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In Sweden, rising internet penetration is a key driver of the digital marketplace sector's growth. With one of the highest global rates of internet access, Sweden's tech-savvy population has embraced online shopping, leading to an increase in demand for digital platforms. This surge has provided new opportunities for businesses, particularly small enterprises, to reach a wider audience and foster innovation in the marketplace. However, concerns about cybersecurity and a lack of consumer trust remain significant barriers. Fears over privacy breaches and financial risks from cyberattacks contribute to reduced participation in online commerce, slowing the market’s potential expansion. Despite these challenges, Sweden’s growing digital landscape presents ample opportunities for businesses and consumers to engage in e-commerce.