E-commerce influencer marketing works when creator content is built to drive action, not just reach: creators show the product in real use, the audience gets a clear way to buy, and the best content is reused in paid media and measured against sales. For Swedish online stores the opportunity is large – 71 percent of Swedish consumers shopped online in an average month, according to Svensk Handel – but so is the competition, which is why heading into 2027 the brands that win will be the ones that connect creators, ads and the checkout.

Why does influencer marketing suit e-commerce?

Because the step from inspiration to purchase is short online. A creator can show a product, answer the questions people actually have and link straight to the store – all in the same feed where the customer is already scrolling. In the U.S. Pacsun Youth Report, compiled with GlobalData, organic TikTok content was the single largest driver of new brand discovery among 11–24-year-olds.

Swedish e-commerce is also mature. Svensk Handel’s E-handelsindikatorn estimated online sales of private consumption at 166 billion kronor for the full year, up 4 percent, with growth coming from customers spending more – on average 2,315 kronor per consumer and month – rather than from more people shopping online. That makes it more important to win and keep existing online shoppers than to wait for new ones.

Which formats drive sales for online stores?

• Product demos and reviews – showing how the product works and what it solves.

• Unboxings and first impressions – especially strong for new launches.

• User-generated content (UGC) – authentic material from creators that the store can use on product pages and in ads.

• Discount codes and affiliate links – a simple way to drive and track purchases.

• Ambassadorships – a well-known face who builds trust over time.

• Paid amplification – the best-performing creator content run as ads from the creator’s or the brand’s account.

How do you measure influencer marketing in e-commerce?

Start with the goal: awareness, traffic or sales. For sales, use unique discount codes and tracked links per creator, follow conversion rate and order value in the store, and compare against a period without the campaign. Remember that many purchases happen later or on another device – look at total sales during and after the campaign, not just the codes.

What does it look like in practice?

Bagliora wanted authentic, sales-driving content through user-generated material. Collabri managed creator selection, production and an ambassador partnership with Carolina Gynning, including an exclusive event at Milles in Stockholm. The collaboration resulted in Bagliora’s strongest year yet in both sales and engagement.

For Dreame, Collabri has been running ongoing collaborations with creators in Sweden and Norway to build brand awareness and drive conversions, showing the wide product range in relatable, everyday ways. And for Protein.com, Collabri develops celebrity endorsements and creator collaborations with content optimised for both organic channels and paid media – turning the strongest partnerships into long-term brand ambassadors.

How do you choose creators for an online store?

• Match the audience to your customers – age, interests and where they live.

• Look for creators who can explain a product, not just show it.

• Combine a well-known face for trust with several creators for volume and testing.

• Agree on usage rights from the start, so the content can be used in ads and on product pages.

What rules apply in Sweden?

Under the Marketing Act, every sponsored post must be clearly labelled as advertising – also when the creator has received the product for free. Konsumentverket (the Swedish Consumer Agency) stresses that the company that hires the influencer has the main responsibility. Discount codes and affiliate links are also marketing and must be labelled.

What changes for e-commerce influencer marketing in 2027?

Expect tighter links between creator content, paid media and the store: more content made to be reused as ads, more measurement per creator and more long-term ambassadorships instead of one-off posts. When growth comes from existing customers spending more, trust and repeat purchases matter more than ever – and that is where well-known, trusted faces make a difference.

Key takeaways

• 71 percent of Swedish consumers shop online in an average month – competition for their attention is high.

• Creator content drives discovery; codes, tracked links and paid amplification turn it into sales.

• Bagliora, Dreame and Protein.com show how creators, ambassadors and paid media work together.

Frequently asked questions

Does influencer marketing work for small online stores?

Yes. Smaller stores can start with a few well-matched creators, test discount codes and UGC, and scale what works. A well-known ambassador can be added when the store is ready.

Should we pay per post or per sale?

Often a combination. A fixed fee secures quality and usage rights, while commission or bonuses tied to sales keep the focus on results. The right model depends on the creator and the goal.

Can we use creator content in our own ads?

Yes, if you agree on it. Usage rights for ads and product pages should be part of the agreement from the start, including how long and in which channels.

Running an online store and want creators and well-known faces to drive sales? Contact us at info@collabri.se. You can also browse our talents and client projects.

Read also

• Case: Bagliora’s Strongest Year – Ambassadorship With Carolina Gynning

• Social Commerce and Shoppable Creator Content: What Changes Toward 2027

• Fashion Influencer Marketing: What Works for Clothing Brands Heading Into 2027

• What Is Influencer Marketing? A Complete Guide for 2027

Sources

• Svensk Handel – E-handelsindikatorn, årsrapport 2025 (2026): https://via.tt.se/files/1718444/4251725/289860/sv

• Net Influencer – Gen Z Discovers Brands on TikTok, But Trusts Influencers Less Than Friends & Family, Report Finds (2026): https://www.netinfluencer.com/?p=53069

• Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

This article was written with the help of AI and reviewed by Collabri.