46% 29% 19% 15%
Clothes Books Holidays/Travel Healthcare products
* Postnord: ecommerce in the Nordics 2017. * Buzzador Index 2016.
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09 10
How popular areonline marketplaces?71% of online shoppers in Sweden use online marketplaces. This is
lower than the international average of 80% but slightly higher than
the UK (69%). Delivery factors are just as important to Sweden’s
marketplace shoppers, however, with 75% saying they consider
delivery ratings infl uential when choosing a seller.
Marketplace usage rates for online shoppers in Sweden:
Did you know?Neither eBay or Amazon
operate their marketplaces
in Sweden, with shoppers
instead using the US,
UK or German versions.
This could explain why
local marketplaces are
more popular.
65% 63% 58% 38% 19%
CDON Blocket Tradera eBay Amazon
Online shopping in Sweden
Expert adviceUK retailers should focus on
minimising delivery cost for
shoppers in Sweden. This is
more important than other
fulfi lment factors such as
tracking and timescales.
Why are carts abandoned? In Sweden, 46% of online shoppers abandon their carts frequently.
This is a lot higher than the UK rate (31%) and international average
(38%). When asked why they abandon their carts, the most common
reason given was that they were merely browsing.
Why Sweden’s online shoppers abandon their cart:
35%unhappy with the
delivery charge
33%found better
deal elsewhere
py with the
ery charge found b
dedeal else
43%were just
browsing
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11 12
Online shopping in Sweden
Sending things back Getting delivery rightSweden’s online shoppers return items at about the same rate
as the international average, with one in four having done so.
However, a diffi cult returns experience is signifi cantly more
likely to put a shopper in Sweden off a retailer, compared to
the international average.
In Sweden:
• 25% of online shoppers have returned an item in the
last three months
• 69% would be unlikely to shop with a retailer following a
diffi cult return experience (vs. international average of 64%)
• a high proportion of Sweden’s shoppers also believe it’s
important to be able to return items for free, and that
retailers have a clear returns policy.
In Sweden, retailers and logistics operators have worked hard
to satisfy customers’ wishes when it comes to delivering their
purchases. As customers have received better service over time,
their expectations have increased. Nine in ten say it’s important
for them to receive information about when and how delivery
will take place, while eight in ten want to be able to decide
these for themselves*.
This delivery satisfaction is a strong driver of future purchases. 94% of
Sweden’s shoppers agree that they’re more likely to buy from an online
retailer again if they’re satisfied with the delivery. This is higher than the
international average of 91%. This satisfaction begins with clear delivery
information, but doesn’t extend to express delivery options, which are far
less important than in other markets.
The impact of delivery factors on online shopping in Sweden:
• 89% believe it’s important to have clear delivery information
before they buy
• 67% believe it’s important to be able to specify a delivery day
• 55% would like to be off ered same day delivery options.
Expert adviceFree and straightforward
returns are clearly front of
mind for Sweden’s online
shoppers, so should be
off ered by online retailers.
89% 79%
think it’s important
to be able to return
items for free
are more likely to
shop if there is a
clear returns policy
* Postnord: ecommerce in the Nordics 2017.
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13 14
Attitudes towards free deliveryThe report shows us that compared to the UK and international
average, Sweden’s online shoppers have lower expectations
about free delivery. They’re also far less likely to seek sites that
off er free delivery.
• 38% expect no minimum spend to qualify for free delivery
(vs 55% international average, 44% UK)
• 70% expect to have to spend anywhere over 200 kr (£19*)
• 75% claim to search out websites that off er free delivery
(vs 84% international average).
Attitudes towards tracking
The ability to track purchases is important to Sweden’s online shoppers.
Around eight in ten claim that tracking would make them more confi dent
when shopping online. This attitude is similar to a lot of other markets
we’ve reported on, and signifi cantly stronger than in the UK.
Home is preferred for deliveryWhile home is the preferred location for Sweden’s online shoppers,
they are more open to using other options than people in other
international markets we report on.
Preferred delivery locations for Sweden’s online shoppers:Expert adviceRetailers should be mindful
of online shopper delivery
preferences in Sweden,
and make a range of
delivery options available
wherever possible.
Did you know?While overall there is less
expectation of free delivery
in Sweden, younger
shoppers (85%), females
(81%), and upmarket
shoppers (80%) tend
to search for it more.
* Currency exchange rate to British pounds
as at 9 October 2017.
Home 60% Convenience stores 17%
(vs 5% international average)
Post office 11%
(vs 7% international average)Click & Collect services 5%
(vs 4% international average)
Online shopping in Sweden
78% 62%of shoppers feel
more confident when ordering online
with tracking
would track every item they order
if the service was available
nvs
81% international
average and
69% UK
vs77% international
average and
59% UK
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16
Shopping from UK websitesIn the last three months, the average shopper in Sweden
purchasing from a UK website has shopped online four times
and spent 1641 kr (£154*).
