Sweden – Retail and Consumer Issues

What are the typical shop opening hours in Sweden, and do they vary by day, region, or shop type?

Most Swedish retailers open from around 9:00 am and close by 6:00 pm. In larger urban centres, department stores and shopping centres frequently stay open until 7:00 pm or beyond. This is broadly in line with retail trading hours across much of continental Europe, though shorter than in countries where late-evening shopping is the norm.

Monday to Friday, most stores operate from 9 am to 6 pm, with Saturdays generally seeing closures around 4 pm, though shopping malls tend to run extended hours. Certain city-centre stores also trade on Sundays, typically opening around midday and closing by 4:00 pm. Unlike jurisdictions where Sunday trading is tightly controlled by legislation, Sweden takes a more permissive and flexible position.

Most shops are permitted to stay open until 21:00 and typically close on Christmas Day, New Year’s Day, Easter Sunday, May Day, National Day, and Midsummer Day — though no law actually compels this. In practice, Midsummer is treated almost universally as a total shutdown, so it is wise to complete your shopping the day before.

It is also common in Sweden for businesses to close at noon on the day preceding a public holiday. Expats who are accustomed to round-the-clock convenience stores should be aware that while some Pressbyrån and 7-Eleven outlets operate longer hours, most mainstream retailers do not trade continuously. Planning ahead is advisable.

In the major cities of Stockholm, Gothenburg, and Malmö, supermarkets and shopping centres routinely extend into the evening. In smaller towns and rural settings, trading hours are often shorter and Sunday closures more frequent — it is always worth consulting the specific store’s website before travelling any distance.

What forms of payment are typically accepted in Sweden?

Sweden leads both the Nordic region and the wider world in its push toward a cashless economy. For those arriving from countries where physical money remains the everyday expectation, this is one of the most striking differences they will encounter in daily Swedish life.

Card usage in Sweden is exceptionally high, at 367.4 payments per capita — well above the EU average. Debit cards issued under Mastercard and Visa are the most prevalent, and contactless payments via Apple Pay, Samsung Pay, and Google Pay are widely processed at point-of-sale terminals throughout the country.

In 2012, a group of Swedish banks jointly introduced Swish, a real-time mobile payment system that transfers funds directly between bank accounts and is underpinned by BankID, Sweden’s digital identification platform. By February 2025, Swish had amassed over 8 million users — equivalent to nearly 86% of the Swedish population. To register for Swish, you need a Swedish bank account and a Swedish personal identity number (personnummer), which means newly arrived expats may find themselves dependent on card payments until these are in place.

A tap-to-pay feature introduced to Swish in December 2024 has broadened its use for in-store transactions. It is now common to see “card only” notices displayed at tills in shops, restaurants, cafés, and bars. Stockholm’s public transport network ceased accepting cash several years ago, and this cashless model has since extended to numerous public services and markets across the country.

The Swedish government has advised citizens to keep a sufficient cash reserve to cover roughly one week of essential expenses as a precaution against cyber incidents or digital system failures. While cash is seldom required for routine purchases, holding a modest amount is not without practical merit.

Tipping carries no strong cultural obligation in Sweden. In retail and supermarket settings, it is simply not expected. In restaurants and cafés, rounding up the bill or leaving somewhere between 5% and 10% is a gesture that is welcomed but entirely discretionary. Service charges are not routinely added to bills.

What are the main supermarkets in Sweden, and how do they compare on price and quality?

Three retail groups — ICA, Axfood, and Coop — collectively account for close to 90% of the Swedish grocery market, which spans more than 3,100 food stores nationwide. Getting to grips with how these chains are positioned can help you make more informed choices from the moment you start your weekly shop.

ICA operates nearly 1,300 stores across Sweden (as of February 2025), ranging from ICA Nära convenience outlets for everyday top-up shopping, through mid-size ICA Supermarket branches and ICA Kvantum superstores, to full-scale MAXI ICA Stormarknad hypermarkets stocking groceries alongside clothing, homeware, and electronics. ICA is the most widely visited grocery brand among Swedish consumers and commands roughly 50% of market sales (as of 2022). Pricing at ICA tends to sit in the mid-range to slightly premium bracket.

Coop is another significant force in the market, widely associated with a commitment to sustainable and ethical sourcing. It places particular emphasis on locally grown and organic produce, and its prices are comparatively higher than those of budget-oriented competitors. Coop operates under several formats, including Coop Konsum, Coop Forum, Coop Nära, and Coop Extra.

Willys has built its reputation on competitive pricing and is the natural destination for shoppers keeping a close eye on their grocery spend. Consumer surveys consistently place Willys first for perceived value, with shoppers rating it highest for the quality delivered at the price paid. The chain has driven much of the growth in Sweden’s discount grocery segment and operates on a high-volume, low-margin model comparable to similar concepts seen across Europe.

