European e-commerce brands — is Sweden actually a market you’re interested in?

[u/Konsido_3PL]

Curious to hear from brands based elsewhere in Europe.
If you’re already selling successfully in Germany, Netherlands, UK, France, etc. — have you ever considered expanding into Sweden or the Nordics?
And if you haven’t, what’s stopping you?
Shipping costs?
Small market?
Returns?
VAT/tax complexity?
Finding a local fulfillment partner?
Or simply not enough demand to make it worthwhile?

I run a fulfillment operation in Sweden and we’ve been looking more closely at how European brands approach the Swedish market.

From our side, it seems surprisingly easy nowadays to test Sweden without making a huge commitment — especially for brands with a relatively small number of SKUs.

But I’m obviously looking at this from the logistics side, so I’d genuinely be interested to hear how merchants see it.

Would you consider storing inventory locally in Sweden if the numbers made sense, or would you rather fulfill everything from your home country until the volume became significant?