Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | €30.2 billion | |
| E-commerce Penetration | 68.0% | of total retail |
| Cart Abandonment Rate | 74.5% | |
| Mobile Commerce Share | 54.0% | of e-commerce GMV |
| Average Order Value | €105.50 |
Overview
The Swiss e-commerce market is characterized by strong consumer purchasing power and a high adoption rate of online shopping. It represents a significant and growing segment of the retail sector.
Breakdown
- Top E-commerce Categories (2026): Electronics (€8.5B), Fashion (€7.5B), Home Goods (€4.8B), Toys & Hobbies (€3.0B), Beauty & Personal Care (€2.7B)
- Payment Mix (2026): Credit/Debit Cards 40%, TWINT 30%, Invoice 20%, Bank Transfers 10%
- Cross-Border E-commerce Share: 30%
Outlook
Switzerland's e-commerce GMV is expected to see continued growth, supported by a stable economy and increasing consumer trust in online platforms. Addressing cart abandonment and optimizing mobile checkout experiences will be key for sustained growth.
Sources: industry surveys, platform filings, and modeled estimates for 2026