2014-04-30 00:56:04 - Internet Retailing in Sweden - a new market research report on companiesandmarkets.com
Between 2012 and 2013, m-commerce grew by 150% and accounted for 7% of internet retailing with sales of SEK2.5 billion in current value terms in 2013. This, as well as the fact that Sweden also has one of the highest penetrations of smartphones in the world, would suggest that retailers have underestimated the importance of this sales channel as less than half of chained stores have a website adapted for mobile devices.
Netonnet leads current value sales in internet retailing with a 3% value share in 2013 and revenue at SEK1.01 billion. The company has successfully continued to grow within consumer electronics by starting as an e-commerce company in 1999 and then continuing with a multichannel sales strategy in 2001 by
incorporating store sales through self-service stores. This store format keeps the prices at the same level as online prices while giving the customer the option of seeing, touching and owning the product faster than by purchasing online.
Pure internet retailers are expected to remain in a tough environment while multichannel companies will continue to reap the benefits. Even though internet retailing witnessed high growth over the review period, it still only accounted for 5% of the total retailing market in 2013. The internet will remain a source of information where purchases are planned. Volume sales, however, will rise among companies that combine e-commerce with stores. Following the latter strategy, companies have a greater opportunity to offer the service and carry the costs needed for a successful e-commerce business.
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