International shopping is booming despite increasing demand for sustainable shipping

Once again this year, Swiss Post is publishing the E-Commerce Sentiment Barometer in collaboration with the Institute for Digital Business at the HWZ University of Applied Sciences in Business Administration Zurich - an annual study that highlights current trends and developments in Swiss online retail from the consumer's perspective.

After a phase of decline since 2022, triggered by the end of the pandemic-related boom, the Swiss e-commerce market is growing again. Despite this positive development, the market situation remains tense for many retailers.

Increasing popularity of virtual marketplaces

A key trend in the current sentiment barometer is the increasing popularity of virtual marketplaces. 78% of respondents stated that they regularly shop on platforms such as Amazon, Digitec Galaxus or Ricardo. This is a significant increase compared to the previous year, when only 56% used these platforms. Digitec Galaxus and Zalando are the most popular online marketplaces, particularly among the under 34s, with 41% each.

International shopping and Twint are popular

International shopping, particularly from China, is also on the rise. Almost half of the Swiss respondents (47%) have already made purchases in Chinese online stores, compared to 37% in the previous year.

In terms of payment preferences, the study shows that Twint is the most popular payment method among those aged up to 34 with 81%, followed by credit card (72%) and invoice (70%).

Focus on logistics and sustainability

Logistics and sustainability continue to be key concerns for consumers. The ability to track and control shipments online and advance notification of receipt of the shipment are the most important delivery options across all age groups. In terms of sustainable delivery options, more than half of respondents would like to see partial deliveries bundled. For 72% of respondents, size-optimized shipping is important, for 68% the use of packaging made from recycled materials.

Returns management and consumer behavior

The study also shows that 68% of respondents often or always inquire about the return policy, with the most common reason for return (88%) being that the item does not meet expectations.

"The online market is on the move. We can also see this in the survey of recipients. The major platforms continue to gain relevance, with Amazon being an exception. The influence of Temu and Shein is also evident. 10% already state that they order on Temu, and the figure is as high as 15% among under 34-year-olds," says Philippe Mettler, Digital Commerce Consultant at Swiss Post.

Ralph Hutter, Head of Product Development & Research at the Institute for Digital Business at the HWZ, adds: "The behavior of Swiss consumers is paradoxical. Almost half of those surveyed have been tempted by low prices to make purchases on Chinese platforms, but at the same time, sustainable shipping options and packaging as well as sensible handling of returns are important aspects for the majority. Swiss e-commerce providers therefore face a threefold challenge: in order to remain competitive, they not only have to be attractive in terms of price, but also convince in the areas of sustainability and continue to offer very good customer service."

Source: www.fh-hwz.ch / www.post.ch