Other notable chains include Hemköp and Lidl. Hemköp offers a broad product selection at mid-range prices and features among the more popular urban supermarkets. Lidl operates in Sweden on the same hard-discount model it deploys across Europe — a compact range of branded and own-label products with a strong emphasis on value. In June 2024, Axfood agreed to acquire the City Gross food retail chain for SEK 2 billion, marking a further consolidation of the sector.

ICA’s prices are on average roughly 13% higher than those at Willys. For expats working within a tighter grocery budget, a common strategy is to do the bulk of weekly shopping at Willys while making selective visits to ICA or Coop for speciality items or greater convenience.

Where can expats find international or home-country products in Sweden?

Sweden’s larger cities — above all Stockholm, Gothenburg, and Malmö — support a well-established network of international food retailers and speciality importers. Larger-format stores such as ICA Maxi and Coop Forum already carry a reasonable selection of international goods, but dedicated import shops fill the gaps for harder-to-find ingredients and products.

Stockholm is the most comprehensively served. Östermalms Saluhall, a historic indoor market hall, stocks premium produce including imported cheeses, charcuterie, and specialist delicacies from around the world. For Asian groceries, Hötorgshallen in central Stockholm and a number of dedicated Asian supermarkets in the Södermalm and Husby neighbourhoods stock ingredients for East and Southeast Asian cuisines. Comparable international food options can be found in Gothenburg’s Nordstan area and around Malmö’s Möllevångstorget.

Halal meat and groceries are available through specialist butchers and food shops in most Swedish cities with established Muslim communities, including Stockholm, Gothenburg, Malmö, and Uppsala. ICA and Coop branches in areas where there is sufficient local demand increasingly stock halal-certified meat. Kosher products are available in Stockholm, primarily through food shops associated with the Jewish community and through selected larger ICA Maxi stores.

Plant-based and vegan shoppers are particularly well accommodated in Sweden. Coop stocks an extensive range of organic and environmentally certified products, and dedicated vegan sections have become standard in most larger supermarkets. Health food chains and independent hälsokost (health food) shops are present in most city centres.

Online, the grocery retailer MatHem and international platforms such as iHerb offer a wide range of health foods, dietary supplements, and speciality products with delivery to Swedish addresses. For non-food international goods, Amazon does not operate a dedicated Swedish storefront, but Amazon.de ships to Sweden and is frequently used by expats. Always check the official website for current import duty thresholds on items ordered from outside the EU.

How popular is online shopping in Sweden, and what are the main platforms?

Sweden has a mature and highly developed e-commerce sector. Online sales account for approximately 4.2% of the Swedish food retail market as of 2025, a proportion that has grown consistently in recent years. Beyond groceries, e-commerce penetration is considerably higher across categories such as electronics, clothing, and household goods.

The main domestic online grocery services include MatHem, ICA’s own home delivery platform, and Coop Online. Home delivery accounts for a larger share of online grocery sales than click-and-collect, and Axfood — driven primarily by Willys — holds approximately 29% of the online grocery market as of 2025.

In general retail e-commerce, the most prominent domestic platforms include CDON (electronics and general merchandise), Zalando Sweden (fashion), and Elgiganten (electronics). IKEA operates a comprehensive e-commerce service with national delivery coverage. Klarna — the Swedish payments and buy-now-pay-later company — is integrated into a huge number of Swedish online retailers, streamlining the checkout process for shoppers with a Swedish bank account or verified identity.

Amazon does not have a dedicated Swedish-language storefront (amazon.se), but both Amazon.de and Amazon.co.uk deliver to Sweden. As Sweden is an EU member state, goods ordered from within the EU arrive without additional customs charges. Items ordered from outside the EU — including from the UK following Brexit, or from the United States — are subject to Swedish VAT (25% standard rate as of 2025) and potentially customs duties. Following EU rule changes introduced in 2021, the threshold for duty-free imports from outside the EU is effectively zero for commercial goods, so this cost should always be factored in when ordering from non-EU retailers. Visit the Swedish Customs (Tullverket) website for current import thresholds and applicable duty rates.

Domestic delivery times are generally dependable: standard orders arrive within 2–5 working days, and next-day express options are available in the major cities. The right to return goods purchased online is governed by Swedish consumer law, which provides a 14-day withdrawal period for distance contracts — see the consumer rights section below for full details.

What consumer rights do you have when shopping in Sweden?

Sweden’s consumer protection laws are among the most comprehensive anywhere in the world. Much of the framework derives from EU directives, but Swedish implementation frequently goes beyond the minimum requirements. The key statutes covering consumer transactions are the Consumer Sales Act (Konsumentköplagen), the Consumer Services Act (Konsumenttjänstlagen), and the Distance and Off-Premises Contracts Act (Distansavtalslagen).

