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I live in Sweden and I really don’t get the hype for Amazon. Around here there are so many other web shops for electronics, books, clothes, etc, and many of them also offer free shipping. When I buy stuff from other countries I vastly prefer Ebay to Amazon.

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Yup, the Swedish ecom market is too sophisticated for there to be any low hanging fruit for Amazon to pick. There are actors like Apotea.se (pharmacy) that have very low prices with next day delivery for free. And their UI is second to none.

That's interesting, because Sweden is a pretty small market, so it could really make sense to see some regional marketplaces pop up in America and be pretty successful. FB marketplace is good for big items locally already.

While lots of places offer free shipping, it's harder to find sites that offer free next day shipping (or offer same-day shipping). And harder still to find a site where you can by a cooking pan and a computer motherboard in the same purchase as well as buy your weekly groceries and have them delivered later today. Amazon wins through convenience.

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