Often referred to as the “Nordic Davos”, Åre Business Forum brings together entrepreneurs, investors, policymakers, and business leaders to explore the future of growth, innovation, and investment in Sweden and beyond.
As a returning partner, Amazon in Sweden was proud to once again contribute to this important conversation. One topic in particular stood out to us: how we can unlock more of Sweden’s international growth potential, especially among small and medium-sized enterprises (SMEs) outside big cities. Because when rural businesses succeed, Sweden succeeds.
Despite the uncertainty of recent years, Swedish SMEs in rural areas are remarkably optimistic about the future, with 94% believing in their continued growth. But expanding internationally remains one of their biggest challenges. That’s why Amazon commissioned new research from Novus ahead of Åre Business Forum, to better understand the opportunities and barriers facing rural entrepreneurs.
For Amazon, this isn’t just about exports. It’s about enabling more Swedish ideas, products, and innovations to reach customers across the world, no matter where in Sweden they were born. Business growth should never be limited by geography.
Local ambition, global opportunity
Amazon’s Country Manager for Sweden, Gulfem Toygar, took to the main stage for a panel titled The outside-in and inside-out perspective on Sweden’s business opportunities and potential. She said: “Sweden has everything it takes to succeed globally. But sometimes, we underestimate our own potential, especially outside the major cities.”
Gulfem brought Amazon’s core ideas to life by connecting them with her own story as a leader and a previous entrepreneur. She spoke about the “flywheel effect” - the idea that when entrepreneurs are given the right tools, infrastructure, and access to international growth, momentum builds. Small wins turn into big ones, growth becomes sustainable, and exports becomes possible even from a small town.
Optimism meets real-world challenges
We also hosted a side event titled From Local to Global – How Can Rural Swedish SMEs Expand Internationally? It quickly became one of the forum’s most well-attended sessions, with a packed room of entrepreneurs, investors, and public officials.
We were joined by Stefan Krook, Founder of Kivra, the digital mailbox, Marita Ljung, County Governor of Jämtland, and Emma Strömfelt, CEO of Freedom Group. Together, we explored what’s really holding rural businesses back from growing internationally. The findings from the Novus study set the stage: 94% of Swedish SMEs in rural and intermediate areas are optimistic about the future but say they’re struggling with high export costs, complex regulations, and limited access to global customers.
Amazon’s role in the conversation was to lower the barriers to international growth by offering logistics, tools, and visibility and to help local businesses believe that “going global” is not only possible, but within reach.
Today, more than 250 rural Swedish businesses use Amazon to export, generating more than €60 million in exports last year. These are entrepreneurs turning local ambition into global opportunity - proof that geography is no longer a limit, but a launchpad.
A world in flux, and a call for resilience
Sweden’s Prime Minister, Ulf Kristersson, opened the forum with a powerful reminder: “The only thing we know for certain is that the world is uncertain.”
He spoke of the importance of openness to new partnerships, new trade agreements, and new global realities; of planning for multiple scenarios, and of building a stronger, more unified Europe.
This message echoed throughout the event: in times of uncertainty, resilience, innovation, and long-term thinking matter more than ever. And they’re qualities we see every day in the SMEs that sell on Amazon.
As we look ahead, one thing is clear, supporting SMEs isn’t just good for the economy, it’s essential to Sweden’s global relevance. But there’s still work to do. Many founders don’t fully understand the growth opportunities Amazon can offer, and that’s why we’ll continue to tell real stories, to share successes, and to listen carefully. When even the smallest business in the most remote corner of Sweden can reach the world, that’s when true growth happens.
