In Sweden, younger generations purchased more online in comparison to older generations. This trend could be due to the fact that they are more familiar with technology and e-commerce than those born in the early to mid-1900s. As an example, in 2022, Swedes born in the 80s were the most likely to buy Christmas presents via the internet. Around half of them bought these products online, compared to only 27 percent of people born in the 2000s. Fashion was the most purchased category by shoppers who grew up in the 2000s.
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Share of online purchases in Sweden in 2022, by product category and decade of birth
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Internetstiftelsen. (October 7, 2022). Share of online purchases in Sweden in 2022, by product category and decade of birth [Graph]. In Statista. Retrieved July 14, 2025, from https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/
Internetstiftelsen. "Share of online purchases in Sweden in 2022, by product category and decade of birth." Chart. October 7, 2022. Statista. Accessed July 14, 2025. https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/
Internetstiftelsen. (2022). Share of online purchases in Sweden in 2022, by product category and decade of birth. Statista. Statista Inc.. Accessed: July 14, 2025. https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/
Internetstiftelsen. "Share of Online Purchases in Sweden in 2022, by Product Category and Decade of Birth." Statista, Statista Inc., 7 Oct 2022, https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/
Internetstiftelsen, Share of online purchases in Sweden in 2022, by product category and decade of birth Statista, https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/ (last visited July 14, 2025)
Share of online purchases in Sweden in 2022, by product category and decade of birth [Graph], Internetstiftelsen, October 7, 2022. [Online]. Available: https://www.statista.com/statistics/1372379/sweden-e-commerce-categories-purchased-by-birth-year/
