E-commerce continued to gain significant value share in 2021. While growth was not as high as in 2020, when value sales increased by more nearly third, there was very healthy double-digit value growth in 2021.
Domestic player Digitec Galaxus remained the leading player in e-commerce in 2021. Digitec is an e-commerce leader in IT, consumer electronics and telecommunication, while Galaxus offers a broad product range including household items, toys and sports equipment.
Companies are looking to reap the benefits on the investments they made in improving their online infrastructure in 2020 and are committed to expanding their digital footprint, not least because the margins on online sales tend to be substantially higher than those on traditional retail sales. Also, despite society opening up and consumers visiting brick-and-mortar outlets once again, e-commerce continues to grow as much more consumers now appreciate the convenience of online shopping, with apparel and footwear continuing to be the largest product area in terms of value sales.
The outlook for e-commerce is very healthy, with high constant value growth expected over the forecast period. Now that many people, including the older generation, have purchased online, they will much more open to doing more online purchases in the future.
Physical stores are being transformed and players are increasingly putting aside space and also investment to develop distribution centres and pick-up points. For example, solutions such as grocery click-and-collect are an increasing option.
Most sectors within e-commerce are expected to post strong growth over the forecast period, which is a clear sign that the number of consumers buying goods and services online will continue to rise in Switzerland, as will the average spend per online transaction. However, the most popular product will remain apparel and footwear.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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