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JENS BERGERMANN

With a digitally savvy population and strong purchasing power, Switzerland offers you as a retailer exceptional opportunities. However, if you want to sell successfully online in Switzerland, you need more than just good products. You should know where your products will shine the most.

Which is the best sales platform in Switzerland? For most retailers, the answer is clear: Galaxus is the best sales platform in Switzerland. As the leading marketplace, Galaxus combines considerable reach, the trust of Swiss consumers, and a professional infrastructure that reliably withstands high traffic – even on Black Friday. However, alternatives like Manor or smaller niche platforms can also be attractive options depending on the target group and offering.

In this article, you'll learn which criteria really count when choosing a sales platform, what distinguishes a good platform, and how you can ultimately find one that perfectly fits your goals.

In recent years, the Swiss e-commerce market has developed into one of the most stable growth markets in Europe. In 2025, online retail reached a total volume of around 15.8 billion Swiss francs—an increase of six percent compared to the previous year. In a long-term comparison, the market volume has grown from 7.8 billion francs in 2015 to its current level, which corresponds to a doubling within ten years. Particularly noteworthy: marketplaces are continuously gaining importance within this overall market. Of the 30 highest-revenue B2C online platforms in Switzerland, 13 are already structured as marketplaces, and the trend is rising. Further growth is expected in the coming years—forecasts predict an annual increase of around five percent for 2026, with significantly higher potential in the medium to long term.

What Defines a Good Sales Platform in Switzerland?

A successful sales platform in Switzerland stands out due to several key criteria that are crucial for you as a retailer to remain competitive and fully exploit your sales potential:

• User-friendliness: An intuitive platform that is easy to use for both retailers and buyers reduces technical hurdles and ensures a positive user experience.

• Reach: A large customer base increases product visibility and gives retailers the opportunity to quickly reach a broad market.

• Fee structure: Transparent and fair fee models are crucial so that retailers can calculate how profitable selling on a platform is.

Furthermore, Switzerland offers you special market opportunities and challenges: With one of the highest purchasing powers worldwide and demanding customer expectations, local adaptation is a key success factor. If you as a retailer consider aspects such as Swiss tax regulations, customs provisions, and linguistic diversity, you can tap into the full potential of the market. Customer service tailored to Switzerland, offering quick and personal responses, is also essential.

Another crucial criterion is the sales potential, which is strongly linked to the size and strength of the marketplace. Platforms that already dominate in certain product groups – such as Beauty & Health, Electronics, or Sports – offer your company with a suitable product range a clear advantage. By choosing the right marketplace, you can ensure that your products are not only visible but also leaders in the relevant categories.

An Overview of the 10 Most Important Sales Platforms in Switzerland

Choosing the right sales platform can make a crucial difference to success in Switzerland. Our selection of the most important platforms is based on criteria such as reach, market share, and industry specialization. Additionally, we highlight the specifics and unique selling propositions (USPs) of each platform.

Below you will find a table with the most important sales platforms in Switzerland. The order is based not only on e-commerce revenues but also on other factors such as market share, reach, product categories, and target group appeal. This list gives you a comprehensive overview of the different strengths and specifics of the platforms:

Although platforms like Amazon or AliExpress are successful worldwide and also generate revenue in Switzerland, they face particular challenges here. For example, Amazon has no proprietary warehouse in Switzerland, which leads to longer delivery times and higher customs costs. Also, the product range is severely limited compared to EU markets. These specifics will be discussed in more detail later in the article.

While platforms like Amazon present some challenges in Switzerland, Galaxus, as the leading sales platform, offers numerous advantages. The requirements for selling on Galaxus include registering as a retailer on the platform, setting up a professional retailer account, and adhering to Galaxus's guidelines regarding product labeling and categorization. Those who meet these requirements can benefit from the broad reach and strong marketplace infrastructure.

For EU retailers, Galaxus has created a dedicated logistics solution with the so-called EU Hub, which significantly simplifies market entry into Switzerland. The hub is located in Weil am Rhein in southern Germany and handles import customs clearance, VAT processing, and shipping to Swiss end customers fully automatically—with a delivery time of 24 hours. EU retailers simply deliver their goods to this central hub; a separate Swiss company headquarters or a local warehouse is not required. In the case of returns, import duties are also refunded, which further minimizes the financial risk for retailers.

