Brand page · Food Items · Sweden
Willys: 3.5M visits a month, 27 active Meta ads.
Willys — Willys is a Swedish grocery chain that offers affordable food and drink products, including a wide range of organic items, through both physical stores and online shopping. In September 2026 willys.se drew an estimated 3.5M visits, down 17% on the month before. It ranks #1 of 428 Food Items brands in Sweden and holds a 1.7 Trustpilot rating over 577 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 21 Oct 2026Trustpilot Oct 2026
About the store
Willys is a Swedish grocery chain that offers affordable food and drink products, including a wide range of organic items, through both physical stores and online shopping.
01 · Traffic
How much traffic Willys gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Willys drew an estimated 3.5M visits in September 2026, down 17% on the month before and down 19% over three months.
- Worldwide#5,205of 4.5M sites · Top 1%
- In Sweden#33of 27.3K sites · Top 1%
- Food Items, worldwide#114of 260,714 brands · Top 1%
- Food Items, Sweden#1of 428 brands · Top 1%
3.5M
estimated visits in September
1 mo ▼ −17.2%4 mo ▼ −18.6%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Willys.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Willys holds 1.7 out of 5 on Trustpilot over 577 reviews, 83 of them in the last twelve months: 16% of customers give five stars and 64% one star. That volume places Willys in the top 20 % of the 270,321 Trustpilot pages in the Gravity index.
Supermarket Grocery Delivery Service Discount Supermarket
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Willys sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read Willys's catalogue yet.
Data not available
Data not available
Share of the catalogue by product family.
The dominant category places Willys in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
- Data not available
- Upper price quartile
- Data not available
- Currency
- Data not available
04 · Ads
What Willys is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Willys runs Meta ads on Facebook, Instagram, and has advertised on Google since November 2025 (image, text, video).
Hugo ser till att fler kan äta mer frukt och grönt, som svenska äpplen till exempel. 🍏🍎 Ett jobb som gör gott, helt enkelt! 👌Willys5 Oct 2026video
Lorin ser till så att fler kan köpa ost, chark, oliver och annat gott. 🧀🫒 Ett jobb som gör gott helt enkelt! 👌Willys5 Oct 2026video
E-handla och hämta hos oss på Willys Kiruna👍Willys5 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026WILLY:S ABverified
Text ad20 Oct 2026WILLY:S ABverified
Text ad19 Oct 2026WILLY:S ABverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Willys.
The creators who tag @willyssverige on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @willyssverige on Instagram, led by Henning Kvick (165K followers, 2.8% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| HHenning Kvick@kvicken71 · 🇸🇪 SE | Food cooking nutrition Creator | 165K | 2.8% | 2 | Tagged @willyssverige |
06 · Competitors according to Gravity
Who Willys competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Willys among Food Items brands in Sweden. The closest is Woolworths New Zealand, then hemkop.se, Woolworths New Zealand, Voilà, ocado.com, picnic.app.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Woolworths New Zealandcountdown.co.nz | |||||||
| hemkop.sehemkop.se | |||||||
| Woolworths New Zealandwoolworths.co.nz | |||||||
| Voilàvoila.ca | |||||||
| ocado.comocado.com | |||||||
| picnic.apppicnic.app |
07 · Company
The company behind Willys.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Willys is a company based in Sweden, founded in 1986 according to LinkedIn. It employs about 4,418 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇸🇪 Sweden
- Founded
- 1986, per LinkedIn
- Domain registered
- Data not available
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 4,418 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- willys.se
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Willys
What people ask Google about Willys.
8 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Willys legit?
According to Gravity by Benchr, Willys is a brand based in Sweden: it employs 4,418 people on LinkedIn, it has 80,672 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, September 2026.
What do customers say about Willys?
Customers rate Willys 1.7 out of 5 on Trustpilot over 577 reviews, 83 of them in the last twelve months: 16% give five stars, 64% one star. Gravity by Benchr places that review volume in the top 20 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Willys sell?
Willys is a Swedish grocery chain that offers affordable food and drink products, including a wide range of organic items, through both physical stores and online shopping. Gravity by Benchr classifies it under Food Items. Source: Gravity by Benchr product classification.
Does Willys have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Willys advertises on Facebook and Instagram and on Google, where its offers often run. Check willys.se for current promotions. Source: Gravity by Benchr ad records, October 2026.
Who owns Willys?
Gravity by Benchr records a company based in Sweden, founded in 1986 according to LinkedIn, with 4,418 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records.
Is Willys doing well?
Not at the moment. Gravity by Benchr estimates about 3,494,000 visits to willys.se in September 2026, down 17% in a month and down 19% over three months. Willys ranks #1 of 428 Food Items brands in Sweden in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
What is Willys' ad budget?
Gravity by Benchr does not publish a spend figure for Willys on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Food Items brands in Sweden?
Among Food Items brands in Sweden in the Gravity by Benchr index, Willys ranks #1 of 428 by estimated traffic. Its closest competitors on the same market are Woolworths New Zealand, hemkop.se, Woolworths New Zealand, Voilà, ocado.com. Source: Gravity by Benchr competitor analysis, same category, same market, similar size.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Willys.