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~ MS Direct ~

HOW TO ENSURE

GOOD CUSTOMER

EXPERIENCES IN

SWITZERLAND

Text: Peter Egger // Photos: MS Direct

Switzerland is a lucrative yet demanding market for international online retailers. With high
purchasing power, a growing e-commerce sector, and an engaged customer base, significant
opportunities arise. However, customs clearance processes, tax regulations, and country-
specific customer preferences present challenges. Those who navigate these successfully and
offer an outstanding delivery and returns experience can not only expand into Switzerland

effectively but also build long-term customer loyalty.

espite not being part of the EU, Switzerland • Popularity of Cross-Border Purchases
remains an attractive growth market for The Swiss are true cross-border champions. In 2024, foreign
Dinternational online retailers. The Swiss online sales amounted to 2.6 billion Swiss francs, accounting
e-commerce market reached a record volume of for over 17 percent of total online revenue. Compared to the
14,9 billion Swiss francs in 2024, from which previous year, the cross-border share grew by 18 per cent.
cross-border trade also benefits. EU online retailers The fact that a warehouse in Switzerland is not required to
planning to expand their markets should therefore be successful is demonstrated by shops like Bergfreunde,
keep the Alpine country in mind. Babymarkt, and FRAAS. Fashion giant Zalando is even
among the highest-grossing online retailers in Switzerland.
What Makes the Swiss Market Particularly
Attractive? According to a recent survey by Swiss Post and the Zurich
The Swiss market has proven lucrative for many online University of Applied Sciences in Business Administration,
retailers despite the customs border. This is largely due to Germany emerged as the most popular cross-border shopping
significantly higher purchasing power compared to other destination. Sixty-eight percent of respondents stated that
European countries, ranking second in Europe. Swiss they had shopped online there in the past year.
purchasing power is approximately three times the European
average. • Low VAT Rates
Another significant advantage for foreign online retailers
• A Strong Growth Market is Switzerland’s low value-added tax (VAT) rate of just 8.1
Online shopping is highly popular in Switzerland. According percent, compared to 19 percent in Germany, 20 percent in
to recent figures from Carpathia, around 83 percent of the Austria, and 21 percent in Spain. This substantial difference
country’s nine million inhabitants shop online. This high enables foreign retailers to achieve more attractive profit
e-shopper rate is also reflected in sales figures: According margins.
to figures from the Swiss Retail Association, Switzerland’s
e-commerce market volume reached 14.9 billion Swiss francs Lucrative but Complex
in 2024. This corresponds to growth of 3.5 per cent compared EU online retailers looking to expand to non-EU countries
to the previous year. like Switzerland face several challenges. Unlike in intra-EU

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