Digital marketing for Swedish companies selling beyond the Swedish-speaking market
We work with Swedish companies that sell to buyers who read English: exporters, software and technology firms, industrial suppliers and specialist advisers. Sweden is a trust-led market where buyers check a company before they contact it and several colleagues usually agree before anyone signs.
[ The market ]
What to know about marketing in Sweden.
How do Swedish buyers check a company before they contact it?
Business buyers in Sweden commonly look a supplier up before first contact: the company registration held by Bolagsverket, credit and ownership information, the website, and often a colleague who has used them.
Do Swedish search habits favour English or Swedish?
Many Swedes read English comfortably, and technical and international queries are often typed in English.
What makes consumers in Sweden trust an online shop?
Familiar payment methods and clear terms carry a lot of weight.
How does a shared decision change what you publish?
Purchases in Swedish organisations often pass through several colleagues, and a plain consensus is valued over a hard close.
[ How we work with you ]
Working with companies in Sweden.
Remote and in English
TBG is a distributed team across Europe and Asia.
Working hours
Sweden shares Central European time, so calls fit comfortably into the Swedish morning or early afternoon, with written updates in between.
Written before spoken
You receive a written diagnosis before any contract, then written updates.
Access and approvals
An NDA comes first.
[ Where to start ]
What matters first in Sweden.
[ Questions ]
Good to know.
Will Swedish buyers trust a company without a Swedish website?
For international and technical buyers, often yes, provided the company details, proof and contact route are clear. For consumers and buyers who expect local terms, a Swedish site usually matters. We write English only, so Swedish copy would come from a native writer.
Do Swedish business buyers check company registration before contacting a supplier?
Many do. Registered details, ownership and credit information are easy to look up, and buyers use them. Make sure your legal name, organisation details and contact information are consistent and visible so what they find matches what you say.
Does a modest tone really perform better with Swedish buyers?
We cannot give you a measured uplift for your product. In our experience, plain and specific copy builds trust with Swedish readers and exaggerated claims tend to do the opposite. A small A/B test on your own pages is the honest way to find out.
