RetailX：2023年瑞士电子商务报告 Switzerland Ecommerce country report

RXRCH23RP

RETA

RetailX

ASENDIA

BYLAPOSTE&SWISSPOST

Inpartnershipwith:

SwitzerlandEcommercecountryreport

2023

£499December2023

RXRCH23RP©2023

SWITZERLANDCOUNTRYREPORT2023|INTRODUCTION

Contents

Introduction

WelcometotheSwitzerland

CountryReport,whichanalysestheSwisseconomyfroman

ecommerceandmultichannelretailperspective.

There’snoescapingthefactthat

Switzerlandisabywordforwealth,affluenceandhighstandards.LikeitsiconictennisstarRogerFederer,

whoannouncedhisofficialretirementlastyear,

Switzerlandissousedtobeingatthetopofthegamethatanyslightstepdownfromthewinner’spodiumisdeemedalmostunacceptable.

Infact,Switzerlandcontinuestodoextremelywell.

Lastyearourreportanticipatedsizeableeconomic

knock-oneffectsfromtheconflictinUkraine.Andyet,SwitzerlandalsoseemedwellplacedtorideoutanyfluctuationscausedbyinstabilityinEasternEurope.Indeed,asBloombergreportedattheendofMay,

“theSwisseconomypickedupmomentuminthe

beginningoftheyearafterastagnantfinishof2022”.

However,2023hasseensomedisruptiontotheusualveneerofefficiencyandprogress.AstheSwissFederalCouncilreportedon15June,“Theexpertgroupon

businesscyclescontinuestoexpectsignificantlybelow-averagegrowthfortheSwisseconomy,witharateof1.1%in2023,followedby1.5%in2024.”

Furthermore,themostrecentassessmentfromtheOrganisationforEconomicCooperationand

Development(OECD)alsostrikesapessimisticnote,predictingthattheSwisseconomywillunderperformthisyearandnext,“largelyduetoinflationissuesandgeopoliticaltroubles”.

Mattershavebeenexacerbatedbyeventsin

IsraelsinceOctober2023.DespitehavingrecentlysidedwithUkrainebyimposingsanctionsagainstRussia,SwitzerlandhasreturnedtoitstraditionalneutralstanceregardingtheIsrael-Hamasconflict,claimingthatitis“committedtoajustandlastingpeacebetweenIsraelisandPalestiniansbasedonanegotiatedtwo-statesolution”.

Withfederalelectionsheldon22October,the

famousSwisssystemof‘directdemocracy’wasonceagainsetinmotion.Theresultsshowedconsiderablewinsfortheright-wingSwissPeople’sParty(SVP)andlossesforthetwoGreenparties.TheSVPalsowon

themostvotes,with29.4%ofthetotal.However,TheCentreParty,TheLiberalsandtheSocialDemocratsallfinishedwithmoreseatsthantheSVP.

Switzerlandremainsahighlyattractivecountryto

outsideobservers.TwoofitscitiesappearinthetoptenoftheEconomistIntelligenceUnit’s2023GlobalLiveabilityRanking–Zurichisinsixthplace,with

Genevajustoneplacebehindinseventh.

Asever,wewelcomeyourfeedbackandcomments.

IanJindal,CEO,RetailX

Countryprofile03Marketcontext05Partnerperspective:Asendia07Keyindices09TheSwissconsumer10Productcategories13SocialMedia14Subscriptions15Payments16Deliveries19Branding21Advertising22Inflation23Sustainability24Companyprofile:Migros25Figures26Conclusion27

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SWITZERLANDCOUNTRYREPORT2023|COUNTRYPROFILE

Countryprofile

Switzerlandisamaturedemocracy

wherethecitizens’wealthandprivilegeisbalancedbyaprogressiveoutlook

Switzerland

Area:41,290km2

Capital:Bern

Currency:SwissFranc(CHF)

OfficialLanguage:English

Foreignlanguagesspoken:German,French,Italian

Governmenttype:Federalrepublic

VAT:7.7%

Reducedrate:2.5%

switzerland:populationanalysispopulationstructure,byagegroup(mn)

