Study: Swiss e-commerce on course for success

Online retail has become firmly established in the everyday lives of Swiss consumers: 75% of respondents shop online at least once a month. Products such as travel (66%), event tickets (65%) and books, music and films (57%) are particularly popular. Convenience plays a key role here: 79% appreciate the time flexibility and the option of having products delivered directly to their home.

Mobile shopping is a particularly growing trend, especially among the younger generations: 76% of under 34-year-olds regularly use their smartphone for online purchases. Comparison portals and search engines are the most important sources of entry into the purchasing process - 76% start their product search on search engines, while 36% access platforms such as Digitec Galaxus directly.

International trade has also gained in importance. 68% of respondents stated that they had shopped in German online stores in the last twelve months, followed by China (47%) and France (26%). The popularity of foreign providers shows that Swiss consumers not only shop locally, but also actively use the global market.

Challenges: Transparency, security and user-friendliness

Despite the highs, there are also stumbling blocks in Swiss e-commerce. Delivery to Switzerland is the biggest challenge for international retailers: 78% of customers abandon their purchase if delivery to Switzerland is not offered. Consumers' concerns about hidden costs are even more serious - 78% of respondents find the lack of price transparency problematic.

Security also plays a major role: 69% of consumers express concerns about the security of online stores. Trustworthy payment methods and certifications can help here. In addition, user-friendliness has a major influence on the shopping experience: 55% abandon their purchase due to poor usability. Simple navigation and a user-friendly ordering process are therefore crucial.

Delivery costs are another key factor: 70% of consumers abandon their purchase if they feel the delivery costs are too high. These challenges show that, in addition to an attractive product range, retailers must also pay attention to optimizing the entire shopping experience.

Trends and opportunities: marketplaces, sustainability and new payment methods

The study identifies several trends that are shaping Swiss e-commerce. Virtual marketplaces such as Digitec Galaxus and Zalando are particularly popular with younger consumers: 41% of under 34-year-olds use these platforms frequently. Digitec Galaxus also remains the market leader among older generations with 26%.

Sustainability is becoming increasingly important: 49% of consumers would like to bundle partial deliveries and 43% prefer climate-neutral shipping at no additional cost. Returns are another important topic, as 95% of respondents value a simple returns process. Retailers who offer an accommodating returns policy can increase customer satisfaction and thus customer loyalty.

A shift is emerging in the area of payment methods: TWINT is gaining popularity, particularly among those under 34 (81%), while usage among the over 65s is lower at 38%. Virtual marketplaces are also gaining in popularity - 78% of consumers have used them, which represents a significant increase compared to the previous year (56%).

Conclusion: The Swiss e-commerce market on the upswing

The study clearly shows that the Swiss e-commerce market is growing and developing steadily. Customer expectations in terms of convenience, transparency, sustainability and service are high. Retailers who meet these requirements have the opportunity to position themselves successfully against the competition. In particular, the relevance of international online stores and the growing importance of mobile payment methods and virtual marketplaces underline the dynamic development of Swiss online retail. To be successful in the long term, retailers should take the challenges seriously and optimize their offerings accordingly.