What are Swiss customer requirements in e-commerce?

Swiss people love online shopping

If you have read our article on exporting to Switzerland, you will know that Switzerland is an excellent export destination.

For years, Switzerland has been considered one of the most attractive markets for international e-commerce: high purchasing power and very active online shopping behaviour – 75% shop online monthly or more frequently. At the same time, however, Switzerland is an independent trading environment with clear expectations in terms of transparency, service, shipping and payment methods.

In cross-border e-commerce in particular, it is often not the product alone that determines success, but the overall package of customer trust, checkout experience and logistics performance.

One particularly critical point is that Swiss customers often cancel orders if a shop either does not deliver to Switzerland or if costs are not visible until too late or are incomplete.

When exporting to another market, there are a few points to consider. You can find out more in our blog about localisation in cross-border online trade.

When international retailers underestimate Swiss requirements, typical pain points arise:

• Unclear expectations regarding delivery, customs clearance and returns.
• Purchase cancellations due to missing payment methods or hidden fees.
• Low conversion rates due to a lack of localisation (CHF, language, support).
• High coordination effort in operations because processes are not ‘CH-ready’.
• Difficult differentiation from local competitors.

In this article, we show you what Swiss customers really expect, how they differ from other customers and what specific recommendations for action international shops should derive from this.

How do Swiss shoppers differ from others?

Many international retailers assume that Switzerland, as a German-speaking country, automatically functions in a similar way to Germany or Austria. However, Swiss customers behave differently in several respects.

What is striking is that Swiss people are very open to foreign online shops and actively shop across borders. 19% of all Swiss online purchases are made from foreign suppliers.

This means that the market is fundamentally ready for international providers – but only if the offering meets the ‘Swiss standard’. Swiss customers are willing to buy – but not willing to compromise.

Another important difference concerns the motivation for online purchases: convenience is a high priority for Swiss customers – price is often not the only factor. 79% of respondents value flexibility and home delivery when shopping online, while only 33% cite low prices as a decisive factor.

Purchase criteria

When selling in Switzerland, it's not just about ‘being visible in the market’. Above all, you need to build trust – quickly, clearly and without surprises.

Quality beats ‘cheap’

Swiss shoppers have a keen understanding of quality. This applies not only to the products themselves, but also to:

• Product images and presentation
• Packaging
• Delivery quality and shipment condition
• Communication in the event of problems

74% of Swiss customers attach great importance to large, high-quality product images. Anyone who wants to be successful in the Swiss market must therefore present themselves as a premium provider – even if their prices are not premium.

The price is important too

Low prices work, but not at any price. Swiss consumers compare offers very carefully – and expect clear, transparent pricing. Many abandoned purchases are not because something is ‘too expensive’, but because it is unclear:

• What does shipping really cost?
• What import/customs/VAT costs are added?
• Why does the price change at checkout?

‘Hidden costs’ are cited as one of the most common reasons for abandoning an order, and it is clearly emphasised that all costs must be transparent before the order is completed.

Availability is a conversion driver

Swiss customers expect a wide range of products – partly because certain products are less readily available in Switzerland. An important selling point is that products are either cheaper than in Switzerland or not available in their own country.

In concrete terms, this means:

• Clearly communicating availability, including stock status.
• Suggest alternative products if something is sold out.
• Keep delivery promises realistic (and don't ‘sugarcoat’ them).

Payment preferences and currency

Checkout is one of the most important conversion levers – and at the same time one of the most common stumbling blocks in Switzerland.

Why? Because although Swiss people shop internationally, they don't want to ‘pay’ internationally. They expect simple payment handling and are not very tolerant if their preferred option is not available.

This figure is particularly relevant: 70% say they have cancelled an order when their preferred payment method was not offered.

Preferred payment method of Swiss people

Swiss people prefer to pay for online purchases with:

1. TWINT: 81% of those under 34 say TWINT is their preferred payment method. Among 35–54-year-olds, the figure is still 66%, and among 55–65-year-olds, it is still 53%.
2. Credit card: Across all age groups, around 70% cite credit cards as one of their preferred payment methods.
3. Invoice: Purchasing on account is also still very popular among Swiss consumers.

This is one of the biggest differences compared to many EU shops:

• In Germany, PayPal/direct debit/invoice often dominate the standard setup.
• In Switzerland, TWINT is a massive trust and convenience factor (especially for mobile payments).

CHF is not just ‘nice to have’

When a shop only displays prices in EUR, typical conversion barriers arise:

• Uncertainty about the final amount
• Mental additional calculation (exchange rate)
• Feeling of ‘risky foreign purchase’
• Higher abandonment rate at checkout

For Swiss people, CHF is therefore more than just a currency: it is a sign of trust.