10.omn

5.omn

0.omn

85

86

8.6

8.7

8.8

2.0

2.0

2.0

2.0

2.0

20182019202020212022

GenAlpha Genz

Millennials Genx

.BabyeoomerssilentGen

Agegroups(yearofbirth):silentGen(1922-1945),BabyBoomers(1946-1964),GenX(1965-1980),Millennials(1981-1996),GenZ(1997-2012),GenAlpha(2013-present)

source:Retaiix,drawingondatafromtheUNPopulationDivisioneoeRetaiix2023RXRCH23RP-SC-1-V4

populationgrowth

1.0%oooswitzerland

0.5%o-o-Europe

unounGlobal

0.0%

20182019202020212022

Retailx2023RXRCH23RP-SC-2-V3

source:Retailx,drawingondatafromtheUNPopulationDivision

GDPpercapita

€80.0k€60.0k€40.0k€20.0k

20182019202020212022

SwitzerlandEurope

Global

RXRCH23RP-SC-3-v4

Source:RetailX,drawingondatafromtheIMFandtheUNPopulationDivisioneoeRetailX2023

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SWITZERLANDCOUNTRYREPORT2023|COUNTRYPROFILE

Renownedforitsnaturalbeauty,Switzerland

isinvariablycharacterisedasalandofsoaring

mountains,crystallakesandlushgreenvalleys.It

isalsoregardedbysomehistoriansastheworld’s

oldestdemocracy,withtherootsofthemodernstatereachingbackasfarastheFederalCharterof1291.

Thisyearmarksthe21stanniversaryofSwitzerlandjoiningtheUnitedNations.TheUNitselfwas

foundedfivedecadesearlierin1945,butSwitzerlandhaslongbeenfamousforitsneutrality,andthiswasnotsomethingitscitizenswishedtodiscardlightly.AmemberoftheInternationalMonetaryFund

andtheWorldBanksincethe1990s,SwitzerlandhasneverjoinedtheEuropeanUnionorNATO,althoughitenjoysgoodrelationswithboth.TheEUisSwitzerland’slargesttradingpartner–andimpressivelySwitzerlandistheEU’sfourthlargesttradingpartner,aftertheUSA,theUKandChina.

SwitzerlandhassupportedNATO’sPartnershipfor

Peaceinitiativesince1996,butthe2022Russian

invasionofUkrainehascausedarevisionofattitudestobothneutralityandsecurity.Agovernmentpoll

revealedthat55%ofSwisscitizensnowsupportamovetowardsclosertieswithNATO.

Switzerland’smanyattributesincludetheworld’s

bestpostalserviceandoneoftheworld’slowest

crimerates.ItcurrentlyrankseleventhsafestcountryintheworldaccordingtotheGlobalPeaceIndex.AstheWashingtonPostarchlyobserved,“Switzerland’sroleasbankertotheworld’srichwasbuiltona

reputationforinstitutionaldiscretionanddull

reliability”.Scandalsorcalamitiessuchasthisyear’scollapseofCreditSuisseremainarareoccurrence.

Switzerland:InternetuseranalysisPercentageofinternetusers

100%50%

SwitzerlandEurope

Global

0%20182019202020212022

Source:RetailX,drawingondatafromEurostatandtheInternationalTelecommunicationUnionRetailX2023

(ITU)

RXRCH23RP-SC-4-v7

Percentageofinternetuserswhoshoponline

100%oSwitzerland

50%

Europe

uuuounGlobal

0%20182019202020212022

Source:RetailX,drawingondatafromStatistaeoeRetailX2023

RXRCH23RP-SC-5-v4

Ecommercerevenuegrowth(indexed)

250pp200pp150pp100pp

20182019202020212022

SwitzerlandEurope

Global

Index2018=100

Source:RetailX,drawingondatafromStatista

eoeRetailX2023RXRCH23RP-SC-6-v2

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SWITZERLANDCOUNTRYREPORT2023|MARKETCONTEXT

Marketcontext

Whileonlineshoppingisnowan

establishedfeatureofSwisslife,the

currentyearpresentssomechallenges

AsoneoftheEuropeancountrieswithareputationforvaluingitslong-establishedtraditions,Switzerlandcontinuestobalanceapreferenceforbricks-and-

mortarretailwithasubstantialbutstillrelativelynewappetiteforonlineecommerce.

