Marketplace Country Quadrant Switzerland

These are the 24 most important marketplaces for selling to Switzerland!

Last update: 13.10.2025

Switzerland remains one of Europe’s most distinctive e-commerce markets: small in population, strong in purchasing power, and shaped by its position outside the European Union. The new Marketplace Country Quadrant Switzerland reveals how cross-border giants, local champions, and a wave of Chinese platforms are redefining what online shopping looks like in the Alps.

The Market

Switzerland counts around 9 million inhabitants and remains among Europe’s wealthiest nations with an average annual household income of €52,000 – far above the EU average.
According to the latest ECDB data, Swiss e-commerce revenue reached €16.1 billion in 2024, up +1.1% year-over-year, with an online share of 16.3% of total retail.

The top 5 online stores are Galaxus, digitec.ch, Zalando, Brack.ch, and Apple, confirming the dominance of electronics and fashion in Swiss e-commerce.

 Marketplace Momentum

Switzerland’s marketplace ecosystem is unique in Europe:

  • It’s highly cross-border-driven, as many purchases flow through Amazon’s neighboring country portals (DE, FR, IT).
  • Local hero Galaxus dominates almost every category, with its sister platform Digitec leading in electronics.
  • Temu has shaken up the landscape with its massive entry into the Swiss market, jumping into Carpathia’s Top 50 online shops at rank 9 in 2024.
  • The local Ricardo marketplace, long known for C2C, now attracts more and more professional B2C sellers.

While marketplaces account for a large share of online retail, Switzerland’s non-EU status still creates logistical and VAT-related hurdles for many foreign sellers.

What’s changed?

The new 2025 Quadrant represents a major revision with several structural updates:

  • Temu joins the Generalists for the first time, reflecting its surge in traffic and sales across nearly all categories.
  • Ricardo re-enters the Quadrant – despite its C2C roots, it now plays a major B2C role, especially in general goods and electronics.
  • MediaMarkt, ZurRose, La Redoute and Vente-Unique have been removed as they are not yet operating as a marketplace in Switzerland (though MediaMarkt marketplace plans its launch in 2026).
  • Manor now appears in the DIY & Garden and Beauty & Care categories, highlighting its growing online assortment.
  • Several platforms (such as Globus, Home24 and Douglas) from the previous edition were removed due to decreased relevance

Overall, the 2025 update focuses more strongly on relevance and active marketplace functionality rather than brand familiarity.

The Top Marketplaces by Category

Generalist Marketplaces

  • Amazon (DE, FR, IT) – The global giant serves Swiss consumers via its neighboring country sites, maintaining high relevance despite shipping limitations.
  • Temu – A newcomer with explosive growth, Temu appeals to price-sensitive shoppers across all categories, especially fashion and gadgets.
  • Galaxus – The undisputed Swiss champion and largest marketplace overall, combining wide assortment, strong logistics, and trusted local service.
  • AliExpress – Popular among cross-border shoppers for low-cost imports, though shipping times and customs remain limiting factors.
  • Ricardo – Once purely C2C, Ricardo has evolved into a hybrid model with thousands of professional B2C sellers.
  • eBay – Still relevant for some categories (especially Home & Living and DIY & Garden), though overshadowed by local and Asian competitors.

Fashion

  • Zalando – The #1 fashion marketplace in Switzerland with €1.6 billion in sales; dominant across softlines and accessories.
  • Shein – Fast fashion leader among Gen Z, with strong traction and growing cross-category appeal.
  • BestSecret – Swiss shoppers’ insider favorite for discounted premium brands and private sales.

Electronics

  • Digitec – The go-to destination for electronics and hardware; unmatched in assortment and logistics.
  • Manor – A local hero generalist which has lost relevance in the last year but remains interesting for some categories.
  • Fnac – The French electronics specialist is relevant for the French-speaking part of Switzerland, too.

Home & Living

  • Conforama – Another French competitor which attracts Swiss customers
  • Etsy – A top choice for handmade, artisanal, and personalized goods, with a loyal Swiss community of creators and buyers.
  • eBay – The 3rd party marketplace remains relevant in some categories.

DIY & Garden

  • Digitec – Extends its electronics expertise to smart home and DIY tools.
  • eBay – DIY & Garden is one of eBay’s strongest categories in all of Europe, and that is true for Switzerland as well.
  • Manor – The traditional Swiss department store strengthening its marketplace model in DIY and home improvement.

Sports

  • Zalando – Dominant in softline sportswear, footwear, and lifestyle segments.
  • Decathlon – The European sports specialist doesn’t run a specific marketplace business in Switzerland, but exports from France and Germany.
  • Manor – Another interesting category for the dwindeling local hero.

Beauty & Care

  • Zalando – Expanding its beauty segment with a premium portfolio and strong brand curation.
  • Manor – Local omnichannel hero with deep brand trust in beauty and fragrances.
  • Shein – The Chinese platform is growing rapidly in beauty assortments.

Market Dynamics & Insights

The Swiss marketplace landscape is characterized by a mix of local dominance and international infiltration.

  • Galaxus and Digitec remain unmatched locally – their integration, logistics, and brand trust are unparalleled.
  • Amazon continues to serve Swiss consumers indirectly through its German, French, and Italian portals, which limits shipping efficiency but maintains strong relevance.
  • Chinese platforms (Temu, AliExpress, Shein) have rapidly captured consumer attention with price-driven offers, particularly in fashion and lifestyle categories.
  • DIY & Home remain underdeveloped marketplace segments, leaving room for expansion once logistics and customs barriers ease.

The entry barriers for foreign sellers (VAT registration, customs, import taxes) continue to protect local players but also slow marketplace innovation.

Explore More

Want to dive deeper into the evolving European marketplace map?
👉 Explore our Marketplace Country Quadrants for Germany, France, Italy, and beyond – and subscribe to the Marketplace Universe Weekly newsletter for continuous updates.

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