How to sell to customers in Sweden

How people pay online

• Swish and buy now, pay later services such as Klarna are the most common single payment methods for online purchases in Sweden, and both have grown since 2023. 1
• Cards, including mobile wallets such as Apple Pay, made up 64% of the payment methods Swedes used for online purchases in the 30 days before the September 2025 survey. 1
• 91% of people in Sweden had used Swish in the past month in 2025, up from 82% in 2023. 1

Taking payments from abroad

• Stripe accounts in most EEA countries can accept Swish from customers in Sweden in SEK (3 to 150,000 SEK per payment); Stripe's list of business locations for Swish does not include the US, UK or Switzerland. 2
• Through Stripe, Klarna is available to customers in Sweden in SEK, with pay later and financing options, only when the seller's Stripe account is in the EEA, the UK or Switzerland. 3

Import tax and duty on parcels

• Goods shipped from outside the EU to buyers in Sweden in consignments worth up to €150 (excluding excise goods) can go through the EU Import One Stop Shop (IOSS), and a seller based outside the EU must appoint an EU intermediary to use it. 4
• Since 1 July 2026 the EU no longer exempts consignments of up to €150 from customs duty, and items in those consignments sold as distance sales to buyers in Sweden now carry a temporary fixed customs duty of €3 per item. 5
• Sweden's standard VAT rate is 25% on almost all goods and services, with reduced rates of 12% and 6%, and food has been taxed at 6% since 1 April 2026. 6

Where to reach buyers

• YouTube ads could reach 8.58 million people in Sweden in late 2025, 80.4% of the population. 7
• Facebook ads reached 5.65 million people in Sweden (53.0% of the population) and Instagram ads 5.55 million (52.0%) in late 2025. 7
• Snapchat ads reached 4.81 million people in Sweden in late 2025 (45.1% of the population), and TikTok ads 3.51 million adults aged 18 and over (41.2% of that age group). 7

Marketplaces

• Swedish e-commerce sales reached SEK 153 billion in 2025, up 10% on the year before. 8
• Amazon is the most popular marketplace among Swedish online shoppers. 9
• The five most popular online shops in Sweden in PostNord's e-barometer were Apotea, Amazon, Zalando, Sellpy and H&M. 10

Common questions

1. How do people in Sweden pay online?

   Swish and buy now, pay later services such as Klarna are the most common single payment methods for online purchases in Sweden, and both have grown since 2023. More on payments

2. Can a business outside Sweden accept the payment methods people there use?

   Stripe accounts in most EEA countries can accept Swish from customers in Sweden in SEK (3 to 150,000 SEK per payment); Stripe's list of business locations for Swish does not include the US, UK or Switzerland. More on taking payments

3. Do customers in Sweden pay import tax or duty on goods bought from abroad?

   Goods shipped from outside the EU to buyers in Sweden in consignments worth up to €150 (excluding excise goods) can go through the EU Import One Stop Shop (IOSS), and a seller based outside the EU must appoint an EU intermediary to use it. More on import tax

4. Where should a business advertise to reach buyers in Sweden?

   YouTube ads could reach 8.58 million people in Sweden in late 2025, 80.4% of the population. More on ads

5. Which online marketplaces are biggest in Sweden?

   Swedish e-commerce sales reached SEK 153 billion in 2025, up 10% on the year before. More on marketplaces