AsofSeptember2023Switzerland’spopulationis

8.9mn,reflectinganincreaseofaround100,000everyyearsince2018.Non-permanentresidentstotalling104,000takethetotalnumbertojustover9mn.[1]

SwissGDPpercapitaremainsextremelyhigh,easilyoutstrippingthefigureforEuropeasawhole,and

leavingtheglobalaveragefarbehind.AccordingtoSwitzerland’sFederalCouncil,“Thestrengthofthe

Swisseconomyislargelyduetoitsinternational

outreachandstrongintertwiningwiththeeconomiesofothercountries”.[2]Switzerlandisalsoaglobal

financehub,withbanks,insurancecompaniesandpensionfundsgeneratingsubstantialrevenues.

Internetusage,whichwasjustunder90%in2020,issettoreach92%in2023–andisprojectedtocontinuerisinguntilitpasses96%by2028.

Puttingitingeneralterms,Switzerland’sFederal

OfficeforStatisticsreportedlastyear,“AlmosttheentireSwisspopulationhasaccesstotheinternet”.Itelaborated,“ThemajorityoftheSwisspopulation

12.9

11.7

other

Furniture Fashion

Electronics

Beauty,Health,personal&Householdcare

28

8.5

3.0

5.0

Annualrevenuefortheecommercemarket(bn),switzerland,2019-23

27

2.2

2.2

3.6

2·3

2.3

2.2

1.8

20192020202120222023

source:statistaDigitaiMarketInsightseoeRetailx2023RXRCH23RP-ST-4-V4

Annualchangeinrevenuefortheonlineecommercemarket(%),switzerland,2019-23

40.0

——Beauty,Health,personal&HouseholdcareElectronics

20.0

Fashion

Furniture

other

20192020202120222023

source:statistaDigitaiMarketInsightseoeRetailx2023RXRCH23RP-ST-7-V4

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SWITZERLANDCOUNTRYREPORT2023|MARKETCONTEXT

aged16to74havemadeatleastoneonline

purchaseinthelastthreemonths”.ThetotalnumberofecommercecustomersinSwitzerlandisnow

forecasttoreach6.4mnby2027.

ThelatestfiguresfromStatistashowthat

Switzerland’secommercemarketisexpectedto

reach€12.84bnin2023,withanaveragerevenueperuserof€1.98k.[3]Iftheestimatedannualgrowthrateof12.6%isaccurate,thiswouldresultinamarket

volumeof€20.39bnby2027.

TheCovid-19pandemicof2020ledtoamajor

upsurgeinonlineecommerce,withsomeonline

storesexperiencingenormousincreasesinsales.

However,asinothereconomiesaroundtheworld,theliftingoflockdownrestrictionshasinitiateda

returntopre-pandemiclevelsofsteadyyetrelativelyunspectacularecommercegrowth.

AccordingtoSwitzerland’sStateSecretariatfor

EconomicAffairs,theSwisseconomymadean

encouraginglyrobuststartto2023,butsubsequentlystagnatedinthesecondquarteroftheyear.[4]The

officialeconomicforecastforAutumn2023predictsthattheSwisseconomywillgrowsignificantlybelowaveragefortheremainderofthisyearandinto2024.

[1]

https://www.swissinfo.ch/eng/business/nine-million-in-switzerlandnot

-quite-yetsay-authorities/48831144

[2]

https://www.eda.admin.ch/countries/united-kingdom/en/home/

switzerland-and/export-promotion/swiss-economy.html[3]

/outlook/dmo/ecommerce/

switzerland?currency=EUR

[4]

https://www.seco.admin.ch/seco/en/home/wirtschaftslage

wirtschaftspolitik/Wirtschaftslage/bip-quartalsschaetzungen-.html

percentageofecommercee-shoppers(%),switzerland,2019-23

40

20

Beauty,Health,personal&HouseholdcareElectronics

Fashion

Furniture

other

20192020202120222023

source:statistaDigitaiMarketInsightseoeRetailx2023RXRCH23RP-ST-2-V6

Numberofecommerceusers(inmillions),Switzerland,2019-23

5.0

4.0

3.0

2.0

20192020202120222023

Beauty,Health,Personal&HouseholdCare

ElectronicsFashion

FurnitureOther

Source:StatistaDigitalMarketInsightseoeRetailX2023

RXRCH23RP-ST-8-v3

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SWITZERLANDCOUNTRYREPORT2023|PARTNERPERSPECTIVE

Expertinsight

Q&AwithThomasHaumueller,SeniorProductManager

atAsendia

WhatdoSwisscustomersnowexpectoftheretailersand

brandswhoselltothem?Andhowareretailersandbrands

adaptinginordertomeetthoseexpectations?Whatpractical

advicecanyouoffertonewandexistingtradersinthemarket?

