What do I need to know when targeting Swedish customers digitally?

LinkedIn Twitter Facebook

 

Author: Becca McDonald, Business Development Executive, eCommerce Worldwide

 

Sweden is the most populous country in the Nordic region with 9.6 million inhabitants and a staggering 93% online penetration1. Often seen as a test hub for companies entering Scandinavia, Sweden could be the perfect place to launch your eCommerce store, with PostNord reporting that 32% of Swedes have made a cross-border purchase.2

 

It is possible that the high proportion of cross-border purchases may be attributed in part to the success companies have had when localising their sites for the Swedish market. Oban Digital reports that PostNord found 7% of Swedes who reported not making a cross-border purchase had in fact bought from German site Zalando, believing it to be a Swedish company due to its local domain, domestic customer service information and fully translated interface.3

 

Zolando - Europe eCommerce business

 

One of the most commonly asked questions with regards to trading into Sweden, is the extent to which foreign retailers should localise and / or translate their site for Swedish consumers. A Eurobarometer report on European online language present found that “although 9 in 10 internet users in the EU said that, when given a choice of languages, they always visited a website in their own language, a slim majority (53%) would accept using an English version of a website if it was not available in their own language”. To compare attitudes in different countries, only 22% of users in France agreed with this statement in comparison to 66% in Sweden.4 It appears that an English site may convert to more sales with Swedish customers compared to those in France, but it would still be preferable to translate for the Swedish market, if resources allow.

 

With a youth-driven eCommerce and technology market5, Sweden has the highest number of teen Snapchatters per capita, second only to Ireland 6. Similarly to many countries, Facebook still dominates with 4.1m unique daily visits, Twitter attracting 75,000 and YouTube, 1.6 million. LinkedIn trails the pack with 100,000 although should still be taken into consideration, particularly for B2B eCommerce.7

 

The majority of these social media users are in the 16-25 age bracket although significantly over 88% of children own a phone, with average age for owning one, just 8.7 years old. It is vitally important to make sure that your social media channels, particularly Facebook are keep up to date, that your site is mobile-friendly and search engine optimised and that your content is appropriately targeted, particularly for young digitally savvy Swedes.5

 

eCommerce in Sweden - Digital landscape

 

A quick tip for ROI on email marketing would be to pay attention to dates - for example, all Swedes have their salaries paid on the 25th of each month, which is different to other Nordic countries. Child benefits are also paid monthly, rather than quarterly.8

 

It’s also worth keeping a note of national holidays such as Midsummer, where online retailers tend to discount products one-two weeks before the date which tends to fall on a Friday between the 19th and 22nd of June. Oban Digital suggest that retailers send push notifications and targeted email campaigns to keep their customers informed of their promotions. This offers a two pronged approach to customer acquisition, as many Swedes take holidays and travel to their summer house during this period of time.9

 

 

1 - Internet Live Stats
2 - PostNord Report - eCommerce in the Nordics
3 - Oban Digital - eCommerce opportunities in Sweden
4 - Choice Translation Services
5 - Oban Digital - eCommerce Landscape in Sweden
6 - Statista - Leading Snapchat Market
7 - MVF Global - Swedish and the Internet Article
8 - Makes You Local Article - Swedish and Danish Shoppers
9 - Oban Digital - eCommerce opportunities in Sweden

 

LinkedIn Twitter Facebook

Understanding the Current Global eCommerce Localisation Trends

Understanding the Current Global eCommerce Localisation Trends

Localisation has become key to success online and savvy brands and online retailers have adopted innovative approaches to localisation in order to provide the best experience for their target customers while retaining their brand identity and tone of voice in all of the markets that they operate. So how are retailers applying localisation strategies across the world and how are demands shifting?
How to ship with Fulfilled by Amazon

How to ship with Fulfilled by Amazon

If you shop on Amazon, you may often see the term ‘Fulfilled by Amazon’ meaning that you’re buying a good not from Amazon, but from a third party seller. Fulfilled by Amazon, or FBA, selling is where a third party stores their goods in Amazon warehouses, and Amazon then uses them to fulfil listings. But what does it take to sell your goods as Fulfilled by Amazon?
The legal landscape for online retail in Canada

The legal landscape for online retail in Canada

The legal situation around online retail in Canada is complicated by its general devolution from federal to province / territory level. In theory this means 13 different sets of terms and conditions needed. In practice, there is a very high degree of uniformity. This article looks into Canadas legal system from an online retailers position.
Online retail competition in Canada

Online retail competition in Canada

Canadians are amongst the most prolific cross-border eCommerce purchasers in the world - however, something to think about is that more and more local retailers, who previously were poor at eCommerce, are increasingly now getting better at it. This article looks at some of the top retailers in the Canadian eCommerce market to help you understand the competitive landscape there.
The Size of the Canada Retail Market

The Size of the Canada Retail Market

With the presence of US retailers in Canada unsurprising, some may find it hard to believe that not all northward ventures have ended in success. Therefore, you shouldn’t assume that the presence of a US giant means that other cross-border retail efforts would be hopeless. This article looks at the value of the total retail market in Canada and outlines the current competitive landscape there.
Online retail marketing in Canada

Online retail marketing in Canada

With internet and device penetration significant and online browsing behaviour fairly typical of a developed market, the landscape of online marketing looks very familiar to highly connected countries. However, retailers should be aware of the subtle but significant differences between the Canadian and the UK markets. This article looks at use of marketing methods for online retailers in Canada.
Connectivity and online behaviour in Canada

Connectivity and online behaviour in Canada

With typical online behaviour similar to other western counties, the Canadian eCommerce market can be seen as very appealing to cross-border retail. Exploring its sophisticated infrastructure, this article looks at the details of Canadian shoppers’ behaviour online, and examines some of the demographic nuances in internet access, online activity, and device preferences.
Online retail payment methods in Canada

Online retail payment methods in Canada

In different markets, shoppers can have varying preferences when it comes to making payments for orders on eCommerce sites. Canada is no exception but happily, there is more of an opportunity than a challenge when it comes to online retail payment in Canada. This article looks at the online retail payment methods within the Canadian eCommerce market.
Online shopping behaviour in Canada

Online shopping behaviour in Canada

When Canadian Shoppers buy online, how do they go about it, and what do they buy? With the use of mobile growing and the use of various devices for online shopping looking similar to trends in the UK, Canadian eCommerce has been a sleeping giant, but it’s waking up. And quickly. This article looks at the online shopping behaviour of the Canadian eCommerce market.
Online Retail Logistics in Canada

Online Retail Logistics in Canada

How should you go about planning your logistics strategy for servicing the Canadian eCommerce market and what are the options available? Canada is a spectacular 9,306 km from extreme east to extreme west so for any non-Canadian retailer looking for delivery partners to ship into the country, only large players with the scale to cover such a geography are particularly relevant. This article looks at the online retail logistics within Canada and how this impacts its eCommerce market.

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2017© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More