Summary

The Switzerland E-Commerce market is one of the five European countries with the highest percentage of online purchases, according to International Trade Administration. In 2020, the online share of Swiss retail sales was 11.8% increasing from 8.3% mainly due to the COVID 19 pandemic. The Switzerland E-Commerce market is expected to grow at CAGR 14.6% during the forecast period (2022-2027).

Key Highlights
According to the International Trade Association, Switzerland invested CHF 11 billion on domestic online shops and CHF 2.1 billion on overseas online shops in 2020. Further, according to industry observers, e-commerce sales are predicted to grow in 2021. Further, according to the Swiss Mail Order Association, which brings together more than 320 online retailers that generate about 50% of Swiss B2C online sales, manufacturers and brands are investing significantly on their online format to increase sales and improve the customer experience.
The dependency on card payments has considerably increased for online purchases during the COVID-19 pandemic. According to the autumn 2020 survey undertaken by Swiss National Bank published in June 2021, the share for debit card payments for non-recurring transactions amounted to 33% in 2020. Cards are often the best solution for e-commerce purchases, as they do not have the adjustment issues of bank transfers. However, bank transfer continues to be the most popular mode of payment followed by card payments for e-commerce in the country.
Technology advances by many major players in the region is driving the e-commerce market. For instance, Swiss Post is advancing delivery technologies that will support the growth of e-commerce over the next few years. Swiss Post conducted delivery tests using self-driving robots. Delivery specialists such as Matternet and Swiss Post made drone deliveries between Swiss hospitals
However, the travel restrictions created by COVID-19 helped domestic online retailers continue their business in 2020 despite the shutdown of the offline retail shops. Switzerland has a strong tradition of retailing in physical stores, but the COVID-19 pandemic has compelled them to enter the e-commerce market.


Key Market Trends

Food and personal care holds high demand in the country


Switzerland is developing into a rising star in personal care industry. Healthcare providers focus on providing a healthy medical experience that combines the traditions of medical care with luxurious natural retreats, mountain resorts, and spas.
Personal care is expected to grow fastest during the forecast period. According to the Swiss Online Survey 2021 undertaken by ZHAW School of Management and Law, the online sales of cosmetics increased significanty for 51% of the respondents while 23% of the respondents indicated moderate growth. The survey further outlined that only 4% of the respodnents identified declining sales of cosmetics. Such strong growth in the cosmetic sector has strongly driven the growth of the studied market.
As consumers become more aware of the harmful effects of certain compounds, the demand for natural and organic products is increasing in this country. Many Swiss consumers choose one brand over another because of its natural formula. This has led to a surge in demand for safe and organic cosmetological products. In addition, the increasing trend of organic concept stores of organic cosmetics among consumers is expected to boost the growth of domestic natural and organic cosmetology products.
The country has witnessed an overall shift in food purchases with the interest growing in online supermarkets, online food retailers, online sales by food producers or farmers away from buying at supermarkets, markets, and convenience stores. According to the Swiss Online Survey 2021, the online food orders have significanty incrfeased with 56% of the respondents witnessing strong growth and around 24% of the respondents witnessing moderate growth. However, certain section in the B2B segment has witnessed decline in food sales which marginally off-set the strong demand.
The coronavirus pandemic has changed the buying behavior of the Swiss population. In particular, online grocery shopping has become more acceptable. The shift in the consumer behvaiour is attributed to the Swiss government's restriction at home orders during the COVID-19 pandemic, the growing disinterest in going out for shopping, changing working and leizure habits amongst the country's population and have positively influencded the growth of the E-Commerce market in the country.


E-Commerce growth during the COVID-19 pandemic


Swiss e-commerce has grown significantly during the COVID-19 crisis. The results of the Swiss Online Retailer Survey 2021 by the ZHAW School of Management and Law, based on a representative survey of 365 Swiss online shops indicate that online retail experienced a boom in the country, with 9 out of 10 of the online shops witnessing sales growth in 2020, and a third witnessing very strong growth of over 30%. Small and large online shops in the B2C and B2B sectors have benefited from this trend.
Swiss are increasingly turned to online shopping, because of a temporary closure or to avoid visiting physical stores. Changes in telecommuting and leisure activities have dramatically increased online demand for groceries, sporting goods and toys, as well as products such as DIY and gardening tools. Online orders for products from the electronics, computer and multimedia sectors have also skyrocketed.
The most commonly used payment methods in online stores are invoices and credit cards. Amongst 86% of the respndents of the Online Retailer Survey 2021, payment can be made using credit cards such as Mastercard, Visa, or American Express, and in 78% by invoice. TWINT, a Swiss mobile payment solution, has also become much more popular during the COVID-19 crisis and is currently available in every two online shops. Mobile payments has garnered significant traction and is expected to witness strong growth over the forecasted period.
Before the COVID-19 pandemic, some furniture stores and gardening centers introduced or expanded click-and-collect services in the country. This allowed customers to place orders online and drive to outlets to collect their purchases. Such practices are expected tof urther shape the E-commerce market in the country. Overall, COVID-19 has caused retail digitization, leading to a significant increase in online sales in the short term.


Competitive Landscape

The Switzerland E-Commerce market is highly competitive due to the strong presence of many players in the market. The market demand is also increasing with the growing adoption of online purchases and companies are also focusing on innovating new solutions.


May 2021 - Manor, a department store chain from Switzerland, has launched its online marketplace marking its entry into the country's E-Commerce market. The company aims to expand its product range with new and existing brands in categories such as fashion, beauty, home, and household with its primary focus on its highest selling products.
June 2021 - Zalando launched its connected retail program in Switzerland. Swiss retailers can connect their stores to the Zalando platform and sell their products online to millions of Zalando customers. Swiss Post will work with local retailers to help you handle parcel deliveries and returns seamlessly.


Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

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