Top Sporting Goods Websites in Sweden

Name: Top websites in Sweden (Sporting Goods)
Creator: Semrush
License: https://semi.toolspur.com/company/legal/terms-of-service/

Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.

Most Visited Sporting Goods Websites in Sweden, Updated May 2026

May 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

google.se

10.83M

46.54%5.04M

53.46%5.79M

↑11.2%

↓54.41%

Direct

xxl.se

2.09M

20.99%439.35K

79.01%1.65M

↑5.54%

↑6.73%

Direct

stadium.se

1.5M

23.35%349.55K

76.65%1.15M

↑6.69%

↑4.27%

Direct

lager157.com

909.16K

25.86%235.14K

74.14%674.03K

↓15.65%

↑40.5%

Direct

intersport.se

906.58K

23.12%209.61K

76.88%696.97K

↑22.57%

↓3.23%

Direct

stadiumoutlet.se

816.35K

16.03%130.86K

83.97%685.49K

↑4.17%

↓10.99%

Direct

adidas.se

563.98K

31.28%176.4K

68.72%387.58K

↑19.54%

↓4.39%

Direct

tradeinn.com

544.08K

27.35%148.81K

72.65%395.27K

↓0.09%

↑64.24%

Direct

happyride.se

529.73K

23.66%125.33K

76.34%404.4K

↓6.55%

↑28.04%

Direct

dormy.com

507.8K

33.28%168.99K

66.72%338.81K

↓22.46%

↑68.54%

Direct

mmsports.se

483.42K

19.06%92.14K

80.94%391.28K

↓13.97%

↑7.33%

Direct

gymgrossisten.com

481.13K

25.76%123.96K

74.24%357.17K

↓30.65%

↑5.85%

Direct

nike.com

469.89K

43.33%203.6K

56.67%266.3K

↑23.25%

↑4.52%

Direct

outnorth.com

447.46K

42.88%191.88K

57.12%255.59K

↓18.95%

↑12.51%

Direct

unisportstore.se

439.33K

33.15%145.64K

66.85%293.69K

↑79.94%

↓8.35%

Direct

loplabbet.se

363.61K

20%72.72K

80%290.88K

↑108.35%

↑20.48%

Search

naturkompaniet.se

308.84K

41.32%127.62K

58.68%181.22K

↓3.61%

↑3.23%

Search

billiga-arbetsklader.se

259.14K

15.45%40.04K

84.55%219.1K

↑102.97%

↑9.55%

Direct

cykelkraft.se

258.45K

54.4%140.59K

45.6%117.86K

↓35.53%

↑25.68%

Search

skechers.se

230.49K

13.11%30.23K

86.89%200.26K

↑169.8%

↑10.97%

Direct

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Key Insights on Top Sporting Goods Websites in Sweden on May 2026

As of May 2026, google.se leads Sporting Goods in Sweden with 10.83M monthly visits. Its audience skews mobile-first (46.54% desktop / 46.54% mobile), and traffic is up month over month 11.2% and down year over year -54.41%. xxl.se holds second with 2.09M visits and a mobile-leaning mix (20.99% desktop / 79.01% mobile), while stadium.se ranks third with 1.5M visits.

Across the leaders, wickedfamily.com is the most mobile-first (100% of visits), whereas sportson.se is the most desktop-reliant (75.76%). Momentum favors ammobilen.se in the latest month (20,669.83%), while varuste.net shows the steepest pullback.

Acquisition patterns also differ: google.se is driven primarily by search, google.se by direct, and google.se by referral; overall, 69 of the top 100 sites are direct-led, 30 are search-led, and 1 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.

Top Sporting Goods Websites in Sweden