Expandtalk has surveyed more than 300 of Sweden's largest companies from all Large Cap companies as well as several bloggers, forums and web shops to produce Sweden's largest websites measured in the largest number of visitors. Here is the list of Sweden's 100 largest sites and brands online. The measurements were made for the month of June 2020 and we have broken down the list into sectors such as e-commerce, newspapers & media, health, banks, insurance company and pharmacy.
An overall trend is that many sites have lost visibility on Google over the last 12 months. Part of the loss is due to Google changing its algorithms and showing a more varied search result.
We have not included the sites that have no direct connection to Sweden, for example Google, Facebook, Wikipedia, etc. Do you want access to some of the data material requested access here.
Ranking of sites
Ikea had 197,300,000 unique users during the holiday month of June 2020. The number of unique users interested in home furnishings has increased during the corona crisis in the spring and the company has changed some of its strategies and is investing more online. 54% of the users visit ikea.com directly without going through Google. The brand is considered the world's 7th largest in retail according to a survey from Brandz 2020.
IKEA gets 79.1% from its traffic through searches on the company's very strong brand. Every month, 78 million searches are made globally for the term IKEA with 588 unique combination words (often with place names), which has increased by 51%. On the term "IKEA", 83,100,000 searches were made in June, which is an increase of 49% over the past year.
A major advantage of the site over other sites from Sweden is that it is aimed at an international target group with visitors from primarily the USA, France, Germany, Great Britain, Spain, Canada and Sweden. In the US they compete organically against Wayfair.com and in France against Conforama.fr.
Just over 20% of the traffic to IKEA was not brand searches and in that area the development has been weak and they have lost visibility to competitors in the USA, France, Germany, Great Britain and Sweden in recent years.
Spotify is a commercial music streaming service that provides limited digital content from a number of record companies and artists. Their site has 123,300,000 unique users. The number of unique visitors has lost organic traffic during May as well as direct traffic.
24,900,000 searches are made every month on Google for the search term "Spotify", which is an increase of 22%. Spotify has historically been strong on SEO and 27% of their traffic comes from a search engine where they rank with playlists, artists, albums and songs.
The company's largest market by far is the United States, followed by the United Kingdom and Brazil. A very worrying trend is that Spotify has lost 66% from its visibility on Google in May in the US market and it is possible to see a similar pattern in other markets according to data from Sistrix. The loss is probably related to the fact that Google updated its algorithm in May but also that Google uses more featured snippets and richer search results where they compete with Youtube.
H&M has 74,200,000 unique users to its website and at Large Cap they thus have the most visited website. HM has increased its traffic over the past six months. On the search phrase "HM", 37,200,000 searches were made on Google in June and the trend for this search has been + 22% in the last 12 months. The brand is valued at 4,662 million dollars is considered the world's 6th strongest clothing brand in a survey by Brandz.com which was made in 2020.
The users come mainly from Germany, followed by the USA, Spain, Great Britain and France. The company greatly lost its visibility on Google probably in connection with the change of platform in January 2018 but has since increased its visibility and their visibility is today all time high. Visibility in Germany has increased sharply in the spring where it probably benefited from Google's May update of their algorithm. Visibility in the US market has also increased during the spring.
Every month, 24,900,000 searches are made for the concept of Zalando on Google, which has become one of the shoe lovers' favorites. The company is strong in SEO where they get 31% from their traffic and the development has been stable over the past year.
Since they have different country domains, the statistics would be misleading if we only had one domain. The company has succeeded very effectively if you look at different country domains.
Zalando.com has 2,200,000 unique users.
Zalando.de has 19,700,000 unique users.
Zalando.nl has 6300,000 unique users
Zalando.se has 3,400,000 unique users.
Zalando.be has 2,000,000 unique users.
With its 19,600,000 unique users, Expressen is Sweden's largest online newspaper. They get a lot of traffic in areas such as news but also health care, prescriptions and entertainment. They use several subdomains such as mittkok.expressen.se and kampanj.expressen.se. 96% of the visitors come from Sweden.
Direct traffic accounts for 63% of visitors and referrals (ie links from other sites) are their second most important channel with 28% of visitors, organic searches account for 15% and social media just over 3%. Expressen does not use Google Ads. On average, visitors to the site are 11 minutes and 5 seconds.
