Swedish SEO and Internet Marketing

The Swedish e-commerce market is growing very rapidly, fueled by a rapid growth in Swedish broadband usage and ever increasing Swedish online retail B2C expenditure levels. This has served as a primary catalyst for the rise in cost-effective offshore internet retailing in Sweden, as online shopping has become an intrinsic part of Sweden’s shopping culture. 

Quick Summary:

Number of Swedish internet users: 6.8 million

Swedish broadband access: 152.7 (per 1000) 

Swedish mobile phone usage per capita: 1026(per 1,000)

Most popular local Swedish search engine: http://katalogen.sunet.se

Most popular Swedish websites: News, Banking & Finance

Swedish B2C e-commerce expenditure (2006): US $ 11.2 billion

Number of Swedes who have bought online (latest data 1999): 1.014 million

With an economy skewed towards international trade, Sweden has achieved high standards of living through a combination of modern capitalism and extensive welfare benefits. Sweden’s capital city Stockholm is amongst the world’s most prominent high-tech hubs in the world, along with Northern California's Silicon Valley and Boston, Massachusetts. Sweden’s GDP at 2006 current prices reached US $ 380.75 billion, a growth of 6.1% over 2005 Sweden estimates, according to the IMF’s World Economic Outlook Database dated September 2006. According to latest ITU data, the total number of Swedish internet users reached 6.8 million by 2006, comprising 74.9% of the Swedish population for the same year. The World Bank-ICT database has also estimated Sweden’s per capita internet usage to be at 592 (per 1000) in 2004, having increased from 456 (per 1000) in 2000.

* www.eu-esis.org/Ministry of Research and Information Technology (Dec. 1999 estimates)

** Nielsen Net Ratings/www.internetworldstats.com (2004 estimates)

Sweden’s broadband access per capita has also been increasing very rapidly, standing at 152.7(per 1000) in 2004, according to the World Bank ICT database, having witnessed whopping growth over 2000 estimates of 9.3(per 1000). The same database has also estimated that Sweden’s per capita personal computer usage stood at 640(per 1,000) in 2004, growing by 26.2% over 2000 estimates. Similarly, Sweden’s mainline and mobile phone usage also stood at 709 and 1026(per 1000) respectively in 2004.‘The World Factbook – Sweden’ database has also estimated that the total number of Swedish telephone mainline users stood at 6.45 million by 2004, while the total number of Swedish mobile phone subscribers reached 8.44 million by 2005.

Popular search engines in Sweden include http://www.eniro.se, http://www.sweseek.com, http://www.catweb.nu, http://se.yahoo.com, http://se.msn.com and http://se.altavista.com. The French Economic Center of Sweden has listed other top portals in Sweden like http://www.passagen.se, http://www.lycos.se and http://www.everyday.com. EIAA’s ‘Europe Online’ Report for August 2006 also states that Sweden’s most visited websites are those on news, banking and finance. 

With debit cards being the most preferred mode of card payment in Sweden, the Swedish credit card market is still relatively small, though growing steadily over a small base. According to Euromonitor International, the number of credit card transactions in Sweden increased by 55% over the years 2000 to 2005. The combined value of Swedish credit transactions also increased during this period, though by a smaller percentage. 

With regard to Swedish e-commerce expenditure, a Mintel International December 2003 report states that Sweden ranks seventh in Europe in terms of annual per capita expenditure on home shopping. Even though mail order is the principal transaction method, e-commerce is quickly catching up as an effective alternative, with Sweden having one of the most developed e-commerce sectors in Europe. According to an IDC-Merrill Lynch report, Sweden’s e-commerce market size stood at € 844 million (US $ 848 million) by 1999 end, having grown by 221% over 1998 estimates for the same. The French Economic Center of Sweden had also estimated the number of Swedish e-commerce users at 1.014 million, as of December 1999. 

EIAA’s August 2006 ‘Europe Online’ Report has stated that the average Swedish internet shopper spends approximately € 577 (US $ 717.8) and buys 5 items online over a six month period, with Swedish users purchasing more products online than the normal European average. A Forrester Research October 2006 report also forecasts that by 2006, more than half of Sweden's adult population would be shopping online, spending nearly € 3 billion (US $ 3.73 billion) via the internet. Sweden’s overall online B2C retail sales for the same year would also grow substantially to stand at € 9 billion (US $ 11.2 billion), making Sweden the largest e-commerce market in the Nordics. Sweden’s path to future prosperity thus lies in offshore internet retailing, which ensure convenient and faster transactions, financial card security and a wider array of goods at lower prices.

Reference Sources/Further Readings:

1. IMF World Economic Outlook Database

2. World Bank ICT Database

3. http://www.cia.gov - The World Factbook

4. Nielsen Net Ratings / http://www.internetworldstats.com 

5. ITU (International Telecommunication Union)

6. http://www.webmasterworld.com

7. EIAA (Europe Interactive Online Association) Europe Online Report, August 2006 

8. French Economic Center of Sweden

9. Euromonitor International, 2005 Report / http://www.euromonitor.com 

10. http://www.eu-esis.org / Ministry of Research and Information Technology, Sweden

11. Mintel International Report, December 2003

12. Forrester Research Inc., October 2006 Report