Amazon.se
Generalamazon.se
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇸🇪 Nordics · Last checked November 2026
Marketplaces in Sweden: where to sell in 2026, and what it takes
The marketplaces that matter in Sweden are Amazon.se, CDON and Fyndiq. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Packaging producer responsibility, WEEE and batteries) and customer service in Swedish. SAWA is live in Sweden. As Merchant of Record, we handle all of it in our name.
Sweden at a glance
Sweden: the short version
Sweden is the Nordic gateway: CDON and Elkjøp's Elgiganten also reach Denmark and Finland. A Swedish launch is a launch into three markets if the setup is done once.
SAWA is live in Sweden. That is the proof: we are already the legal seller there, with accounts in good standing, so you do not start from zero.
| Language | Swedish |
|---|---|
| Currency | Swedish krona (SEK) |
| Standard VAT rate | 25% |
| Lead marketplaces | Amazon.se, CDON |
| EPR | Packaging producer responsibility, WEEE and batteries |
| SAWA | Live: we sell here today |
The marketplaces
The marketplaces that matter in Sweden
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
CDON
Generalcdon.se
Nordic general marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Fyndiq
Generalfyndiq.se
Budget general marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Elgiganten
Electronicselgiganten.se
Electronics, Elkjøp group.
Good fit if your range is electronics, appliances or accessories.
Zalando
Fashionzalando.se
Fashion.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| Booztboozt.com | Fashion | Nordic fashion and beauty |
| Adlibrisadlibris.com | Books & media | Books and hobby |
| Bokusbokus.com | Books & media | Books |
| Apoteaapotea.se | Beauty & health | Health and beauty |
| Clas Ohlsonclasohlson.com | Home & DIY | Home and DIY |
| Traderatradera.com | Second-hand | Auctions and second-hand |
| Blocketblocket.se | Classifieds & auctions | Classifieds |
| PriceRunnerpricerunner.se | Price comparison | Price comparison |
Rules before revenue
VAT, EPR and compliance in Sweden
Selling abroad is simple, until the rules start. This is what applies in Sweden. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 25% standard rate
Holding stock in Sweden, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Sweden rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Sweden applies producer responsibility to packaging, electronics (WEEE) and batteries. Producers of packaging register with the Swedish EPA (Naturvårdsverket) and report through a producer responsibility scheme.
Language and labelling
Swedish-language listings, instructions and safety information, and the GPSR responsible-person details in Swedish.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Sweden expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Sweden?
By category
- General: Amazon.se, CDON and Fyndiq
- Electronics: Elgiganten
- Fashion: Zalando and Boozt
- Home & DIY: Clas Ohlson
- Beauty & health: Apotea
- Books & media: Adlibris and Bokus
- Second-hand: Tradera
By brand stage
A new brand in Sweden starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Sweden with SAWA
Want to sell in Sweden without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We are live in Sweden today.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Sweden: your questions
What is the biggest marketplace in Sweden?
Amazon.se, CDON lead for general merchandise in Sweden. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Sweden the language of the listing is Swedish.
Can I sell on Amazon.se from outside Sweden?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Sweden VAT number to sell to consumers there?
If you hold stock in Sweden, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Sweden rate of 25% applies. SAWA registers and remits in its own name.
What is EPR in Sweden?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Sweden applies producer responsibility to packaging, electronics (WEEE) and batteries. Producers of packaging register with the Swedish EPA (Naturvårdsverket) and report through a producer responsibility scheme.
How does SAWA sell in Sweden?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
Free brochure
Discover your payout and profit margin
Download the SAWA offer and see step by step what is left of your gross sales: your payout, your profit margin, what we take over and how the partnership works.
Get more info
Let's take your brand international.
Tell us briefly about your brand and range. We'll work out what MoR delivers for you and get back to you within one business day.
Prefer email? hello@wearesawa.com
Keurenplein 41, 1069 CD Amsterdam, The Netherlands