Nicotine and tobacco products remain among the fastest-growing e-commerce categories in Sweden

Total Swedish e-commerce turnover reached SEK 14.7 billion in June 2026, a decrease of 4 per cent compared to the corresponding month last year. In July, turnover reached SEK 14.9 billion, an increase of 9 per cent compared to the same month last year. Despite the weaker performance in June, total e-commerce turnover grew by 10 per cent in the second quarter of 2026 compared to the same quarter last year. Cumulative turnover growth so far this year stands at 5 per cent.

Nicotine and tobacco products stand out as one of the strongest performing categories in the report. Turnover in the category increased by 19 per cent in the second quarter of 2026 compared to the same quarter last year. During the period January–July 2026, turnover in the category grew by 8 per cent compared to the same period last year, compared to 5 per cent for e-commerce as a whole.

The average purchase amount per consumer in this category was SEK 755 in the second quarter of 2026, compared with SEK 797 in the corresponding quarter of 2025.

“This trend confirms the shift in consumer behaviour that has been underway for some time. The category is growing faster than e-commerce as a whole, both during the quarter and year-to-date, and this growth is underpinned by a stable customer base rather than temporary spikes,” says Markus Lindblad, Head of Legal & External Affairs.

Access the full report (in Swedish) here.

For more information and contact:

Markus Lindblad
Head of External Affairs
+46 (0) 708153983
markus.lindblad@hayppgroup.com
 
Erik Bloomquist, CFA
Head of Investor Relations
+46 (0) 768856483
erik.bloomquist@hayppgroup.com
 
FNCA Sweden AB
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