Swedish E-commerce AI Visibility Study
Black Week is one of the most critical sales periods of the year. We ran over 7,000 transactional prompts across 3 AI engines to see which brands and domains AI actually recommends.
+7,000
Transactional prompts+21,000
Swedish responses3
AI Engines7
Categories63
Sub CategoriesYouTube is the largest AI source in Sweden
Despite the models being trained on text, YouTube dominates as the primary source in five out of seven categories, including beauty, sports, fashion, and consumer electronics. This shows how AI in practice leans on creator content rather than journalism, reviews, or e-commerce data.
Reddit drives tech, fashion, and sports – but is filtered out in sensitive categories
Reddit and SweClockers are key information sources in tech, fashion, and sports. However, Reddit is almost completely absent in categories such as beauty and pharmacy, where the models instead prioritize journalistic or government-adjacent sources.
IKEA is Sweden's only AI superbrand
In the furniture and interior design category, IKEA is nearly nine times more visible than the second-highest ranked brand. No other company in the study shows similar dominance within its category, making IKEA unique in the Swedish AI landscape.
Beauty
| # | Brand | Visibility |
|---|---|---|
| 1 | Lumene | 20.7% |
| 2 | Maybelline | 16.7% |
| 3 | Clarins | 14.6% |
| 4 | L'Oréal Paris | 11.2% |
| 5 | Filorga | 10.3% |
| 6 | Lancôme | 10.0% |
| 7 | Nars | 8.9% |
| 8 | Estée Lauder | 8.7% |
| 9 | Dermalogica | 8.7% |
| 10 | NYX Professional Makeup | 8.3% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 93 | ||
| 3 | 58 | ||
| 4 | 49 | ||
| 5 | 33 | ||
| 6 | 32 | ||
| 7 | 29 | ||
| 8 | 27 | ||
| 9 | 26 | ||
| 10 | 25 |
ChatGPTSwedish lifestyle magazines dominate: Femina, Elle, and Metromode lead. Beauty retailers Makeup.se, Lyko, Nordicfeel, and Kicks complement with test and review sites.
GeminiCitations are sparse overall. Lyko and Metromode lead, followed by Apotea. Reddit appears minimally - far less dominant than in other categories.
PerplexityYouTube dominates massively for beauty tutorials. Lyko leads retailers, followed by Femina, Elle, and Kicks.
Home Electronics
Hemelektronik| # | Brand | Visibility |
|---|---|---|
| 1 | Samsung | 5.9% |
| 2 | Apple | 5.3% |
| 3 | Windows | 4.7% |
| 4 | HP | 3.5% |
| 5 | Fitbit | 2.7% |
| 6 | AMD | 2.4% |
| 7 | LG | 2.2% |
| 8 | Intel | 2.2% |
| 9 | 2.0% | |
| 10 | Moccamaster | 1.9% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 73 | ||
| 3 | 42 | ||
| 4 | 33 | ||
| 5 | 30 | ||
| 6 | 22 | ||
| 7 | 21 | ||
| 8 | 19 | ||
| 9 | 18 | ||
| 10 | 18 |
ChatGPTManufacturer sites lead: Dell and Lenovo. Swedish retailers Shop.Inrego and Inet follow. Support.Microsoft.com and PCförAlla provide guidance.
GeminiReddit dominates heavily for tech discussions. YouTube and manufacturer sites like Lenovo and Dell provide product details. Shop.Inrego for refurbished options.
PerplexityYouTube leads massively. SweClockers dominates Swedish tech forums. Manufacturer sites Lenovo and Dell follow, plus Billigteknik and HP.
Clothing & Shoes
Kläder & skor| # | Brand | Visibility |
|---|---|---|
| 1 | GORE-TEX | 5.3% |
| 2 | Didriksons | 3.3% |
| 3 | Tretorn | 2.8% |
| 4 | Nike | 2.8% |
| 5 | Skechers | 2.2% |
| 6 | Adidas | 1.8% |
| 7 | Birkenstock | 1.5% |
| 8 | Reima | 1.5% |
| 9 | Icebug | 1.4% |
| 10 | ECCO | 1.2% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 91 | ||
| 3 | 70 | ||
| 4 | 58 | ||
| 5 | 51 | ||
| 6 | 50 | ||
| 7 | 40 | ||
| 8 | 40 | ||
| 9 | 39 | ||
| 10 | 38 |
ChatGPTNike.com leads. Swedish retailers Care of Carl, Eurosko, and Skechers follow. Fashion media like Metromode and Femina provide style context.
GeminiReddit fashion communities dominate. Swedish retailers Scorett, Minfot, and Sportamore provide product details. Nike for brand authority.
PerplexityYouTube leads fashion content. Sportamore dominates Swedish retail, followed by Skechers, Jogg, Scorett, and Zalando.
