Svea Bank has published the year's overview of Sweden's 100 fastest growing online shops. The figures clearly reflect the business models that function in a more mature Nordic market and at the same time signal important signals to players in Norway. This is a review of the main findings -- and what they can mean to Norwegian e-commerce.
A list dominated by clear niches and strong positioning
The largest growing crop winner in the year is Wristbuddys, an actor specialising in clock straps and accessories. With a growth of 2334 percent and sales in: 132 countries, the company shows how a narrow product area can scale when logistics, brand and marketing are adapted to international markets.
This is a continuous feature of this year's ranking: companies with clearly defined range and precise positioning account for much of the growth.
Influencer-powered brandware continues to grow rapidly
In second place we find Lis Bonne Atelier, established by Maja Nilsson Lindelöf, with a growth of 1819 percentSo let's say that this is the same thing as that. Sweden is ahead of Norway for a few years in combining influences economy with scalable e-commerce.
The most skilled actors have professionalised processes in product development, logistics and customer travel. It is not sufficient to have reachable – operation, range and brand must also be seated.
New activity in the electronics segment
Third place to go to Nordic Supply Co, which delivers: 1788 percent growth in a category long characterised by flat development. This illustrates that the electronics market still has room for new actors when priority is given to product range, customer support and delivery solutions.
Swedish players who succeed here are characterised by:
- specialisation over width
- comprehensive product and comparison content
- combination of own products and curated third party products
- efficient storage and logistics structure
Swedish e-commerce enters a growth phase
The Swedish Trade e-commerce indicator shows that turnover increased in October by 16 percent compared to the previous year, to a total 13.1 billionSo let's say that this is the same thing as that. This is the fourth month in a row of two-digit growth.
Two factors explain the evolution:
- The average purchase price increases
- The EU removes customs exemptions for packages below EUR 150, reducing the competitive advantage of highly reasonable products from Asian marketplaces
This gives Swedish actors better framework conditions than before – a condition that will also be of importance in Norway.
The Top 10 list shows the width of the categories
The top 10 of Svea Bank's list shows that growth does not depend on the right category, but on the right strategy. List of accessories and interiors for nicotine products, fragrances and linen:
Top 10 Swedish growth winners 2025:
- MJS Internet commerce AB: https://wristbuddys.com (Acessoars)
- Lis Bonne Atelier AB: https://www.lisbonnetlier.com (Clause)
- Nordic Supply Co AB: https://nordicsupply.se (Electronics)
- Postorder group in Gothenburg AB: https://light-storeen.se (Home lighting)
- Invicta Sweden AB: https://snusdady.com (Snus)
- Rendering EcoM&Media AB: https://tassarna.se (Hust animal products)
- Bast Investment Group AB: https://bastsauna.com (Buy)
- Evoroma AB: https://evoroma.com (Dutch)
- Ecombuz AB: https://electronicsstore.se (Electronics)
The lack of a dominant segment underlines that growth is primarily created by clear positioning and the ability to scale — not by which industry one operates.
What Norwegian online shops should notice
The development in Sweden gives three clear signals to Norwegian e-commerce providers:
1. Small niches and specialized concepts grow fastest. Actors focusing on one product area and able to own the category have a higher growth potential than generalists.
2. Brands with established distribution power have a clear advantage. Influencer-based brandies succeed when combining range with efficient operation.
Three. International expansion is a competitive factor. The largest growth winners operate globally, often long before they are large in the domestic market.
Summary
The year's overview from Svea Bank shows a Swedish e-commerce industry that is in a clear growth phase. Small niches, strong brands and specialised electronics operators are doing a lot of development. The same trend may be seen in Norway in the future.
For Norwegian online shops, the main issue is how to position yourself for growth: through clear category limitation, professionalised operation or international scaling. About the mapping: Using UC data, all Swedish companies registered under SNI code 47910 are: Mail order and retail trade services on the Internet mapped. The survey only includes companies that have reported turnover for 2024 before September 2025. A total of 100 companies are listed. The total net turnover of companies in 2023 is compared to the net turnover for 2024, and then the percentage change is calculated.
Companies with less than DKK 1 million on the market in 2023, as well as companies which clearly cannot be connected to one or more online shops, are excluded from the mapping. The same applies to companies where the majority of turnover – or the increase in turnover – is clearly not derived from e-commerce.
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