Online sales recorded solid growth in 2019, bucking the general stagnation trend in Swiss retail. They rose 8.4% to reach 10.3 billion francs, according to calculations by the market research institute GfK and the Swiss Distance Selling Association (ASVAD). For the current fiscal year, the coronavirus crisis can be a double-edged sword. –
Retail trade as a whole recorded negative average annual growth of -0.8% in the last decade. In 2019, sales reached 91.6 billion in Switzerland, an increase of 0.3% year on year.
In total, 8.3 billion online purchases were generated by Swiss e-shops and 2.0 billion by overseas sales sites. For the first time in many years, online sales from Swiss merchants grew faster than those from foreign websites. – – “Swiss online merchants are doing their job well,” said Patrick Kessler, director of ASVAD at the press conference. – – In the space of ten years, online sales have doubled, from 5.1 to 10.3 billion, progressing successively from year to year, specifies the joint press release of ASVAD and GfK. They represent 9.1% of Swiss retail trade. – – “Last year Digitec Galaxus passed the billion mark in revenue and this year it will probably be Zalando’s turn”, projected Mr. Kessler. As for the fears about Amazon and its potential increase in presence in Switzerland, they proved to be unfounded: “nothing happened”, said the expert. – – Food, wine and coffee capsules have passed the billion franc mark for the first time. These products generated online sales of 1.1 billion in 2019. However, the food sector is still far from e-commerce, with only 2.8% of purchases made online in this segment. On the other hand, online purchases represent 16.9% of the total in the non-food segment. – – “This is due to low margins in the food sector, which make it difficult to implement very expensive logistical structures that are essential for e-commerce,” explained Mr. Kessler. – – Electronics on the Rise – – In 2019, consumer electronics generated online revenue of 2.6 billion. Now, 36% of purchases in this category are made online. – – In apparel and footwear, online sales totaled 2.15 billion while in furniture and decor, they reached 0.75 billion. Books and media generated 0.3 billion. – – In 2019, small orders were placed for a total of 31 million packages, including 22 million from Asia. Constantly growing for years, these online purchases abroad saw a drop of 4.6% in 2019, while the value of purchases per package is trending upwards. – – “This is explained by the increase in tariffs for small packages”, explains Kessler. – – In addition, consumers seem to give more and more preference to the online channel. Half say they bought their electronics and furniture online in the second half of 2019. For toys, shoes or sporting goods, more than a third say they did. – – Regarding the 2020-2022 outlook, GfK and ASVAD expect continued growth of 8-10% per year. The effects of the coronavirus are difficult to estimate, but overall “uncertainty is a poison for online commerce,” Kessler explained. “However, we should expect a rebound effect once the crisis is over.” – – Also, online shopping for groceries is likely to grow faster as the coronavirus spreads. “Within the limit that the logistical capacities can support”, qualified Mr. Kessler. – – A finding confirmed by Migros: “online demand at Le Shop remains very high,” confirmed an AWP spokesperson. And this, while the situation in supermarkets has stabilized. For online orders, delivery times of approximately three days are required. Migros is, however, in the process of increasing its capabilities. – – The data is based on information from 250 companies. For the main e-commerce players that do not disclose numbers, estimates were made. Services, travel, software purchases and gambling are not included.
Did you find an error?Please inform us.
This article was automatically imported from our old content management system to our new website. It may have some formatting errors. Please report any bugs to firstname.lastname@example.org. We appreciate your understanding and cooperation.