With the highest reach in the country, the platform offers an ideal stage to make your products visible and increase your sales. Added to this is a professional infrastructure that impresses in many areas: from fast and efficient warehouse management to a stable IT platform that guarantees optimal performance and targeted marketing campaigns. Seamless integration of payment processing and transparent returns management also contribute to both retailers and customers benefiting equally.

Fee and Commission Models Compared

The fee structure of a marketplace has a direct impact on your margin and thus on the profitability of your Swiss sales. The most important platforms follow fundamentally different approaches—from pure commission models without a basic fee to combined flat-rate and success-based fees.

For retailers with low sales volume or in the testing phase, commission-based models without a basic fee—like at Galaxus or Ricardo—are clearly more advantageous, as no fixed costs are incurred with low activity. Ricardo is also particularly suitable for retailers who sell niche products or high-priced individual items, as the commission is capped at CHF 290. High-volume sellers, on the other hand, benefit from the infrastructure and reach of Galaxus or Zalando, where the commission burden is offset by high unit numbers and efficient processes. Zalando is primarily relevant for fashion brands but requires careful calculation: the combination of sales commission and service fee can push the total burden up to 33 percent—a significant cost factor with a categorically high return rate.

Which Platform is Right for Your Business Model?

Choosing the right sales platform largely depends on your product range and target audience. Depending on what products you sell and who your main customers are, certain platforms may be a better fit for your business model. Here are some important product categories and the corresponding platforms:

• Fashion & Apparel: Zalando, Galaxus, Manor

• Electronics & Tech: Digitec, Galaxus, MediaMarkt

• Sporting Goods & Outdoor: Decathlon, Galaxus, Zalando

• Home & Garden: Home24, Galaxus, Manor

• Cosmetics & Health: Zalando, Galaxus, Douglas

• Food & Beverages: Coop.ch, LeShop.ch, Galaxus

When listing a new product on a platform, you should pay particular attention to correct product categorization. This is the only way to achieve maximum visibility for your products. An optimal product description as well as high-quality product photos and videos are equally indispensable. Ensure that you comply with all requirements regarding product quality and legal regulations such as approvals or import rules. Each platform also has its own requirements for the sales process – from specific guidelines on shipping times to the necessity of storing products yourself. Storage conditions and returns management can also vary depending on the platform and often require careful planning. Last but not least: the right pricing. Make sure your price is competitive, but also considers your costs and profit margins.

SURS can support you in choosing the right sales platform for your company. With our expertise and market knowledge, we help you optimally place your product range on Swiss marketplaces. You can find more information in our guide to selling on Swiss marketplaces, which offers valuable insights.

Problematic Marketplaces for Selling in Switzerland

Some marketplaces present more hurdles for you as a retailer in Switzerland than others. This includes Temu, AliExpress, and Shein, which initially entered the market with a lot of hype and attracted many customers with their cheap products. However, these platforms are also known for their sometimes opaque sales processes and challenges in maintaining quality standards and import regulations. Especially in Switzerland, increasing attention is being paid to compliance with these requirements, which means such marketplaces are under closer scrutiny. In particular, low prices are often achieved through not always regulated products and the import of cheap goods, which ultimately leads to a poorer customer experience.

Zalando, on the other hand, although a strong platform in fashion, struggles with a lengthy and complicated KYC (Know Your Customer) process, which poses a real challenge for many retailers. Added to this are the complex integrations, which are a hurdle, especially for smaller companies.

Ultimately, the market is likely to develop in favor of local marketplaces like Galaxus, which meet the needs of Swiss consumers through better quality assurance and customer-friendly processes.

Conclusion: Your Optimal Sales Platform

Which Swiss marketplace is the best? The answer depends on various factors, but one thing is certain: Galaxus stands out as the ideal sales platform in Switzerland, as it not only has the largest reach but also impresses with reliable infrastructure and a high degree of customer orientation. However, other marketplaces can also be interesting. As a partner offering access to numerous marketplaces, SURS allows you to try out different platforms and find out which one best suits your business model. If you need support in selecting the perfect platform or developing a successful marketplace strategy, SURS is at your side with comprehensive know-how. 

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