Two studies show what makes Swiss online shoppers tick
The majority of consumers prefer online stores that offer free returns, but only a quarter of the online retailers surveyed comply with this request. This and other results are revealed by the latest Swiss e-commerce sentiment barometer and the first Swiss online retailer survey 2018.
There are many good reasons to shop online - for example, the simplicity, speed and independence from opening hours, as well as home delivery. But do the offerings of online retailers match the needs of consumers? The Swiss E-Commerce Sentiment Barometer 2018 and the Swiss Online Retailer Survey 2018, conducted for the first time, provide information about supply and demand in online retailing.
Free shipping as a purchase criterion
For 80 percent of consumers, free shipping is an important criterion when buying online. Half of the store operators surveyed already comply with this customer request and offer free shipping. The situation is somewhat different for free returns: 77 percent of customers would like this service, but only a quarter of the online retailers surveyed offer it.
Popular marketplaces
Virtual marketplaces - i.e. platforms on which various retailers offer their products - are popular with consumers and are used accordingly: ricardo.ch (82 percent), Amazon (77 percent), Zalando (65 percent), Galaxus (63 percent) or eBay (54 percent). The online retailer survey reveals that only 38 percent of Swiss online retailers use virtual marketplaces to sell their products. Giving up margins and protecting their own online store are reasons not to sell on virtual marketplaces.
Invoice and credit card payment preferred
The two surveys also show which needs of the consumers surveyed are met: When it comes to payment, online shoppers prefer to use tried-and-tested methods such as invoice or credit card payment (77 and 73 percent respectively). On the merchant side, these are the most frequently offered payment options, with 81 and 76 percent respectively.
Omnichannel has arrived in Switzerland
Today, retailers need to be present on various sales channels, both online and offline. Most Swiss online retailers offer their customers a shopping experience via various channels, from ordering by e-mail to making a selection in the print catalog. One wish of the clientele has thus been fulfilled. And although 82 percent of those surveyed want to store around the clock, personal advice in the store is still important for half of consumers.
About the studies
Swiss online retailer survey 2018
The B2B study was conducted in collaboration with the Institute for Communication and Marketing IKM at Lucerne University of Applied Sciences and Arts, the University of Applied Sciences Northwestern Switzerland and Swiss Post. The aim of the study is to survey and analyze the views of online retailers and their assessment of digital commerce. A quantitative empirical study was chosen as the research approach. The online survey took place in mid-2018. Over 360 Swiss online retailers took part in the survey.
Swiss e-commerce sentiment barometer 2018
The B2C study was conducted in collaboration with the Institute for Digital Business at the HWZ University of Applied Sciences in Business Administration Zurich and Swiss Post. The aim of the study is to record and analyze the mood and behavior of customers in the Swiss e-commerce market. A quantitative empirical study was chosen as the research approach; the survey was conducted using an online questionnaire and took place in June 2018. After adjustment, the sample amounted to 12,508 participants.
The studies and further information can be here can be downloaded.