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Delivery and returns expectations

Delivery and returns are not only ‘operationally important’ in Switzerland, but also a central part of the customer experience. One of the most frequently cited reasons for abandoning an order in the Swiss market is: ‘Online shop does not deliver to Switzerland’. This means that anyone targeting Switzerland as a market must not only make delivery possible somehow, but also actively play it as an advantage.

Shipping costs: Expectations regarding standards and thresholds

Free shipping is standard in many categories – at least for orders above a certain minimum value. At the same time, Swiss customers are sensitive when shipping fees appear ‘surprisingly expensive’ at checkout. 72% say that excessive delivery fees were the reason for abandoning their order.

Tracking & delivery notification are part of the expectation level

Swiss consumers want to know: where is my parcel? Tracking is not an additional service, but a must. Swiss consumers greatly appreciate being able to track their shipment and expect delivery to be announced, including the option to adjust to a preferred date.

Same-day delivery is not a must – reliability is

An advantage for international shops: Swiss customers are generally understanding that cross-border deliveries take longer. Same-day delivery is less important to Swiss people. Among those aged up to 34, 20% say it is an important delivery option, and this figure decreases among older age groups.

This means that Swiss customers understand that deliveries from abroad take longer. You don't have to deliver at ‘Amazon speed’ – but you still have to deliver reliably.

Returns: straightforward, predictable, ideally free of charge

Returns are a factor in building trust. Especially with international orders, the question is: ‘How complicated will it be if something doesn't fit?’

If this is not clear, people are less likely to buy – especially in fashion or consumer goods. In our returns guide, you will find everything you need to know about returns management.

Service and communication requirements

What many international shops underestimate: Swiss customers tend to prefer traditional forms of communication – and expect a high level of professionalism.

Swiss customers like to use traditional channels, including:

• Email
• Contact form
• Telephone
• FAQ

Social media, chat and chatbots are less popular, with less than 20% enjoying using them.

What Swiss customers expect from support

Swiss customers appreciate:

• Support hours that match Swiss business hours.
• German language support (French and Italian also, depending on the target group).
• Clear, complete answers.
• Very good FAQs as a self-service basis.

And particularly important: customer service must be customs-compliant in cross-border cases. This is because there are typical support cases that almost exclusively occur in cross-border situations, such as when customers are not prepared for delivery charges or when shipments are held up at customs.

Common mistakes made by international retailers

Many problems in Swiss e-commerce arise not because retailers are ‘bad’ – but because they treat Switzerland like an EU market.

Here are the most common mistakes that cost conversions:

1) No clear transparency on costs and fees

Swiss customers are very sensitive to surprises. Hidden costs are a top reason for abandoning a purchase.

• Mistake: ‘Shipping & fees are only visible at the end.’
• Correct: Explain the cost logic early on – ideally on the product page or at the latest in the shopping basket.

2) No suitable payment setup

If the preferred payment method is missing, the purchase is very often lost.

• Mistake: Only credit card + PayPal.
• Correct: TWINT + invoice + digital payment methods.

3) Shipping to Switzerland not actively advertised

It's not just the option that counts – it's visibility.

• Mistake: Switzerland can be selected as a country, but this is not prominently communicated.
• Correct: Make ‘Delivery to Switzerland’ visible as a USP in the header, at checkout and in the FAQ.

4) Poor expectation management for delivery & tracking

Swiss people are tolerant when it comes to delivery times, but not when it comes to a lack of transparency.

• Mistake: ‘Delivery 3–10 days’ without tracking information.
• Correct: Specific delivery windows + tracking + delivery notification.

5) Support is not ‘Switzerland-ready’

If customers have to pay fees or customs blocks the shipment, support must respond competently.

• Mistake: ‘Please contact the shipping provider.’
• Correct: Train support staff in cross-border processes, prepare clear standard responses.

Recommendations for international online retailers

Finally, here are the most important measures that international retailers can take to better tap into the Swiss market, thereby significantly increasing conversion and customer satisfaction.

1. Localise the Swiss checkout: CHF prices, relevant payment options.
2. Full cost transparency before purchase: display shipping costs early on, explain possible fees/customs duties in an understandable way, no ‘surprises at the doorstep’.
3. Clearly define delivery promises: realistic delivery times, offer tracking as standard, use delivery notifications and options as a service factor.
4. Use returns and service as a competitive advantage: clearly explain the returns process, offer support channels, expand FAQs and product information.
5. Make trust visible: high-quality product images, reviews, certificates and transparent communication.

Those who meet these expectations not only win customers, but also long-term loyalty and recommendations.

Sources

Swiss Post E-Commerce Trend Indicator 2025

IPC Cross-Border E-Commerce Shopper Survey 2025