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Cookie consent in Swedish e-commerce, 2026

Only 142 of 1,758 shops asked properly.

We visited 1,758 Swedish e-commerce sites as a first-time visitor, recorded every cookie set before, during and after the banner, and checked whether refusing actually worked. 142 passed.

49.7%set non-essential cookies before the visitor chose anything
42.9%showed a banner with no way to refuse on the first layer
498 of 1,758showed no cookie banner at all
8.1%had valid consent: they asked first, and took no for an answer
CONSENT VERDICT

One in twelve passed. Half set tracking cookies before asking.

Each site got one verdict, and it names the first rule it broke. 142 had a lawful banner. 375 set nothing non-essential at all and needed no banner. The rest had a problem before the visitor was asked, or in the way they were asked.

Nothing wrong found: 517 of 1,758Valid, of 1,383 that needed consent: 142
Verdictof 1,758 sites
Non-essential cookies set before consent874 · 49.7%
Valid consent142 · 8.1%

109 of these had cookies before consent that we could not identify

No non-essential cookies, no consent needed375 · 21.3%

185 of these had cookies before consent that we could not identify

No reject option on the first layer307 · 17.5%
Reject offered, but weaker than accept49
Refusing did not stop non-essential cookies7
Could not be verified4
BEFORE THE VISITOR CHOSE

The page loads. The banner appears. The cookies are already there.

874sites had non-essential cookies set before any choice49.7% of 1,758
613had only cookies we could not identify34.9% of 1,758
271had nothing non-essential set at all15.4% of 1,758
267set non-essential cookies and showed no banner at all15.2% of 1,758
First layerof 1,758 sites
No refusal on the first layer755 · 42.9%
Refusing is as prominent as accepting331 · 18.8%
No banner found to compare570 · 32.4%
Refusing is offered, but weaker102 · 5.8%
After clicking refuse
A refusal control was found and clicked633 of 1,758
No non-essential cookies after refusing290 of 633
Refusing released new non-essential cookies31 of 633
REFUSING

Saying no is harder than saying yes.

On 42.9% of the sites we scanned there was a banner with no way to refuse on the first layer at all. Where a refusal control did exist we clicked it, on 633 sites: 290 of those were left with no non-essential cookies afterwards. On the rest, what had been set before the banner stayed put.

290/633

refusals that left the visitor with no non-essential cookies

CONSENT TOOL MARKET SHARE

Nearly six in ten run a known consent tool. One in eight built their own. Three in ten show nothing.

We recognised a consent platform on 1,028 of 1,758 sites. 232 showed a banner we could not attribute to any vendor, most of them built in-house. 498 showed no banner at all.

Recognised tool · 58.5%In-house · 13.2%None · 28.3%
Cookiebot269 · 15.3%
Shopify privacy banner154 · 8.8%
vanilla-cookieconsent113 · 6.4%
Abicart cookie banner93 · 5.3%
CookieYes80 · 4.6%
Cookie Information76 · 4.3%
OneTrust44 · 2.5%
Complianz30 · 1.7%
Other tools (23)169 · 9.6%
In-house banner232 · 13.2%
No banner found498 · 28.3%
Scorecard by consent tool

How each tool performed on the sites where we found it

Consent toolShareSites testedFully compliantCookies before consentReject failed
Cookiebot15%26915%61%63% of 266
Shopify privacy banner9%1548%31%30% of 23
vanilla-cookieconsent6%1132%32%0% of 2
Abicart cookie banner5%931%40%75% of 12
CookieYes5%8021%56%53% of 76
Cookie Information4%7629%41%48% of 58
OneTrust3%4420%25%25% of 44
Complianz2%307%77%89% of 27
Pandectes1%2227%41%38% of 13
Nyehandel cookie banner1%200%100%-
Usercentrics1%2015%55%55% of 20
Consentmo1%1822%50%43% of 7
CookieScript1%1338%15%0% of 6
Consentmanager1%933%22%40% of 5
CookieFirst1%90%78%78% of 9
Didomi1%911%33%33% of 9
cookieconsent (Insites)<1%70%100%100% of 1
Civic Cookie Control<1%60%17%-
Termly<1%560%0%0% of 5
Visma cookie banner<1%50%0%-
In-house banner13%2324%65%53% of 40
No banner found28%4980%49%33% of 3

Percentages are of the sites tested with each tool, not of all 1,758. Tools found on fewer than five sites are left out. The reject column is of the sites where a refusal control was actually found and clicked, which is why its denominator is smaller.

MOST COMMON COOKIES SET BEFORE CONSENT

Analytics leads, and Meta is never far behind.

_ga was already in the jar on 376 sites when the visitor arrived. Google's analytics and advertising cookies and Meta's pixel take the first four rows between them, and WooCommerce's own attribution cookies take the fifth.

CookieVendorSites
_gaanalyticsGoogle Analytics376
_fbpmarketingMeta348
_ga_*analyticsGoogle Analytics248
_gcl_aumarketingGoogle225
sbjs_*analyticsseven Sourcebuster cookies, set togetherWooCommerce201
_gidanalyticsGoogle Analytics153
__kla_idmarketingKlaviyo73
_gatanalyticsGoogle Analytics63
Also set before a choice: _ttp on 57 sites.
METHOD AND SCOPE

How we checked

01Sites were drawn from e-commerce listings on price-comparison services and kept only where the listing placed the shop in Sweden. Each site was visited once as a first-time visitor with an empty cookie jar, from a Swedish connection, because many consent tools show a banner only to visitors in the EU.
02Every cookie set before any interaction was recorded and classified by purpose and vendor. Cookies we could not identify are reported separately and never counted as non-essential, so an unrecognised cookie is an open question here and never a finding against a shop.
03The banner, if there was one, was identified and accepted. A second visit looked for a refusal control on the first layer, clicked it, and recorded what was left in the jar afterwards.
041,758 sites were scanned from 19 to 20 September 2026. Sites we could not reach at all are in none of these figures: a server that never answered has no consent behaviour to judge either way. Individual shops are not named, and neither are the listings they were drawn from. Percentages are of the 1,758 scanned sites unless a line says otherwise.

Would your shop have passed?

Katla runs the same check on your site: every cookie, before and after the banner, classified by the AI.

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