The magazine has visibility of more than 1 million keywords on Google. Since their peak in March 2019, they have lost 25% of their organic traffic. At the same time, you see that the magazine's information is scraped and displayed on Google's search results in featured snippets, top stories, reviews, photos, videos and FAQs.
Aftonbladet has 17,900,000 unique users and follows Expressen notch in the heel and they are strong in SEO. That is an average of 11,100,000 searches on Google for the term "Aftonbladet", which is more than their antagonist Expressen.
Their subdomains include Live, Weight Club, Blogs. The direct traffic stands for 65% while the organic one stands for 12.75% and they also use Google Ads. On average, visitors to the site are 10 minutes and 39 seconds.
They have visibility of 727,000 keywords. During the spring, Aftonbladet lost 27% in organic visibility from the top listing at the end of 2019. Just like Expressen, the content is scraped by Google and shown in the search results as featured snippets, top stories, FAQs, pictures and reviews.
7. The ICA Group
11,700,000 unique users. In total, 37% of visitors come from a search engine. The company has used a strategy to post recipes online, which drives a lot of traffic when users want recipes for pancakes, scones or chocolate balls. Their long-term visibility on Google has been a success story in search engine optimization. But for the first time, they have lost 16% of their visibility since their peak in May 2020.
8. Volvo Cars
Volvo cars is Sweden's 8th largest site with 10,900,000 unique visitors and they have increased sharply over the past year. Site traffic increased by 18% during July. 46% of the traffic of the users goes directly to the website while 39% of the traffic comes after a Google search. The majority of users come from the United States (23%) followed by the United Kingdom (10.8%), Germany (7.9%), Sweden (6,26%) and France (5,55%).
83% of their searches are brand searches.
Of their models, in the order XC90, XC60, V70, t40, xc40, v40 there are the most searches and all these model names have more than 1 million searches on Google per month. The trend over the past year is most positive for the CX40 (+ 50%), S60 (49%), CX90 (+ 49%) and V70 (48%).
Volvo has several other sites such as volvo.com with 193,400 unique visitors.
Klarna is Sweden's strongest star in recent years with payment solutions for the retail trade. The site has 10,200,000 unique users. There are 1,830,000 searches on Google every month on the Klarna brand and the trend for these searches in the last 12 months has been + 22%.
Klarna's credit terms and customer handling have been criticized by consumers and 40,500 searches are made on the term “Klarna contact”, which is an increase of 83%.
The statistics with users of klarna.com may have a margin of error because the company uses iframe.solutions, ie other companies connect to the site to use their services. Of their domains, app.klarna.com accounts for 8.9 million visitors in June.
10,200,000 unique users who use the service to obtain telephone numbers or more information about companies or individuals. It is also possible to download annual reports from companies, which is an appreciated service. The use of the service has increased slightly during the spring. 96% of the visitors come from Sweden followed by Germany 0.72% and Norway 0.61%.
Their top rating around their visibility on Google was in September 2019 and since then they have lost 49% of their visibility.
11. The block
9,500,000 unique users use the block's marketplace, which is investing heavily in the holiday trend during the summer. Blocket has broadened the content on the site and they have subdomains such as mobil.blocket.se, jobb.blocket.se and bostad.blocket.se.
They had their top rating for visibility in October 2018 and they have since lost 24% of their visibility. But the brand is strong and an average of 4,090,000 searches are made on Google every month for the term "block".
Our public service had 9,300,000 unique users in June. On average, visitors to the site are 15 minutes and 56 seconds. SVT.se has its top listing in visibility on Google in June 2018 and has since lost 33.9% of its visibility when people search on Google.
SVT also has SVT Play which ranks at position 23.
13. Vårdguiden 1177
9,300,000 unique users who want to learn more about their diseases. The site has increased the number of visitors sharply during June 2020.
The care guide gets 31% of its traffic from Google and is visible on 280,000 search terms. When users search for chickenpox, sore throat or hemorrhoids, the care guide ranks first. Every month, 823,000 searches are made on Google for the brand name "1177" and in the last 12 months there is an increase of 122%.
