Apparel leads Sweden by a wide margin, so the fashion list is the one to split by size.
Sweden · shop categories
What Swedish online shops sell, by category
Apparel and accessories is the largest category of online shops in Sweden, ahead of home and garden and business and industrial, which rank close together.
- Online shops with a category
- ~62,000
- Largest category
- Apparel & Accessories
- Then
- Home & Garden, Business & Industrial
- Most used platform
- Shopify
September 2026
Health and beauty and sporting goods rank level in fourth and fifth place in Sweden, ahead of food.
Pet supplies ranks ninth in Sweden, ahead of media and vehicles and parts.
Shop categories in Sweden, by number of shops
Each shop is counted once, under its main category.
- 01Apparel & Accessories~16,000
- 02Home & Garden~8,300
- 03Business & Industrial~7,900
- 04Health & Beauty~4,200
- 05Sporting Goods~4,200
- 06Food & Beverages~2,900
- 07Hardware~2,700
- 08Arts & Entertainment~2,600
- 09Pet Supplies~2,500
- 10Media~2,400
- 11Vehicles & Parts~1,900
- 12Electronics~1,700
- 13Furniture~1,500
- 14Office Supplies~1,000
- 15Toys & Games~780
- 16Cameras & Optics~550
- 17Baby & Toddler~500
What this means
What to do with it.
Sweden is a consumer market: apparel leads by a wide margin and home and garden outranks business and industrial. Sporting goods is level with health and beauty, so an outdoor and sports list is a real second consumer campaign here, ahead of food.
Target Swedish apparel retailers first, then home and garden, and treat sporting goods as a list equal to health and beauty, each matched to a buyer.
Recruit Swedish fashion and home and garden sellers who already run their own checkout, and prioritize those already selling to a second country.
Pitch Swedish apparel and home and garden shops first, sorted by platform and store size, then the sporting goods and health and beauty groups.
Common questions
- What do most online shops in Sweden sell?
- Apparel & Accessories is the largest category, with ~16,000 shops, followed by home & garden (~8,300).
- How many Swedish online shops sell business & industrial?
- ~7,900 online shops in Sweden have business & industrial as their main category, the third largest category in the country.
- Can I get a list of Swedish online shops by category?
- Yes. Pick the category and the cut you want, for example shops that advertise now or run a given platform, and we return the matched companies with the people to reach.
Keep in mind
- Each shop sits under one main category; a store selling clothing and homeware appears once, under its leading range.
- Category size counts shops, not sales; narrow by size or ad activity before you commit effort.
Start with your target
Build a Sweden target list by category
Tell us who you want to reach. We send back matched accounts.
Get a matched sample
Before any commitment.