Swisscustomersareknownforbeingsavvycross-

bordershoppers.AsimportregulationschangeandVATratesincrease,theyexpectretailersandbrandstoprovideaseamlessshippingexperiencebyclearlydetailingcustomsprocessesbeforetheybuy.Inordertomeettheseexpectations,retailersandbrands

areupdatingtheirsystemsasandwhenchanges

areannounced.TheyshouldalsobeprovidingSwisscustomerswithcomprehensivedocumentationto

accompanytheirshipments–includingtheirnewsix-digitcustomstariffnumber.

Withindustrialtariffsabolishedasof1January2024inSwitzerland,newandexistingtradersintheSwissmarketareadvisedtopassanysavingsbackto

customers.Swisscustomersshopcross-borderfora

widerproductselectionandbetterprices,sothismustbereflectedinwhatonlineretailersareofferingiftheywanttobuildcustomerloyalty.Investingincustomersupportandtailoringmarketingeffortstothelocal

audience,withthehelpoflogisticsexperts,willalsoallowbrandstoeffectivelynavigatetheSwissmarket.

Whatchallenges,bothexistingandnew,doyou

foreseeforecommerceandmultichannelretailersandbrandssellinginSwitzerlandintheyearahead?Howshouldretailersanddirect-sellingbrands

approachthem?

Intheyearahead,ecommerceandmultichannel

retailersandbrandsoperatinginSwitzerlandcan

expecttofacearangeofchallenges.Ongoing

regulatorychangeswilldemandvigilantcomplianceeffortsandcollaborationwithlegalexpertstokeepinformationuptodate.ChangesinVATratesalso

posepricingchallenges,whichretailersmustbesuretocommunicatetocustomersasandwhenneeded.

Thankstotheabolitionofindustrialtariffs,Switzerlandwillbecomeamoreattractive–andtherefore,morecompetitive–ecommercedestination.Tonavigate

thesechallengessuccessfully,retailersshouldpartnerwithlogisticsbrandswhocanfacilitateauser-friendlyinterface,therebyenhancingSwisscustomers’onlineshoppingexperience.

Whataretheopportunitiesthatthesebusinesses

shouldbemakingthemostof?Andhowcanboth

leadingandgrowingretailersbestseizeuponthese?

ThechangesinSwitzerland’simportregulationspresentsomegreatopportunitiesforecommercecompanies.Whiletheeliminationofcustomsdutieswilldrawin

morebrandsandincreasecompetition,itwillalso

meanthatSwisscustomerswhowerepreviously

unlikelytoshopcross-borderwillbemoreinterestedthaneverbefore.Onlineretailersnolongerneedto

worryaboutcustomsdutiesandimportdelaysscaringoffcustomers–andcaninsteadfocusonbuilding

customerloyaltywithintheSwissmarket.

Tomaximisethepositiveimpactsofthesechanges,

leadingbrandsshouldfocusonoptimisingthe

logisticalframeworkstheyalreadyhaveinplace,whilegrowingretailersshouldbuildonesthatcommunicatethenewproceduresclearlyandeffectively.

Sustainabilityshouldalsobeakeyconsideration

foronlineretailersastheyexpandorstrengthen

theirSwissoperations.Bydemonstratingasenseofenvironmentalresponsibility,brandswillappealto

green-mindedshoppersconcernedabouttheimpactsoftheirpurchases.

Asendiaisoneoftheworld’sleadersin

internationalecommerceandmail.Combiningtheexpertiseofitsfoundingcompanies,La

PosteandSwissPost,Asendiabringstogetherawealthofinternationalandlocalknow-how.

