Find sales agents or sales representatives in Sweden

For a lot of products working with a local sales agent or with a dedicated sales representative can be a good solution.

Especially if you have a customized product or service, or you want to work with a number of resellers in the country, an agent can be the one connecting these parties to your organization abroad.

Agents can be individuals, but I often recommend to work with established companies who already have a good network and where you are not dependent on just one person.

Set up your sales force in Sweden

With about 10.7 million people Sweden is not a very big economy in Europe, but the population is affluent and open to products from abroad. English is spoken widely as a second language.

Sweden is known for its high standard of living and well-developed welfare state. It has a diverse and competitive economy, heavily reliant on foreign trade. Major industries include telecommunications, automotive, and pharmaceuticals.

The majority of the population lives in urban areas, with Stockholm being the largest and capital city. Other notable cities include Gothenburg, Malmö, and Uppsala.

Sweden has a rich cultural heritage with a strong emphasis on equality and environmental sustainability. It’s known for its contributions to music, design, and literature. The country also has a significant immigrant population, contributing to its cultural diversity.

Agent, local office or distance selling?

An agent sells in your name for a commission and has limited room to negotiate. A local office gives you full control, but costs staff and facilities. Distance selling works when your product can be delivered and serviced from abroad.

Be careful with agent contracts. In many countries agents are well protected by law, and ending the relationship can mean compensating the income you take away. Agree territory, targets, commission and termination before you start.

Do you need help in Sweden?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding a sales agent in Sweden in three steps

Step 1

Describe the role

Decide what the agent does: generate leads only, or close deals and handle after-sales too. Set the territory, the type of customer and the commission.

Step 2

Find and screen

Prefer an established agency over a single individual. Check which brands they carry, whether those compete with you, and ask two of their clients for a reference.

Step 3

Contract and manage

Put targets, reporting, commission and termination in writing, and plan regular contact. An agent who hears nothing from you sells nothing for you.