WordPress on .se domains: 85% of detected (Source: WebPulse Common Crawl scan. 3,360 WordPress of 3,949 detected .se sites. ±1pp margin of error.)
The Data
The narrative: Nordic companies lead the world in modern web infrastructure. Spotify (Next.js), Klarna (Next.js), Wolt, Polestar — all modern. The reality across nearly 22,000 detected Nordic sites: 75-85% WordPress. Every Nordic country exceeds the global WordPress average of 73%.
Why the Gap Exists
Spotify and Klarna use .com domains, not .se. They're global companies that happen to be Swedish. The .se domain space is Swedish SMBs, local agencies, municipal sites — and they default to WordPress just like SMBs everywhere else. The celebrated Nordic tech sector is a thin modern layer on top of a WordPress-dominated base.
What This Changes
Our earlier analysis suggested Nordic companies run modern while the rest of Europe runs legacy. That's true for the funded tech layer — the Spotifys and Klarnas. But it's misleading about the Nordic web as a whole. The EU's internal digital divide isn't North vs South. It's funded tech vs everything else, in every country.
