According to the annual E-barometer report – carried out by HUI Research together with the Swedish e-commerce industry association and Postnord, the Swedish postal services – e-commerce now generates 67 billion SEK ($8,4 bn) per year – corresponding to almost 9 percent of all retail spend in the country.

Looking backwards five years, e-commerce revenue has more than doubled from a base of 31,6 billion ($4 bn) in 2012. And if growth continues, it will once again double in the next five years, says Carin Blom, retail analyst at Postnord, in a press release.

The fastest-growing category in 2017 was children’s goods/toys, which grew 23 percent to 2,1 billion krona ($260 million).

“These are mainly stressed-out parents of little children, which make up an important target group for e-commerce retailers,” Blom said to Breakit, a tech site.

Consumer Electronics is king

By far the biggest e-commerce category in Sweden is consumer electronics, which generated almost 14 billion ($1,75 bn) in revenues last year. This demand helps make Dustin.se the biggest single retailer in the country, according research from 2017 done by to Breakit and Valu8.

Shifting consumer behaviors are already evident in Sweden, which is generally considered a forerunner in e-commerce adoption. For one, e-commerce players captured 80 percent of growth of discretionary item categories (big purchases that aren’t bought often). This development “will have consequences in the long run,” Blom says to Breakit.