ASENDIA

BYLAPOSTE&SWISSPOST

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RXRCH23RP©2023

SWITZERLANDCOUNTRYREPORT2023|KEYINDICES

Measuring

success:howSwitzerland

performs

REGIONSANDCOUNTRIES

HAPPINESS

INDEX0

(UNHAPPY)

–HAPPINESS

INDEXFIRST,

10(HAPPY)

E-GOVERNMENT

DEVELOPMENT

INDEX

INTEGRATED

INDEXFORPOSTAL

DEVELOPMENT

(2IPD)

AVAILABILITY

AFFORDABILITY

RELEVANCE

READINESS

OVERALL

INTERNET

INCLUSIVE

INDEX

SWITZERLAND

7.24

23

1

14

40

27

25

10

TOTAL

10

193

172

120

120

120

120

120

KEY:TopquartileSecondquartileThirdquartileFourthquartile

Switzerlandcontinuestoperform

extremelywellinvariousinfrastructuremetricsrelevanttoecommerce

Relativelevelsofeconomicdevelopmentfor

differentcountriesareshowninanumberof

internationalindiceswhichwetrackaspartofRetailXresearch.Thisyear’ssummaryforSwitzerland

includesthelatestfiguresfortheHappinessIndex,compiledbytheWorldHappinessReport.[1]

Basedon135countries,theworldaveragefor

happinessin2022was5.53pointsoutofapossiblescoreoften.Switzerlandscores7.24,which,whilerelativelyhigh,onlyplacesitinthesecondquartile.Bycomparison,theUKscoreslowerat6.8.

TheE-GovernmentDevelopmentIndexofUnitedNationsmemberstatesmeasuresthe“willingnessandcapacityofnationaladministrationstouse

informationandcommunicationtechnologies

inordertodeliverpublicservices”.WeseethatSwitzerlandranksinthetopquartilehere,placed23rdoutof193countries.Bycomparison,theUKiscurrentlyineleventhplace.

Switzerlandgivesanevenmoreimpressive

performanceintheIntegratedIndexforPostal

Development(2IPD).CompiledbytheUniversal

PostalUnion,2IPDisacomparativeindicatorof

postaldevelopmentaroundtheworldwhichis

builtonfourpillars:Reliability,Reach,Relevance

andResilience.Outof172countries,Switzerlandisplacedatnumberone(withtheUKatnumbernine).

Switzerlandisahighly-creditabletenthoutofthe120countriesrankedworldwideonthelatest

InternetInclusiveIndex.TheUKiscurrentlyinfifthplace.ThisIndexiscalculatedbyTheEconomist

IntelligenceUnitandrankscountriesontheextenttowhichtheinternetisavailableandinclusive

throughfourdifferentmetrics.

Asanadvancedandtech-savvycountry,SwitzerlandisinthetopquartileforalltheInternetInclusivity

sub-indices,withtheexceptionofAffordability.

Lookinginturnateachofthefoursub-indices,the

Availabilitysub-indexmeasures“Qualityandbreadthofavailableinfrastructurerequiredforaccessand

levelsofinternetusage”.Switzerlandmeasures14thhere(whiletheUKis16th).

TheAffordabilitysub-indexmeasures“Costofaccessrelativetoincomeandthelevelofcompetitionintheinternetmarketplace”.Switzerlandranks40thhere,whereastheUKranksfirstinthisone.

TheRelevancesub-index,meanwhile,isconcernedwith“Existenceandextentoflocallanguagecontentandrelevantcontent”.Switzerlandranks27thhere,oneplaceaheadoftheUK.

Finally,theReadinesssub-indexmeasures“Capacitytoaccesstheinternet,includingskills,cultural

acceptance,andsupportingpolicy”.Switzerlandscores25thhere,whiletheUKisineighthplace.

[1]

/Switzerland/happiness

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SWITZERLANDCOUNTRYREPORT2023|THESWISSCONSUMER

ProfilingtheSwissconsumerin2023

Thepreferencesandhabitsof

Switzerland’sshopperscontinuetoevolveintheageofecommerce

WhileSwissconsumersareinarguablywealthy,withaGDPpercapitaof€93,500,theyarealsosomewhatdiscerning,with55%lookingoutforspecialoffers

whileshopping.Andtheyarepreparedtospendalotofmoney–andtoevencrossborders–inorderto

getahigh-qualityproductthatwilllastalongtime.