Furniture & Home Decor
Möbler & heminredning| # | Brand | Visibility |
|---|---|---|
| 1 | IKEA | 8.6% |
| 2 | Philips Hue | 1.4% |
| 3 | JYSK | 1.2% |
| 4 | mio | 1.0% |
| 5 | Chilli | 0.8% |
| 6 | Global | 0.7% |
| 7 | Fiskars | 0.7% |
| 8 | Ilva | 0.6% |
| 9 | Conform | 0.5% |
| 10 | Victorinox | 0.5% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 79 | ||
| 3 | 62 | ||
| 4 | 41 | ||
| 5 | 39 | ||
| 6 | 36 | ||
| 7 | 28 | ||
| 8 | 27 | ||
| 9 | 27 | ||
| 10 | 26 |
ChatGPTIKEA dominates, followed by Soffguiden. Swedish retailers Husohem, Ilva, and Svenskahem provide additional options. Chilli and JYSK for budget alternatives.
GeminiReddit discussions lead for home advice. Furniture guides Soffguide and Soffguiden follow. Retailers Ilva, Mio, and Tibergs Möbler for products.
PerplexityIKEA dominates, followed by Soffguiden. YouTube for reviews. Mio, Sweef, Chilli, and Byggahus.se for Swedish home content.
Sports & Leisure
Sport & fritid| # | Brand | Visibility |
|---|---|---|
| 1 | Adidas | 3.5% |
| 2 | Nike | 2.8% |
| 3 | MIPS | 2.5% |
| 4 | Asics | 2.4% |
| 5 | HEAD | 1.7% |
| 6 | Shimano | 1.7% |
| 7 | Saucony | 1.4% |
| 8 | GORE-TEX | 1.3% |
| 9 | Abus | 1.2% |
| 10 | HOKA | 1.1% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 77 | ||
| 3 | 47 | ||
| 4 | 38 | ||
| 5 | 33 | ||
| 6 | 25 | ||
| 7 | 24 | ||
| 8 | 24 | ||
| 9 | 22 | ||
| 10 | 19 |
ChatGPTSpecialized running shops dominate: Löparshop, Runnersgear, and Runner's World. Stadium, Eventyrsport, and Nike provide broader coverage.
GeminiReddit leads for sports discussions. Running specialists Löplabbet, Sportamore, Jogg, Löparshop, and Runnersgear provide expertise.
PerplexitySwedish running specialists dominate: Sportamore, Jogg, Löparshop, Löplabbet, and Runnersgear. Runner's World and YouTube for reviews.
Nicotine
Nikotin| # | Brand | Visibility |
|---|---|---|
| 1 | Velo | 20.1% |
| 2 | XQS | 12.4% |
| 3 | General | 11.3% |
| 4 | LEWA | 10.7% |
| 5 | Onico | 10.6% |
| 6 | Vaporesso | 10.4% |
| 7 | ZYN | 10.2% |
| 8 | Knox | 9.4% |
| 9 | Ettan | 7.4% |
| 10 | Loop | 6.5% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 98 | ||
| 3 | 98 | ||
| 4 | 64 | ||
| 5 | 61 | ||
| 6 | 58 | ||
| 7 | 49 | ||
| 8 | 49 | ||
| 9 | 47 | ||
| 10 | 44 |
ChatGPTBertilssnus leads, followed by Minprilla. Snuset, Snussidan, Snusexpress, Snushandel, and Snusbolaget complete the retailer focus.
GeminiCitations are limited overall. Snusbolaget and Snuset lead. Minprilla, Nettotobak, Swedishmatch, and Reddit provide additional context.
PerplexitySnuset.se leads, followed by Snusbolaget. Nettotobak, Minprilla, Haypp, and Swedishmatch follow. Flashback forum for community discussions.
Pharmacy
Apotek| # | Brand | Visibility |
|---|---|---|
| 1 | Ibuprofen | 5.0% |
| 2 | Paracetamol | 4.8% |
| 3 | Alvedon | 3.1% |
| 4 | Naproxen | 2.8% |
| 5 | IPREN | 2.8% |
| 6 | NSAID | 2.7% |
| 7 | Strepsils | 1.6% |
| 8 | Panodil | 1.6% |
| 9 | Otrivin | 1.6% |
| 10 | Eucerin | 1.5% |
| # | Domain | Freq. | Idx |
|---|---|---|---|
| 1 | 100 | ||
| 2 | 91 | ||
| 3 | 89 | ||
| 4 | 85 | ||
| 5 | 82 | ||
| 6 | 78 | ||
| 7 | 75 | ||
| 8 | 68 | ||
| 9 | 67 | ||
| 10 | 66 |
ChatGPTSwedish health portals lead: 1177.se, Janusinfo, Meds, and Apotek Hjärtat. SVT for news coverage. Terveyskyla for Finnish health content.
GeminiOfficial health resources: 1177.se, Apoteket, and Janusinfo. Apotea and Fråga Apotekaren for pharmacy guidance. Reddit for community health discussions.
PerplexityFASS.se dominates as the primary drug reference. 1177.se, Läkemedelsvärlden, Janusinfo, and Läkemedelsboken follow. PubMed for medical research.
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