2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




Sweden has one of the most supportive governments for the digital economy, but the small market size has been an impediment for the growth of global marketplaces.

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Marketplace Expansion Index Rank

Down 4 Spots from 2018 Index Rank of #15


  • Pro-sharing economy government
  • Exceptional technological readiness
  • Universal online payments system


  • Small addressable opportunity
  • Slower ecommerce growth (4 percent in 2017)
  • Many local marketplaces with first-mover advantage

Facts You Can't Forget


Ahead of the Curve. Sweden has a highly developed digital infrastructure and is accepting of new platforms.


The Kids Are Online. Swedes have the highest share of online customers aged 18-29 in the EU.


The Future of Payments is Here. Cash transactions make up barely 2 percent of the value of all payments made in Sweden, with many banks no longer keeping cash on hand.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"Sweden’s rapid intake of huge numbers of refugees and migrants, about 600,000 in total over the past five years, has produced some of the highest growth rates in Europe and will also help it address the challenges of an otherwise aging population."

"Stockholm, Gothenburg, Malmö, and Umeå are to become test cities in a new national sharing economy programme."

"Over the next five years, the fraction of payments involving cash could become zero, according to scientists at the Royal Institute of Technology in Stockholm."