After a few turbulent years, e-commerce is finally finding its footing again. According to the E-barometern Q1 2025, online shopping grew by 9% — the strongest start since 2021. It’s as if consumers have made up their minds and are once again ready to hit that “buy” button.
That said, global uncertainty is still in the air, and competition is tougher than ever. Here are three key trends to watch right now:
1. Pharma booms, DIY bounces back 💊
Online pharmacy sales have surged by a whopping 24% — the fastest-growing category of all. And it’s not just painkillers driving the demand: beauty, self-care, and wide product selections are fueling the growth. Meanwhile, DIY and building supplies are also making a comeback, with an 8% rise after a stretch of weaker figures.
👉 What you can do:
No matter your industry, make sure it’s easy to find, understand, and buy your products. Shoppers give up fast if the path to purchase isn’t clear. So double-check your site’s navigation, ensure your product descriptions are helpful, and make sure your content supports the entire shopping experience — it’ll help your customers and your conversions.
2. China rises — second-hand stalls 🌍
For the first time, China is the most common country for Swedes to shop online from. It's not just about the prices - deliveries and the shopping experience are also approved by us Nordics. At the same time, circular e-commerce is quite stagnant: only 3% have bought second hand from a traditional player in the past year.
👉 What you can do:
If you’re in sustainability or resale, make it a clear part of your message — especially early in the customer journey. Competing with low-cost international players? Focus on your strengths: reliable shipping, helpful customer service, and knowing exactly what you’re getting. There are more powerful USPs than price alone.
3. Beauty goes from scroll to storefront 🧴
Many beauty brands start out selling direct-to-consumer, often through Instagram or TikTok, before launching pop-up shops or physical showrooms. E-commerce is just the starting line — not the end goal. D2C isn’t a new concept, but the beauty industry is showing just how close brands can get to their customers.
👉 What you can do:
Even if you’re not selling lipstick, the principle is the same: relationships drive results. Make sure your customers recognize you, no matter the channel — and don’t be afraid to show some personality. It really can pay off.
We’re keeping an eye on the landscape 👀
The E-barometern clearly shows that e-commerce is shifting — though different industries are moving in different directions. Some are scaling up, others down. What we do know is this: competition is only getting fiercer, and the digital shopping experience is more important than ever.
At Mild, we’re keeping a close watch — and we’ll be back with more insights soon.
Do you want to know how your site stacks up against the competition?
Get in touch, and we’ll set up a meeting and talk online.
