The world’s biggest online retailer has opened a Swedish store after years of preparation. Small Nordic retailers are bracing themselves for an uncertain future.
Following many years of speculation, the U.S. giant finally confirmed plans to open a Swedish language store earlier this year. Swedish customers could previously shop on Amazon via the U.K. or Germany, but often faced high delivery charges and a limited selection of products available with international delivery options. Now, Sweden’s population of more than 10 million will have a much easier time.
The new website at Amazon.se offers more than 150 million products across more than 40 categories. Products from Swedish businesses and thousands of European retailers will also be on sale.
Success is by no means guaranteed for Amazon, however. The company has to deal with a new language, a different currency, and a relatively small population spread over a large area with different buying habits.
Amazon spokesperson Alex Ootes is naturally is naturally confident about the future: “We will continue to work hard to earn the trust of Swedish customers by growing our product range, ensuring low prices, and providing a convenient and trusted shopping experience.”