ExaminingtheagedistributionofSwitzerland’s

e-shopperswefindthatthe18-24agegroup

comprisesjust10%ofthetotal,withthe25-34

clustertotalling18%andthoseaged35-44makingup26%.The45-54agegroupisalsoat26%,whilethoseaged55-64amountto20%.

LookingattheIncomestatusofSwitzerland’s

e-shoppersweseethat,interestingly,thehigh

incomegroupisthelargest,with37%ofthetotal,

whilethelowincomegroupisthesmallestwith29%.Mediumincomeaccountsfortheremaining33%.

ATTITUDESTOWARDSONLINESHOPPING

TurningtotheissueofSwissconsumers’attitudes

towardsonlineshopping,39%ofrespondentsin2023saidthat‘WhenIplanamajorpurchase,Ialwaysdosomeresearchontheinternetfirst’,while35%said‘Reviewsontheinternetarealwaysveryhelpful’and26%agreed‘IwanttoseeanitembeforeIbuyit’.

©Shutterstock

35-44years

26%

18-24years

20%

55-64years10%

45-54years

Agedistributionofecommercee-shoppers,Switzerland,2023

26%

25-34years

18%

eoeRetailX2023RXRCH23RP-ST-5-v3

Source:StatistaDigitalMarketInsights

Incomestatussplitofecommercee-shoppers,Switzerland,2023

highincome37%

mediumincome33%

lowincome

29%

RetailX2023RXRCH23RP-ST-11-v3

Source:StatistaDigitalMarketInsights

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SWITZERLANDCOUNTRYREPORT2023|THESWISSCONSUMER

Whatthisalsotellsusisthat61%ofshoppersdon’tfeeltheneedtoundertakeinternetresearchbeforemakingamajorpurchase,andthat65%donotagreethatreviewsontheinternetarealwaysveryhelpful,while74%ofshoppersdonotnecessarilywantto

seeanitembeforetheybuyit.

Additionally,25%ofSwissshopperssurveyedagreewiththestatement‘Iusuallymanagehabitual/

recurrentordersdirectlyviamysmartphoneor

tablet’,with20%affirming‘Iusuallymakemajornewpurchasesdirectlyviamysmartphoneortablet’.

Finally,while19%stillstate‘Imisstheshopping

experiencewhenIshoponline’,thisindicatesthat

anoverwhelming81%donotmisstheexperienceofbricks-and-mortarretailwhentheyaremakinguseofonlineshoppingchannels.

CHANNELSFORPRODUCTINFORMATION

LookingatSwitzerland’smostfrequentedchannelsforproductinformation,wefindthat,unsurprisingly,themostpopularchannelissearchengines,which48%ofshopperssurveyedclaimtouse.Online

storesarecitedby35%,while29%gettheirproductinformationphysicallyinthestoreitself.Real-life

socialnetworksarestillplayingasignificantpart,

with27%indicatingthatfriendsandacquaintancesrepresentasourceofproductinformation,whichisslightlymorethancustomerreviews(26%).

Brandwebsitesandapps,meanwhile,areasourceofproductinformationforaquarterofSwissshoppers,with23%makinguseofvideowebsitesandapps,

while22%ofshoppersturntopricecomparison

websites,and20%aregettingsuchinformationfromsocialmediawebsitesandapps.

selectedattitudestowardsonlineshopping,switzerland,2023

whenIPlanamajorpurchase,alwaysdosomeresearchontheinternetfirst

customerreviewsontheinternetareveryhelpful

IWanttoseeanitembeforeIbuyit

IUsuallymanagehabituallrecurrentordersdirectlyviamysmartphoneortablet

usuallymakemajornewpurchasesdirectlyviamysmartphoneortablet

ImisstheshoppingexperiencewhenIShoponline

39%

35%

26%

25%

20%

19%

Basedon2,027individualsinswitzerland,Mar2023.Question:"whichofthesestatementsaboutonlineshoppingdoyou

agreewith?n

Retailx2023RXRCH23RP-7-V3

source:statistaGlobalconsumersurvey

Mostfrequentedchannelsforproductinformation,switzerland,2023

searchengines

onlinestores

Inthestore

Friendsandacquaintancescustomerreviews

Brandwebsitesandapps videowebsitesandappspricecomparisonwebsites

socialmediawebsitesandappsonlineforums

Magazinesandnewspapers

Questionandanswerwebsitesa