SJ
National rail booking and travel planning.
SJ at a glance
SJ is a travel website and one of the most visited sites in Sweden, currently ranked #10 in the country. It was founded in 1856 and is headquartered in Stockholm, Sweden. Today SJ is owned by SJ AB. Our estimates put its audience at ≈ 14 million visits per month. The business earns money mainly through booking commissions, direct ticket and room sales, ancillary services and insurance. Its closest rivals include flixbus.se, norwegian.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 13.2 million / month | +2% |
| Q2 | ≈ 13.6 million / month | +3% |
| Q3 | ≈ 14 million / month | +3% |
| Q4 | ≈ 14.8 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in Sweden, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Sweden86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.2 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Sweden
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| sj | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Sweden web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in Sweden
Company information
- Website
- sj.se
- Sector
- Travel
- Owner
- SJ AB
- Owner type
- State-owned company
- Founded
- 1856
- Headquarters
- Stockholm, Sweden
- Ownership
- SJ AB controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Swedish, English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- State-owned company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
SJ operates a travel booking platform focused on Sweden. National rail booking and travel planning. Revenue comes mainly from booking commissions, supported by the other lines listed below.
- Booking commissions
- Direct ticket and room sales
- Ancillary services and insurance
- Advertising and sponsored placements
International presence
- Primary market
- Sweden
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Sweden)
- #10 in this index
- Sector rank
- Leading travel site in Sweden
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| flixbus.se | ≈ 8.4 million / month | #11 class competitor | — |
| norwegian.com | ≈ 6.3 million / month | #12 class competitor | — |
What is SJ?
SJ (sj.se) is a travel booking platform serving users in Sweden. National rail booking and travel planning. It ranks #10 among the most visited websites in the country in this index, within the travel category.
Who owns SJ?
The site is operated by SJ AB. The company was established in 1856 and is headquartered in Stockholm, Sweden.
Traffic and audience
Traffic estimates place SJ at roughly 14 million visits per month, about 0.5 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How SJ makes money
Revenue comes primarily from booking commissions, alongside direct ticket and room sales, ancillary services and insurance, advertising and sponsored placements.
Competitors in Sweden
Its closest rivals include flixbus.se, norwegian.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1856
SJ is founded in Stockholm, Sweden.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #10 among the most visited websites in Sweden.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns SJ?
SJ is operated by SJ AB. State-owned company structure, based on public filings and press reporting.
Where is SJ headquartered?
SJ is headquartered in Stockholm, Sweden.
When was SJ founded?
SJ was founded in 1856.
What is SJ's revenue?
SJ does not publish standalone revenue; income comes from booking commissions, direct ticket and room sales, ancillary services and insurance, advertising and sponsored placements.
Who are SJ's competitors?
Main competitors in Sweden include flixbus.se, norwegian.com.
How does SJ make money?
Mainly booking commissions, direct ticket and room sales, ancillary services and insurance, advertising and sponsored placements.
Is SJ publicly traded?
SJ's ownership: State-owned company.
How many visitors does SJ get?
Third-party estimates place SJ at roughly 14 million visits per month, mostly from Sweden, with 71% mobile traffic.
Is SJ safe?
SJ is an established travel site founded in 1856 and ranked #10 in Sweden; use the official domain sj.se and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssj.se
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSweden and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos