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Swiss E-commerce Categories Show Electronics Dominance
The ECDB forecasts a 4.5% compound annual growth rate (CAGR) between 2024 and 2028. This market is expected to reach a value of US$17 billion by 2028.
The Swiss market’s anticipated 10.4% growth in 2024 aligns with the global growth estimate for the same year.
With 27.3% of Swiss e-commerce revenue, electronics is the most frequently occurring category in ECDB’s data, followed by:
- Fashion (23.7%)
- Hobby & Leisure (15.1%)
- Grocery (14.0%)
- Furniture & Homework (9.3%)
- Care Products (7.1%)
- DIY (3.5%)
Source: ecommercedb.com/ECDB
The report observes a minor shift toward Electronics and Grocery between 2020 and 2025, despite the fact that the overall category distribution has remained relatively stable.
Adoption and Top Retailers
Switzerland’s online retail penetration rate is currently 14% and is predicted to reach 15.8% by 2025, which is still lower than the global average and that of its neighbors, Austria and Germany.
Cart abandonment rates in 2023 are 8.4%, add-to-cart rates are 11.4%, and conversion rates are 3%, according to ECDB’s analysis of conversion funnel KPIs.
According to the paper, the top five Swiss online retailers in 2023 were:
- Digitec.ch (with an annual revenue of US$1.05 billion)
- Galaxus.ch (with US$1.02 billion)
- Zalando.ch (with US$0.82 billion)
- Brack.ch
- Apple.com
Source: ecommercedb.com/ECDB
The top three stores combined hold a 26.3% market share among the top 100 stores.
Swiss E-commerce Top Marketplaces
Amazon leads the Swiss e-commerce market in terms of marketplace performance, with a GMV of US$1.83 billion, according to the ECDB.
After Amazon, Digitec and Galaxus have GMVs of US$1.48 billion and US$1.44 billion, respectively.
The report points out that GMV (Gross Merchandise Value) includes both first- and third-party sales along with taxes, shipping costs, and other charges before taking into account deductions like discounts or returns.