* Currency exchange rate to British pounds
as at 9 October 2017.
Sweden and the UK
25% 5%
have purchased from
a UK website in the
last three months
of online shoppers
in Sweden are
UK nationals
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17 18
69%find UK items to be
much cheaper
than locally
Sweden and the UK
What’s the view on British brands?Sweden’s online shoppers have a high level of trust in the
authenticity of British products, while two in three claim
to like buying British brands.
77%trust items purchased
from UK websites not to
be counterfeit
s purchased
ebsites not to
unterfeit
%
79%buy from UK websites
when products aren’t
available locally
64%like to buy
British brands
Shoppers’ relationship with riskMore than half of Sweden’s shoppers (57%) consider purchasing
from the UK to be a risk, which is a lot higher than the international
average (50%). Even among those who say they’re happy to buy
things from UK websites, 47% still consider it a risk.
So when UK retailers think about reassuring shoppers in Sweden,
they shouldn’t forget about the ones who are already actively
purchasing.
Did you know?While Sweden’s shoppers
trust British products,
many think that buying
them through UK websites
is a risk.
11% 19%6%
1%41% 47%6%
1%
Key
UK site buyers
Non-UK site buyers
Happy to
buy from
the UK and
don‘t consider
it a risk
Happy to
buy from UK
retailers but
do consider
it a risk
Not happy
to buy from
the UK and
do consider
it a risk
Not happy
to buy from
the UK but
don’t consider
it a risk
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19 20
Sweden and the UK
What’s in Sweden’sshopping trolley?When it comes to buying UK products, clothes and fashion
accessories are top of the list for Swedish shoppers, while
books and electrical items make an appearance further down.
What Sweden’s shoppers like buying from the UK:
36%
15%
14%
13%
11%
9%
9%
Clothes
Accessories (e.g. handbags)
Toiletries and makeup
Footwear
Books
CDs, DVDs, records,computer games
Electrical goods
Shoppers’ relationship with riskWe asked online shoppers in Sweden what their key reasons are
for buying from a UK retailer.
Did you know?Shoppers in Sweden are
marginally more likely
to set out to buy from a
specific UK website (43%)
than they are to stumble
upon the website during
shopping (42%).
It was cheaper
(vs international
average of 33%)
Only available in the UK
(vs international
average of 37%)
Good quality
(vs international
average of 25%)
46% 47% 20%
When it comes to discovering UK websites, Swedish shoppers rely
heavily on search engines, although as we see below, word-of-mouth
and advertising are also key.
How online shoppers in Sweden fi nd UK websites:
• search engine – 42%
• through a related website – 29%
• friend/family recommendation – 29%
• advertising – 25%.
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21 22
UK shopping cart abandonmentIn Sweden, delivery-related factors are among the top reasons
for cart abandonment on a UK website. The most commonly cited
is international delivery charges, which cause almost one in fi ve
shoppers to abandon their cart.
Why Sweden’s shoppers abandon a UK shopping cart
17%Unhappy with the
returns policy
28%Found a better
deal elsewhere
31%International delivery
cost was too expensive
24%Didn’t have what
I wanted in stock
25%Unhappy with the
delivery charge
Sweden and the UK
Did you know?Delivery factors are crucial
for UK retailers wanting to
avoid cart abandonment
from Sweden’s online
shoppers. Importantly,
these are about charges
rather than delivery options.
How fast is delivery expected?When it comes to international delivery times, the average online
shopper in Sweden expects to wait six days – that’s exactly the
same as the international average.
87% 12%
of shoppers expect
their international
delivery to take
four days or longer
expect international
delivery to take
three days or less
Did you know?The delivery factors that
are front-of-mind for
Sweden’s online shoppers
are clearly charge-related
rather than time-related.
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23 24
83%consider it important to be
able to return international
items for freeitems for f
20%have returned an
item bought from
a UK website
How important isa returns policy?We can see from the report that UK retailers aiming to succeed in
exporting products to online shoppers in Sweden need to include
a clear and free returns service as part of their off ering.
In Sweden:
ReturnRetu
34% 25% 20% 11% 10%
Progress
from
despatch to
delivery
Delivery
confirmation
Despatch
confirmation
Delay
information
Attempted
delivery
information
Attitudes towardsinternational tracking78% of online shoppers in Sweden say they’d feel more confi dent
buying items from the UK if they received information about the
progress of their delivery. And 71% of them would track every
item they ordered if the service was available. So it’s essential that
UK retailers create that reassurance by off ering tracking options.