14. Clas Ohlson
8,900,000 unique users and they have received more visitors during the spring and have the highest visibility of the Swedish competitors in their niche. Clas Ohlson is investing in new areas that people are interested in in connection with the corona crisis, such as pleasure at home.
The site ranks on more than 148,000 keywords and 53% of the traffic comes from the brand searches and they have managed to get high visibility in new features like featured snippets, local searches, videos and reviews. They focus on the Nordic region, where 54% of the visitors come from Sweden, 30% from Norway and 14% from Finland. Clasohlson.com lost some organic visibility during September / October 2019, but during the spring it took back part of the loss. The company will face competition when Amazon enters the Swedish market.
8,600,000 unique users built by importing a database dictionary into the site and it is loved by crossword geeks. The site ranks on the island 240,000 keywords according to Sistrix and is created by David Stockelberg who is a specialist in Google advertising.
6,800,000 unique users and traffic has increased over the past 12 months. The company has become much stronger in the local search and now many Hemnet junkies search for the brand in combination with places where they want to live.
6,700,000 unique users overshadow the Hitta.se. They are also investing in their nautical chart "Eniro on the lake". Eniro greatly increased its traffic and visibility from Google at the end of 2019.
6,400,000 unique users who want to compare prices and find the best price. They use subdomains such as subscription.pricerunner.se, finans.pricerunner.se and resor.pricerunner.se. The company competes organically for price hunting but also with Amazon.
The electricity giant had 6,100,000 unique users in June. The visitors are on the site for an average of 8 minutes and 11 seconds. Almost half of the search traffic is not brand searches and they are visible on 140,000 keywords and also run Google Ads and Display advertising. They rank position 1 on Google on competitor-exposed words such as vacuum cleaner, microwave, gaming computer, dishwasher and washing machine. The company will face competition when Amazon enters the Swedish market.
20. Price hunt
PriceSpy has 5,900,000 unique users and they invest heavily, especially in price comparisons in the mobile area. The company has visibility of more than 388,000 keywords and they greatly increased their traffic at the end of 2019.
5,000,000 unique users visited the magazine in June 2020. They greatly increased the number of visitors at the end of 2019. On average, visitors to their site are 8 minutes and 15 seconds. Concepts that they have high visibility on are Sudoko, SvD stock exchange and wine. 81% of traffic is not trademark search.
22. Swedish Radio
4,900,000 unique users visit Sweden's national radio service. On average, visitors are on the site in 10 minutes and 29 seconds.
4,800,000 unique users means that Swedbank is Sweden's largest bank in terms of number of visitors. Organic search traffic accounts for 2.5 million traffic and in that area they are stronger than the other three major commercial banks and they increased sharply traffic from that channel at the end of 2019. Swedbank also invests relatively much in Google Ads where they advertise on concepts such as mortgage calculations and mortgages calculation.
4,800,000 unique users visit the magazine and they stay for an average of 12 minutes. One of their subdomains is korsord.dn.se. The organic search accounts for 10.8% of traffic while 67% goes directly to the site.
Jula.se has 4,7000,000 unique users. The company will face competition when Amazon enters the Swedish market.
26. SVT Play
4,600,000 unique users visit SVT's streaming service.
4,600,000 unique users are interested in cars and boat stuff. The product category car parts will face competition when Amazon enters the Swedish market.
4,400,000 unique users on Sweden's largest forum who even received their declaration of love with their own podcast "Flashback Forever" which is recommended.
4300000 unique users. The company will face competition when Amazon enters the Swedish market.
4,000,000 unique users who want to know the weather report.
4,000,000 unique users who want gadgets for the kitchen, bathroom and garden. The company will face competition when Amazon enters the Swedish market.
3900,000 unique users who want to know what the weather will be like.
33. The Swedish Tax Agency
3,900,000 unique users in June.
3,900,000 unique users in June who want to sell and buy retro clothes and other gadgets.
35. Swedish games
3,800,000 unique users.
The bookstore has 3,600,000 unique users and is expected to face competition from Amazon. The company is founded by Pär Svärdsson who also founded Apotea.
The dairy group has 3,500,000 unique users.
The online department store in the clothing trade that has 3,500,000 unique users.
3,300,000 unique users who want to know what's going on in the stock market and finances.
3,300,000 unique users.