For physical goods, if a product turns out to be defective or does not match its description, you have a statutory entitlement to a remedy. Rather than depending on the goodwill of the retailer — as is the case in some countries — Swedish law gives consumers a legal right to have faulty goods repaired, replaced, or, where neither is feasible, to receive a price reduction or full refund. The general limitation period for claiming a remedy for defects is three years from the date of purchase (as of 2025), which exceeds the two-year minimum mandated under EU law.

For online and other distance purchases, the law grants a 14-day right of withdrawal (ångerrätt) running from the day you take delivery of the goods. Within this window, you may return any item for any reason — or without giving any reason at all — and receive a full refund of the purchase price. The retailer must issue the refund within 14 days of receiving the returned goods or of receiving confirmation that they have been dispatched. Note that the cost of return shipping may be borne by the consumer unless the retailer explicitly states otherwise.

Misleading advertising and unfair commercial practices are regulated under the Marketing Act (Marknadsföringslagen). Sweden’s consumer authority actively monitors the market and has powers to take action against businesses that engage in deceptive pricing, false claims, or aggressive sales tactics.

For the most up-to-date rules, thresholds, and guidance, consult the Konsumentverket (Swedish Consumer Agency) and the consumer advice portal Hallå Konsument. Both services publish information in multiple languages. Always verify current legal timeframes directly with these official sources, since legislation can be amended.

What should expats know about consumer complaints and dispute resolution in Sweden?

When a purchase goes wrong, Sweden provides a well-organised framework for resolving the problem — and you do not require legal representation to navigate it. The system is designed to be accessible to all consumers, including those who have recently arrived in the country.

1. Raise the issue with the seller first. Both Swedish law and standard good practice require you to give the retailer or service provider an opportunity to put things right. Submit your complaint in writing — email is perfectly acceptable — and keep a thorough record of all exchanges. A significant proportion of disputes are settled at this initial stage.
2. Obtain free advice from Hallå Konsument. If you are uncertain about your rights or how best to proceed, reach out to Hallå Konsument (Hello Consumer), the official consumer guidance service run by Konsumentverket. Free support is available by telephone and online, including assistance with drafting a formal complaint.
3. Approach your local Consumer and Civil Advice Office (Konsument- och medborgarkontor). Many Swedish municipalities maintain local consumer advice offices staffed by trained advisers who can assist with disputes free of charge.
4. Lodge a complaint with the National Board for Consumer Disputes (ARN). The Allmänna reklamationsnämnden (ARN) is Sweden’s official alternative dispute resolution body for consumer matters. It is free to use, and its recommendations — while technically non-binding — are followed by the overwhelming majority of Swedish businesses. Complaints must generally be submitted within one year of first raising the matter with the trader, and the disputed amount must typically exceed a minimum threshold (check the ARN website for current figures as of 2025).
5. Use the EU Online Dispute Resolution platform where applicable. Where the dispute involves a trader in another EU member state, the EU ODR platform offers an online pathway to resolution.
6. Pursue the matter through the small claims court (Tingsrätten). If a business declines to follow an ARN recommendation, or if the dispute falls outside ARN’s jurisdiction, you may bring the case before the Swedish district court. Small claims procedures exist for lower-value disputes, and the court fee is relatively modest. Consult the Swedish Courts (Domstol.se) website for current fees and procedural guidance.

Complaints involving financial services can be directed to the Konsumenternas (Insurance and Financial Markets) advisory service, which provides free guidance. Telecoms and utility disputes can be referred to the relevant sector ombudsman — for example, Telekområdgivarna for telecommunications matters. Always check official websites for the most current contact details and procedures, as these can change over time.

Are there any practical shopping tips or cultural norms expats should be aware of in Sweden?

Bargaining is not the done thing. Negotiating prices is not part of Swedish mainstream retail culture. In shops, supermarkets, and markets, prices are fixed, and attempting to haggle is likely to cause awkwardness. The exception is the second-hand market — at loppis (flea markets) and through private listings on platforms such as Blocket, price negotiation is entirely normal and expected.

The pant system — deposits on bottles and cans. Sweden operates one of the world’s most effective beverage container deposit schemes, known as pant. Most plastic bottles and aluminium cans carry a deposit of 1–2 SEK (as of 2025), which is refunded when you feed them into a reverse vending machine (pantautomat) located at the entrance of virtually every supermarket. Returning containers is firmly established as a social norm — do not simply discard bottles and cans.

Bag charges and environmental habits. In line with EU environmental policy, plastic carrier bags are subject to a charge at Swedish supermarket checkouts. Arriving with your own reusable bag (tygkasse) is standard practice and very much consistent with Swedish environmental values. Most stores sell sturdy reusable bags at the till for those who have forgotten.

