How well are Swedish fashion retailers adapting to the rapidly evolving digital commerce landscape? What digital capabilities are driving growth and customer loyalty? Where do Swedish brands stand compared to global leaders, and what opportunities lie ahead for them?

Welcome to an in-depth overview of the digital commerce landscape within Swedish fashion retail, drawn from Deloitte Digital Commerce Maturity Study. This landmark study examines how Sweden’s leading fashion brands are navigating the rapidly evolving digital environment, identifying their key strengths, challenges, and opportunities for future growth.

The study assessed 16 of Sweden’s top fashion retailers, evaluating over 50 digital capabilities across six critical stages of the customer journey—from initial awareness and inspiration through to loyalty and rewards. Each capability was scored on a scale from 0 (non-existent) to 3 (leading or best-in-class), providing a clear picture of digital maturity.

To offer a global perspective, Swedish brands’ performance was benchmarked against more than 150 international retailers, highlighting where Sweden excels and where there is room to improve in order to remain competitive on the world stage.