Introduction to e-Commerce in Switzerland

 

When thinking of Switzerland, people usually envision a wealthy country, home to beautiful mountains, delicious chocolate, and priceless watches. And quite rightly so: Switzerland is currently the seventh on the list of the world’s wealthiest nations, overtaking countries like the United States (9th), the Netherlands (10th), and the United Arab Emirates (12th).

 

| Switzerland is the seventh most wealthy country in the world

 

The list was compiled based on GDP per capita, a metric that divides the country’s GDP by the number of its inhabitants, thus demonstrating the individual wealth of consumers. The internet penetration rate of Switzerland stands at an impressive 99%.

 

With a socio-economic basis like this, it’s no wonder that e-Commerce in Switzerland is booming.

 

 

A picture of snowy Swiss mountaintops, a pine forest, and green fields

 

 

Swiss e-Commerce in numbers

Switzerland has roughly 9 million inhabitants and a GDP of $1 trillion (2025). The e-Commerce market is estimated to be $20.56 billion in 2026, with a projected growth to $37.99 billion by 2036. This projection indicates a 13.08% compound annual growth rate (CAGR).

 

B2C transactions account for 87.72% of all e-Commerce transactions, with fashion (23.74%) and groceries (23.05%) as the most often shopped product categories. However, thanks to the rapid adoption of digital solutions in Swiss companies, B2B e-Commerce is projected to reach a CAGR of 14.78% by 2031.

 

| Fashion and groceries are the most often online shopped product categories in Switzerland

 

In 2025, 59.62% of all e-Commerce transactions were conducted on smartphones. Zurich is the country’s main financial and trading hub, but transport is considered to be excellent throughout Switzerland. Only the most remote Alpine locations face challenges in that regard.

 

 

Trends in Swiss e-Commerce

Currently, the main trends in Swiss e-Commerce correspond to those experienced around the globe.

 

Mobile commerce is on the rise, propelled by the widespread adoption of smart devices and the increasing number of fast, secure, and convenient payment options.

 

Recommerce and sustainable commerce are also growing in acceptance, fueled by eco-conscious consumers’ desire to live more sustainably. Initiatives like selling second-hand luxury products, locally sourced goods, and striving to achieve zero waste are becoming mainstream in the country.

 

 

Further content on sustainable commerce

The evolution of sustainability in e-Commerce

 

How luxury brands can successfully implement sustainability

 

The rise of refurbished products in e-Commerce

 

 

Cross-border transactions are currently measured at 19% in Swiss e-Commerce. This can be explained by the relative strength of the Swiss currency (CHF) and the highly developed transport infrastructure.

 

In 2024, consumers spent around 15 million CHF (ca. 16.1 million euros) on cross-border purchases, mainly on European and Chinese marketplaces. Indeed, 52% of consumers have shopped at least once on an Asian marketplace.

 

Discover the 10 most popular cross-border retailers in Europe!

 

 

How Swiss consumers shop online

In Switzerland, a high purchasing power is paired with similarly high expectations of quality. Consumers are usually open to paying more for durable, quality products, especially in the case of organic and/or locally produced groceries, and where an environmentally conscious choice is available.

 

Corresponding to the trend of sustainability outlined above, Swiss consumers are increasingly willing to choose eco-conscious brands over others. Corporate social responsibility, the circular economy, and the slow fashion movement are also growing considerations for Swiss consumers before choosing a product.

 

In line with the country’s general culture, Swiss consumers expect clear and honest communication, excellent customer service, and punctual, precise delivery. As Switzerland is multilingual (French, German, Italian, and Romansch), consumers expect to find product information as well as marketing material in multiple languages.

 

Brand loyalty is high in the country, which means that if you happen to meet or even potentially exceed their expectations, you can count on the loyalty of your new Swiss customers.

 

 

Related topics

How Belgian consumers shop online

 

How South Korean consumers shop online

 

How Canadian consumers shop online

 

How French consumers shop online

 

How Italian consumers shop online

 

How Turkish consumers shop online

 

 

Popular marketplaces in Switzerland

As mentioned earlier, the most popular product categories are fashion and groceries, followed by beauty products, furniture, toys, and DIY accessories. But where do Swiss consumers most often shop online?

 

 

Digitec Galaxus

An overall marketplace offering a wide variety of products from fashion and accessories to IT, games, and home equipment, Digitec Galaxus is the most popular online marketplace in Switzerland.

 

 

Screenshot of galaxus.ch displaying product listings in the Drones and electronics category

 

 

Galaxus’ latest financial reports announced that the Zurich-based marketplace has increased its total sales value by 17% in 2025, amounting to 4.023 billion euros. The around 600 million euro increase was reached thanks to the roughly 500.000 new customers who joined the platform in 2025, bringing the total user number to 5 million.

 

 

Amazon.de

Coming in second behind domestic Galaxus, Amazon’s German platform Amazon.de is the most popular international marketplace in the country. 2.26% of all traffic on Amazon.de comes from Switzerland, making it the third most important source for the platform behind Germany (79.57%) and Austria (8.93%).

 

 

Zalando

German fashion marketplace Zalando is one of the most important platforms for Swiss consumers seeking fashion products. The company is responsible for around 10% of all apparel turnover in the country. Zalando, Amazon, and Galaxus together earn 27.9% of all Swiss e-Commerce revenue.

 

 

Ricardo

Another domestic marketplace, Ricardo serves both as a B2C and a C2C platform, allowing consumers to post classified listings. Sellers can offer products for auctions or instant buys. Given the nature of the platform, second-hand products are often sold here, elevating Ricardo’s image as an eco-conscious marketplace.

 

 

Online brand protection in Switzerland

Given the excellent opportunities Swiss e-Commerce provides for brands, it may make sense for you to enter the market. If you take the plunge, however, don’t forget to add the protection of your IP rights to your To-do list.

 

Registering your trademarks in Switzerland (as in all of your other markets) is the best legal basis of protection you can create for your invaluable IP rights.

 

Unfortunately, registering alone is not enough. You need to set up thorough online monitoring services to ensure that nobody infringes on your IP rights. For example, globaleyez’s marketplace monitoring service detects unauthorized product listings on 150+ marketplaces worldwide. Image monitoring, on the other hand, finds potentially infringing images, including product pictures and ads, anywhere online.

 

A test purchase collects invaluable information about the origins of the product (e.g., is it counterfeit, or grey market?), and the identity of the seller - information that can’t always be gleaned from an elusive product listing.

 

Finally, we enforce your rights and demand the removal of the infringing content from the internet.

 

 

Conclusion

Swiss e-Commerce is a promising market offering many advantages to brands that consider expanding to the country. While entering a new market is time-consuming, it’s important not to forget about the protection of your invaluable IP assets.

 

Don’t let fraudsters infringe on your IP rights and steal your revenue. Contact us and let us create the perfect online protection program for your brand!