3,300,000 unique users.
42. liquor store
3,300,000 unique users visited Systembolaget in June 2020.
International industrial group for home fix that has 3,200,000 unique users.
The grocery store has 3,200,000 unique users online. Coop invests heavily in AI development chat robots and sustainability.
When you want to know more about drugs and substances. The site has 3,100,000 unique users
The magazine has 3,000,000 unique users.
47. Kjell & Company
3,000,000 unique users who are interested in electrical gadgets and they have stores in Sweden and Norway. The company will face competition when Amazon enters the Swedish market.
The telephone operator has 2,900,000 unique users.
2,900,000 unique users.
2,900,000 unique users who want to fix and build more for their home.
51. Computer Sweden / IDG
The magazine has 2,800,000 unique users.
The online bank has 2,700,000 unique users.
International industrial group with 2,600,000 unique users.
The gaming company has 2,600,000 unique users who want to play.
2,400,000 unique users who want to read more about different companies.
The news site has 2,400,000 unique users.
The magazine has 2,400,000 unique users.
2,300,000 unique users.
The furniture retailer has 2,200,000 unique users.
2,100,000 unique users
2,000,000 unique users is Sweden's largest pharmacy online.
62. News 24
2000000 unique users.
2,000,000 unique users.
SJ has 1,900,000 unique users who want to go out and travel during the summer month.
The e-commerce site and home fix chain has 1,800,000 unique users who want to fix their home, bathroom, kitchen and garden and buy their products online. Bygghemma is a brand owned by BHG. The company will face competition when Amazon enters the Swedish market.
The e-commerce site has 1,800,000 unique users owned by Cdon.
1,800,000 unique users who want to buy sports gear. The company will face competition when Amazon enters the Swedish market.
The insurance company 1,800,000 unique users.
1700000 unique users.
70. Web halls
1,700,000 unique users who want to buy computer gadgets and software.
71. New technique
The magazine has 1,700,000 unique users who want to read the magazine which is aimed at engineers.
With 1,700,000 unique users, it is one of Sweden's largest blogs.
73. National Encyclopedin
1,700,000 unique users want more information.
1,600,000 unique visitors is the largest beauty site.
1,600,000 unique users.
1,600,000 unique users. An average of 823,000 searches are made each month on Google for the term "pharmacy", which is an increase of 81% over the past 12 months.
77. Apoteket Hjärtat
1,600,000 unique users.
Stockholm.se has 1,600,000 unique users.
SEB Bank had 1,500,000 unique users in May.
The site on the First North Index has 1,500,000 unique users who want to listen to an audiobook and the company has big expansion plans.
The clothing chain has 1,500,000 unique users.
Granngården has 1,500,000 unique users.
The plantation has 1,400,000 unique visitors
The telecom operator Tele2 has 1,400,000 unique users and competes with Telenor.
Telenor has 1,400,000 unique users.
Stockholm's local transport 1,400,000 unique users who want to travel by public transport.
87. Family life
1,400,000 unique users who visit the family forum.
88. Exchange car
1,400,000 unique users who want to change cars.
89. The Swedish Pensions Agency
1,400,000 unique users.
1,300,000 unique users who visit the Nordic major bank
The magazine has 1,300,000 unique users.
The e-merchant has 1,300,000 unique users who visit the web shop.
93. Kronans Apotek
1,300,000 unique users.
1,300,000 unique users. Searches for the term Mathem have increased by 122% in the last 12 months and an average of 110,000 searches are made for the term per month.
1,300,000 unique users.
1,300,000 unique users.
Kry has 1,200,000 unique users every month and more and more people want to use the service during corona times. The search term "kry" is used an average of 74 0000 times per month on Google, which is an increase of 397% in the last 12 months.
1,200,000 unique users.
1,200,000 unique users.
1,200,000 unique visitors. Is a German-owned company.
Finally, about the method
In cases where the companies have had two domains, for example .se and a .com domain, we have usually used the one that had the most users, but sometimes different domains are added together.
Since the compilation of Sweden's largest websites is based mainly on June figures, which is a holiday month, there may be system errors, so we will probably make new measurements at other times.
If you have a website with more than 1 million users per month and are not on the list, tell us - we will update it in future surveys.