Google Shopping in Sweden

Sweden is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the Swedish ecommerce market and target Sweden buyers. With a population of 10,099,265, Sweden has an average annual ecommerce spend of €1,477 while the European average spend is €2,186

Google Shopping in Sweden - International Marketing
Google Shopping in Sweden - International Marketing   Sweden at a glance
Average CPC €1.43
Average CTR 1.90%
Average spend per capita €1,477
GDP per capita €54,075
GDP €439.52 billion
GDP growth rate 2%
Population 10,099,265
Number of Internet users 7,069,486
Median age 41
Mobile ecommerce 54%
Language(s) spoken Swedish
Currency Swedish Krona (SEK)
Google Shopping in Sweden - International Marketing
How to benefit from free visibility on Google Shopping in Sweden
Top sites
1. eBay
3. Ikea
Google Shopping in Sweden - International Marketing

Find out how to improve the
Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in Sweden

Acquiring traffic through Google Shopping Ads in Sweden is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in Sweden across the top Google Shopping Ads categories.


Average CTR in Sweden

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in Sweden

Below are the top ecommerce categories in Sweden and the % of online buyers that have purchased in these categories.


What you need to know before selling in Sweden?

Today Sweden's B2C e-commerce market is worth €439.52 billion. Growth, however, is steady and is set to continue at an annual growth rate of around 2%.

Per capita the average annual online spend in Sweden is €1,477. As a highly-banked nation ready and willing to accept digital-only methods, Sweden is a country to monitor when it comes to emerging e-commerce payment trends. Despite its high gross domestic product per capita, online spending remains modest – a factor newcomers to the market can capitalize upon. To help our clients locate, attract and keep their customers.

Sweden’s top ecommerce sites are:

  • 1. eBay
  • 2.
  • 3. Ikea

Cross-border spending in Sweden is growing, international e-commerce now accounts for 6% of total ecommerce spend in Sweden. When Swedish buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of Sweden tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping Sweden?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as Sweden, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in Sweden?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in Sweden, you need to first create a Swedish feed and then opt into their program. To do this you need to localise your website and your listings for the Swedish market, to ensure that you meet the criteria set by Google to sell onto the Swedish market.

To set up your Swedish feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s Swedish requirements.
  • Convert product currencies into Swedish Krona (SEK) and make sure your checkout accepts Swedish Krona (SEK) payments.
  • Enable international shipping through a global carrier. International shipping prices for the Swedish market will have to be included in your Swedish product feed. See more details.
  • If your Swedish product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the Swedish market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the Swedish market. This includes product descriptions in Swedish, correct local sizes, prices in Swedish Krona (SEK) and with common Swedish methods of payment.

Adopting your feed, listings and store for the Swedish market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a Swedish store?

If you don’t have a Swedish store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: Swedish version. Your store must have a Swedish version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the Swedish version.

Currency: The prices in your product feed must be in Swedish Krona (SEK).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Swedish Krona (SEK) then all the prices on your site must also be in Swedish Krona (SEK).

Shipping: All shipping prices must also be in Swedish Krona (SEK).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to Sweden.

Legal: Ensure your site is fully compliant with Local Swedish ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in Swedish Krona (SEK).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for Sweden?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in Sweden - International Marketing
Google Shopping in Sweden - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns