In 2023, women purchased more clothes online than men in Sweden. For women, the age group of 25 to 34 had the highest share of online clothes shoppers. Around 81 percent of women in this age group made purchases of these products via the internet.
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Share of online clothes shoppers in Sweden in 2023, by age group and gender
Characteristic
Men
Women
16-24 years
41%
68%
25-34 years
56%
81%
35-44 years
63%
77%
45-54 years
51%
74%
55-64 years
39%
55%
65-74 years
24%
35%
75-85 years
10%
17%
0%20%40%60%80%100%
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Statistics Sweden. (April 11, 2024). Share of online clothes shoppers in Sweden in 2023, by age group and gender [Graph]. In Statista. Retrieved July 25, 2025, from https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/
Statistics Sweden. "Share of online clothes shoppers in Sweden in 2023, by age group and gender." Chart. April 11, 2024. Statista. Accessed July 25, 2025. https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/
Statistics Sweden. (2024). Share of online clothes shoppers in Sweden in 2023, by age group and gender. Statista. Statista Inc.. Accessed: July 25, 2025. https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/
Statistics Sweden. "Share of Online Clothes Shoppers in Sweden in 2023, by Age Group and Gender." Statista, Statista Inc., 11 Apr 2024, https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/
Statistics Sweden, Share of online clothes shoppers in Sweden in 2023, by age group and gender Statista, https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/ (last visited July 25, 2025)
Share of online clothes shoppers in Sweden in 2023, by age group and gender [Graph], Statistics Sweden, April 11, 2024. [Online]. Available: https://www.statista.com/statistics/647168/individuals-who-ordered-clothes-or-sport-goods-online-in-sweden-by-age-group-and-gender/
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