Loyalty cards. ICA’s loyalty card (ICA-kortet) provides personalised discounts and is free to obtain — it is well worth getting one early in your time in Sweden. Coop has an equivalent cooperative membership scheme. Both chains offer apps with digital coupons and rotating weekly deals that can generate meaningful savings over time.

Product labelling. The majority of product labels in mainstream supermarkets are in Swedish only, though larger city stores frequented by international residents often include some English labelling. Shoppers with dietary restrictions or allergies should learn the Swedish terms for common allergens — for instance, ‘nötter’ (nuts), ‘gluten’, and ‘laktos’ (lactose) — as this knowledge is essential for safe grocery shopping. Under EU law, allergen information must be clearly indicated on all packaged food products.

Systembolaget — the state-run alcohol monopoly. Any alcoholic drink above 3.5% ABV is sold exclusively through Systembolaget, the government-owned off-licence chain. Regular supermarkets and convenience stores are limited to selling low-alcohol beer (folköl, up to 3.5% ABV). Systembolaget branches operate specific hours — typically Monday to Friday until 7:00 pm, Saturdays until 3:00 pm — and are closed on Sundays and public holidays (as of 2025; verify current hours on the Systembolaget website). This is among the most practically significant retail peculiarities for newcomers to be aware of.

Queuing etiquette. Swedes have a genuine attachment to orderly queuing. In many shops, post offices, and service counters, customers take a numbered ticket from a dispenser (nummerlapp) and wait for their number to be called. Walking up to a physical queue without first collecting a ticket can cause confusion — always scan the area for a dispenser before joining what appears to be a line.

Frequently asked questions: retail and consumer issues in Sweden

Do I need cash at all in Sweden?

Almost never. Cash represents less than 1% of total transactions in Sweden, and card payments or Swish will cover virtually every purchase you encounter. That said, the Swedish government advises people to hold enough cash to meet around one week of essential needs in the event of a digital outage or cyberattack. Keeping a modest reserve is sensible, but it will not be needed for day-to-day shopping.

Can I use Swish as an expat new to Sweden?

Swish requires a Swedish bank account and a Swedish personnummer (personal identity number), along with the BankID app for identity verification. Until you have obtained these, you will need to rely on international debit or credit cards, both of which are accepted almost everywhere. Apple Pay, Google Pay, and standard contactless card payments all work seamlessly in the meantime.

Are shops open on Sundays in Sweden?

Most shops are open until 21:00 and closed on major public holidays, but there is no legislation prohibiting Sunday trading. Larger supermarkets and shopping centres in cities generally do open on Sundays, typically with shorter hours than on weekdays. Smaller independent shops and those in rural locations are more likely to remain closed. It is always worth checking ahead for the specific store you intend to visit.

What is the cheapest supermarket in Sweden for weekly groceries?

Willys consistently tops consumer value surveys, with Lidl coming in close behind. ICA stores are on average around 13% more expensive than Willys, making Willys the leading choice for cost-conscious weekly shopping. A popular approach among expats is to do the bulk of their shopping at Willys or Lidl and supplement with visits to ICA Nära for added convenience.

How do I make a formal consumer complaint in Sweden?

Begin by contacting the seller in writing. If the issue remains unresolved, seek free guidance from Hallå Konsument, then escalate to the Allmänna reklamationsnämnden (ARN) — Sweden’s free consumer dispute resolution board. ARN rulings are non-binding but are respected by the great majority of Swedish businesses. If legal action becomes necessary, Sweden’s district courts handle small claims cases.

What is pant, and do I have to participate?

Pant is Sweden’s deposit scheme for beverage containers. Most plastic bottles and aluminium cans carry a deposit of 1–2 SEK (as of 2025), refunded when the container is returned to a reverse vending machine at any supermarket. Participation is not a legal requirement, but it is strongly embedded as a social norm — and the refunds accumulate meaningfully over time.

Where can I buy alcohol in Sweden?

Any beverage with an alcohol content above 3.5% ABV is sold exclusively through Systembolaget, Sweden’s state-owned alcohol retail monopoly. Standard supermarkets and convenience stores may only sell low-alcohol beer (folköl, up to 3.5% ABV). Systembolaget stores close on Sundays and public holidays and operate restricted hours on Saturdays, so advance planning is essential — particularly around public holidays. Visit systembolaget.se for store locations and up-to-date opening hours.

How long does the legal right of withdrawal last for online purchases in Sweden?

Under Swedish law, which implements the EU Consumer Rights Directive, you are entitled to a 14-day right of withdrawal from the date you receive your goods for any online or distance purchase. You may return the item for any reason whatsoever and receive a full refund of the purchase price. The seller is required to process the refund within 14 days. For the most current rules and any applicable exceptions, consult the Konsumentverket website.