Sweden stands out as a European retail powerhouse where the allure of in-store shopping remains not only resilient but remarkably vibrant. According to recent survey data, 75% of Swedish consumers say they enjoy shopping in-store—more than any other country surveyed, including the United States and the UK. This enthusiasm is not a fleeting trend but a deeply rooted cultural and behavioral phenomenon, shaped by a unique blend of digital savviness, generational preferences, and a strong desire for shopping stability. For retailers, understanding the Swedish in-store shopping mindset offers valuable lessons in bridging digital and physical experiences and driving omnichannel innovation.
Swedish consumers’ passion for brick-and-mortar retail is unmatched in Europe. An overwhelming 96% of Swedes prefer to shop for at least some items in-store rather than online, and only 1.9% have abandoned physical stores entirely—a figure far lower than in the US or other European markets. The top categories for in-store purchases in Sweden include perishables and fashion, but uniquely, 66% of Swedes also prefer to buy glasses in-store, highlighting the importance of tactile and personalized experiences.
The reasons behind this preference are multifaceted:
What sets Swedish shoppers apart is not just their love for physical stores, but their highly digital approach to preparing for in-store visits. More than half (53%) of Swedish consumers always or often check a retailer’s online inventory before heading to a store—the highest rate among all countries surveyed. This behavior reflects both high expectations for inventory accuracy and a desire for efficient, purposeful shopping trips.
Swedish consumers are also leaders in using retailer apps and digital tools while shopping in-store. 81% have engaged with a retailer’s app during their visit, leveraging features such as:
This seamless blending of digital research and physical shopping is a hallmark of the Swedish retail experience. It enables consumers to make informed decisions, avoid disappointment from out-of-stock items, and maximize the value of each store visit.
Another defining trait of Swedish shoppers is their strong preference for maintaining established shopping routines. Over half (56%) express no intent to change their balance between online and offline shopping, and 66% want to keep their current mix of in-store and digital purchases. No other country surveyed shows such a pronounced desire for status quo.
This stability is not inertia—it’s a reflection of satisfaction with the current retail landscape. Swedes feel that their needs are being met by the combination of digital convenience and in-store experience, and they are less likely to chase novelty for its own sake.
While the love for in-store shopping spans all age groups in Sweden, there are notable generational differences:
The Swedish market offers a blueprint for retailers seeking to harmonize digital and physical retail:
With 81% of Swedes checking inventory online before visiting, real-time, accurate stock information is non-negotiable. Retailers must invest in integrated inventory systems that update across web, app, and in-store channels to avoid customer frustration and lost sales.
Swedish consumers expect to move fluidly between digital and physical touchpoints. Features like buy online, pick up in-store (BOPIS), digital receipts, and app-based loyalty programs are essential. Retailers should design experiences that allow customers to start, pause, and complete their shopping journey on their terms.
Rather than pushing constant change, Swedish retailers should focus on optimizing and personalizing the existing shopping journey. Enhancements that make the process smoother, faster, or more reliable will resonate more than disruptive innovations.
While older Swedes are less interested in in-store events, younger shoppers are more open to experiential retail. Retailers can segment their offerings—providing classic, efficient service for seniors and more interactive, social experiences for younger audiences.
Apps, digital signage, and personalized offers should be used to support the core in-store experience, not distract from it. The goal is to empower shoppers with information and convenience, while preserving the sensory and social aspects that make in-store shopping special.
Sweden’s in-store shopping phenomenon is a testament to the enduring power of physical retail—when it is thoughtfully integrated with digital tools and tailored to local preferences. Swedish consumers’ blend of digital preparation, in-store loyalty, and desire for stability offers a roadmap for retailers everywhere. By learning from Sweden’s example, brands can create connected, resilient, and customer-centric retail experiences that thrive in both the digital and physical worlds.