This bachelor study aims to investigate how colors are used on Sweden’s 100 biggest e-commerce websites and also to show if there is any visible connection between choice of color and line of business. Previous research regarding color psychology, e-commerce, marketing and information architecture was reviewed before creating an inspection protocol that helped to establish which significant color the website showed and which line of business each company belonged among. The results from this protocol were visualized into diagrams before being analyzed by and compared to the previous research found on the subject. The result showed that Swedish e-commerce sites had a clear pattern of using specific colors depending on their line of business and that these colors were most often used in both header and footer. Although it is clear that further and broader research are needed to be done in order to establish a more clear and fuller result in this yet relatively unexplored area of Swedish e-commerce, the result of this study shows which colors e-retailers in Sweden are using in the beginning of the third decade of the 21th century and how.