Switzerland 110917

Insights into the growth of Swiss eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Switzerland is home to 8.37 million people with a total GDP of 659.83 trillion USD and is ranked as the 40th richest country, according to the World Bank GDP per capita rankings. Switzerland’s GDP per capita is currently 79,348 USD and expected to reach 84,035 USD by 2021.

Digital User Insights

There are currently 5.08 million eCommerce users in Switzerland, with an additional 470,000 users expected to be shopping online by 2021. Four years from now, these 5.5 million eCommerce users will spend an average of 1,958.84 USD online.

Switzerland Online

Dividing internet usage into age groups gives a better picture of the Swiss eCommerce market – 95% of 16-24 year-olds, 91% of 25-34 year-olds and 86% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 84% and 77% daily penetration rate, respectively.

Switzerland Usage

Product Categories

Total Swiss eCommerce revenue across all product categories is 7.59 billion USD, and is expected to grow to 10.88 billion USD by 2021. Fashion is currently the leading product category in Switzerland, accounting for 2.54 billion USD market share, followed by Electronics & Media, which generates 2.08 billion USD in sales.

By 2021, Fashion will still be the most purchased online category, with an estimated value of 3.9 billion USD, and second favorite, Electronics & Media, will have an expected worth of 2.62 billion USD.

Switzerland Revenue


In 2016, Switzerland was ranked 11th in the World Bank Logistics ranking.

Preferred Online Payments

92.2% of Swiss shoppers like payment against invoice when shopping online, and 65.2% also pay with credit card.

Switzerland Payments

Where does Switzerland buy from?

Germany supplies Switzerland with 52.1 billion USD in imports – ranging from gold to cars. Switzerland’s other key import partners are the UK (32.5 billion USD), the US (20.4 billion USD), Italy (19.5 billion USD) and France (16.5 billion USD).

Switzerland Imports

Internet and Device Usage

Internet penetration in Switzerland is currently 86.5%, and should reach 88.3% by 2021. Smartphone penetration is a little less (72.8%), but is projected to grow to 84% in the next four years.

86% of online shoppers in Switzerland buy via desktop, a stark contrast to the amount of smartphone (5%) and tablet (7%) shoppers.

Switzerland Devices 1


In 2015, digital advertising spend in Switzerland was estimated to be 166 million USD. That same year, 1.5 billion USD was spent on Swiss television advertising.

Switzerland Ad Spend

Social Media

3.5 million people in Switzerland are active monthly social network users, thanks to WhatsApp, Messenger, Pinterest and Facebook, which are the leading social networks.

Switzerland Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.