Key delivery updates that shoppers expect:
A helping handRoyal Mail International
Tracked provides peace of
mind with a fully tracked
service, including a signature
option to most destinations.
See more on page 32.
Expert adviceBoosting the confi dence of
Sweden’s shoppers would
clearly boost business for
the UK’s online retailers.
hhave re
item bo
a UK w
81%of shoppers would be
more likely to shop from
a UK website if there is
a clear returns policy
Sweden and the UK
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25 26
Barrier to buying UK productsAmong Sweden’s online shoppers, the fear of hidden charges
and overall costs are the biggest barriers to shopping from
UK retailers. Interestingly, a leading barrier is cited as customs
charges, even though there are none when purchasing items
from the UK.
Key barriers to shopping from UK websites:
• fear of hidden charges – 42%
• customs charges – 42%
• international delivery too expensive – 41%.
A helping handRoyal Mail International
Standard is a cost-eff ective
way to send parcels abroad
with a choice of sorting
requirements. See more
on page 32.
Expert adviceA real or perceived lack of
value for money is the reason
Sweden’s shoppers avoid
buying from the UK. So it’s
vital that UK retailers are
transparent about costs.
How to encourageshopping from the UKThe report shows that when shoppers in Sweden feel reassured
about buying items from UK websites, they’re more likely to make
the purchase. Free international returns is the key reason that
would encourage buyers to shop more, closely followed by a low
price for international delivery.
Key reasons behind Sweden’s shoppers buying more from UK websites:
Sweden and the UK
33% 32% 31% 31% 28%
Free
international
returns
Lowest
international
delivery price
Free
international
delivery over
a particular
value
Free
international
delivery
Full tracking
from the UK
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27 28
Sweden and the UK
Boosting sales from UK retailersWhat would make Sweden’s shoppers more likely to buy from UK
retailers? It’s all about having a good delivery experience. They want
clear delivery information, the ability to specify a delivery day and
to pay no delivery charges for the items they buy.
Sweden’s shoppers would buy more from UK retailers if:
89%were satisfied
with their deliveries
satisfied
r deliveries
77%were offered
free delivery
63%were able
to specify a
delivery day
were able
to specify a
deliveryy ddaay
87%had clear delivery
information before they
placed their order
Using a trusted delivery providerDelivery satisfaction starts with trust. PostNord Sverige is the key
partner of Royal Mail in Sweden and is the most trusted delivery
provider for 72% of online shoppers.
In Sweden, PostNord tops the rankings in:
98%Awareness
72%68%
Trust
Usage
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30
In summary
Swedish market must-do’sBe mindful of the market
Online shoppers in Sweden tend to purchase more functional items like toiletries
and healthcare products than the international average. So UK retailers should
tailor their off erings to suit.
Offer reassurance
Sweden’s online shoppers have high fulfi lment expectations, so UK retailers
should reassure them through clear delivery information. And while shoppers
have relatively low expectations of delivery options, they are very mindful of
the charges, so UK retailers should try to minimise these.
Offer value and exclusivity
Sweden’s shoppers seek value and exclusivity from UK products. Whenever
it applies, UK retailers should highlight that products are only available from
their website. Follow this up with free returns, which is a key to unlocking
more business from Sweden.
#DeliveryMatters
32
Royal Mail services
Services to suityour customers
About this research
Royal Mail offers delivery to over 230 destinations worldwide,
partnering with the local postal provider in each country.
Services include:
Royal Mail International Tracked
Total peace of mind with a fully
tracked service and signature
option to most destinations:
• sending important or
valuable goods
• tracking at fi ve points
a� er despatch
• online confi rmation of delivery.
Royal Mail International Standard
An economical way to send
parcels abroad with a choice
of sorting requirements:
• delivery to Europe in
3 - 5 working days
• compensation included
• free returns for
undelivered goods.
87%
Independently conducted by
Trinity McQueen, this research
was based on a sample group of
1,500 online shoppers in Sweden
who had purchased items on the
internet in the last three months.
They completed a 14-minute
survey, optimised for mobile
and tablet devices, between
30 April and 13 May 2017.
#DeliveryMatters
33 34
Royal Mail services
Helping your business deliver to SwedenThank you for reading Delivery Matters Sweden 2017 – we hope you found it
useful. If you’d like to fi nd out more about how we can help with your deliveries,
get in touch with your Royal Mail account manager, or call us on 08457 950 950*.
If you’d like to fi nd out more about our research, or download the rest of our
series, visit royalmail.com/deliverymatters
2017
2015
2016
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and used for training and compliance
purposes. Calls cost 5p per minute
plus your telephone company’s
network access charge.
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please call Business Sales on 08457 950 950
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