Switzerland's population exists of 8.1 million people, of which 87% uses the internet. 4.4 million of these internet users shop online. These online shoppers or e-shoppers on average spend €2,858 per year. Of the Swiss population, 43% uses social media. The Swiss E-commerce sales reached €12.7bn in 2014, which means there has been a 16.1% ecommerce growth in 2014. The VAT-rate in Switzerland is 8%. 

Older people are a particularly active category when it comes to online shopping. 82% of Swiss people aged more than 65 shop online.

Social Media

45%of the population is already on social media. 12% of Swiss eshoppers have already ordered from a social network.

Major Shopping Categories

Total ecommerce revenue across all product categories is 9.3 billion USD, expected to reach 12.8 billion USD by 2020. Fashion is currently the leading product category, accounting for 3.1 billion USD market share. Electronics is the second product category, generating 2.6 billion USD.

By 2020, Fashion is to remain the leading product category. Valued at 4.6 billion USD, ahead of electronics which will almost reach 3 billion USD in 2020.

Major retail Holidays

It’s noted that an online Swiss shopper spends an annual average of 1,600 euro. The most popular product categories are clothes, thansport, books, tickets/reservations and holiday


8.4 million

Median Age:


Internet Use:

89.4% (21st)

Most Popular Social Network:

Facebook (3.7M users)