DE / EN

BUSINESS NEWS

JENS BERGERMANN

When looking for an online marketplace for furniture and home accessories, Home24 is a top choice: The Berlin-based retailer, founded in 2009, has become a well-established player in the European e-commerce market, especially in Switzerland.

Why is Home24 such an attractive marketplace for online retailers? Overall, the company is already prominently represented in seven European countries and has thus achieved significant reach and brand recognition, along with a wide and high-quality product range.

Home24 has also entered the brick-and-mortar business, operating several outlet stores within Germany. However, the company remains primarily known for its e-commerce business. This results in a stable and diverse customer base that appreciates the convenience and variety of online shopping and is familiar with the practices of online purchasing.

Connecting to the Swiss branch of Home24, and thus accessing the lucrative and high-spending Swiss market, is highly complex and involves numerous logistical and organizational challenges related to distribution, warehousing, and product listing, primarily due to the restrictive customs border. Therefore, partnering with a local distribution partner like SURS is highly recommended: We offer online retailers a comprehensive fulfillment service, enabling market entry into the Swiss e-commerce sector.

What are the benefits of Home24?

What started 15 years ago as a small niche shop has now grown into one of the most successful and well-known home & living online retailers across Europe. Currently, Home24 operates in seven European countries: Germany, Austria, France, Belgium, Italy, the Netherlands, and Switzerland. Due to its international presence, Home24 reaches an exceptional audience, allowing retailers to benefit from the platform's cross-border brand recognition.

The first Swiss online store was launched in February 2014, making Home24 a presence in Switzerland for over a decade, and it is now considered one of the leading marketplaces for furniture and home accessories. Swiss customers are particularly known for valuing high-quality products and reliable customer service: Both needs are excellently met by Home24, as the online marketplace is recognized for its diverse and premium assortment and offers a user-friendly interface and exceptional customer support.

This results in strong customer loyalty: The reliable shopping experience ensures that many consumers repeatedly choose Home24, which is especially important in the highly competitive Swiss furniture market. Online retailers can capitalize on this long-established customer trust by selling their products on the marketplace without needing to invest in their own marketing efforts.

How large is Home24's reach in Switzerland?

Home24 reaches around two million customers across Europe, with a significant portion from Switzerland. Although exact figures are not available from the company, approximately 11 percent of total revenue is generated in Switzerland, making it the third-largest market for Home24.

In recent years, the company's annual revenue has been around 600 million euros, meaning that a high double-digit million amount is generated annually in the Swiss market, making Home24 one of the largest and most important Swiss platforms in the furniture trade. The acquisition by furniture giant XXXLutz in 2023 is also likely to open up further opportunities in the future.

What are the conditions for merchants at Home24?

Online merchants must meet the following requirements to register on the Home24 Marketplace:

• VAT ID: Merchants need a Swiss VAT ID (USt-ID) to comply with tax requirements and facilitate invoicing. The VAT ID can be obtained from the Swiss tax office.

• Direct customer shipping: Home24 requires partners to deliver their products directly from a European warehouse location to the end customer. Due to high customs fees, importing goods into Switzerland is rarely profitable, so having a local warehouse is generally the most practical solution.

• Return acceptance: Swiss customers highly value easy returns, so merchants must be able to accept all customer returns. In practice, this means that a local warehouse is the most cost-effective and efficient way to handle returns.

• Multilingual support: Switzerland is a multilingual country, where customers prefer shopping in their native language. Therefore, all product information must be available in German, French, and Italian. Additionally, providing multilingual customer service is essential.

• EAN number: Each listed product must have a European Article Number (EAN) to ensure clear identification. This 13-digit number is mandatory for product listings and helps streamline inventory management.

For German e-commerce companies looking to enter the Swiss market, the multilingual requirements for product listings and customer service present a significant challenge. Even more critical are the specific import and customs regulations that apply to Switzerland, as it is neither part of the European Union (EU) nor the European Economic Area (EEA).

Shipping products from abroad to Swiss customers is impractical not only because of import costs but also due to the lengthy customs processing time, as Swiss customers expect a quick delivery process within a few business days.

Using a local warehouse is strongly recommended. Partnering with a fulfillment provider like SURS can be especially beneficial: We operate local warehouses and offer extensive support with product listings.

Are there any fees and commissions at Home24?

Online merchants selling products through Home24 must pay a monthly base fee of just €39. This fee is not due for the first three months, so the first quarter is free of base charges. Additionally, a commission is charged for each unit sold, known as the final fee. Depending on the product category, this fee ranges from 15% to 19%.

This transparent pricing model, combining a low fixed fee with a variable cost component, helps merchants accurately calculate their expected expenses. An added benefit is the frequent payout schedule: Home24 issues payments on the 1st, 11th, and 21st of each month.

How to list products on Home24?

Currently, it is possible to sell products from the following categories on Home24: furniture, household, garden, home accessories, and home textiles. Home24 offers various integration methods for product listing, such as automatic via APIs or aggregators, semi-automatic via HTTP or FTP, or manually through the Seller Dashboard. Additionally, there are interfaces for automated inventory updates, although manual data updates are supported but highly time-consuming.

Home24 places great emphasis on complete and high-quality product descriptions. Specific guidelines for text and images are provided to online merchants after registration, but a multilingual product listing in German, French, and Italian is mandatory. Home24 regularly checks to ensure the provided guidelines are being followed. After uploading the product description, it usually takes one to ten days for the item to be approved.

The multilingual requirements and strict quality criteria for product listings at Home24 can mean a significant workload for online merchants. Partnering with an experienced distributor like SURS can make this process much easier: We handle not only fulfillment but also provide comprehensive consulting services to help optimize product listings, allowing you to focus on your core business while SURS takes care of the operational details.

What import regulations apply to Home24?

Switzerland occupies a unique political and economic position within Europe, which is why specific import regulations and logistical challenges must be considered when selling to Switzerland, including when selling on Home24. Online retailers should be aware that shipping goods to this alpine country involves significant customs fees and specific import requirements, since Switzerland is not part of the European Union.

Due to these regulations, importing goods from the EU to Switzerland can involve considerable organizational effort, which not only can be costly but also typically slows down the entire sales process since customs declarations and detailed product information are required. Retailers selling on Home24 must ensure their products are properly declared and all documentation requirements are met.

In particular, customs fees, which depend on the product value, can significantly increase costs. Additional charges like Swiss VAT can also complicate sales, as they raise the total price for the end customer. To overcome these challenges, it is advisable to partner with a specialized fulfillment provider like SURS.

We handle the entire logistics process for you, including all customs formalities. Additionally, SURS enables faster delivery times through local storage in Switzerland, more efficient customs processing, and seamless compliance with import requirements. These optimizations ensure smooth and profitable sales to Switzerland.

What is the best way to sell on Home24 as a non-Swiss retailer?

Switzerland is a highly lucrative market with a wealthy and digitally savvy customer base, offering significant sales potential. However, due to the logistical and organizational challenges of importing goods and the specifics of product listing, in-depth local market knowledge and extensive experience with shipping formalities are essential for success in the Swiss e-commerce market.

To succeed as an international retailer on Home24, it is highly recommended to work with an experienced distributor familiar with local requirements. A specialized distribution partner like SURS takes care of all logistical and regulatory challenges that may arise when selling on Swiss marketplaces.

Partnering with SURS offers retailers a comprehensive, holistic fulfillment service: we handle customs clearance, local warehousing, and shipping arrangements entirely. Additionally, SURS assists partners with product placement and a seamless launch on Home24, allowing you to focus on your core business. This collaboration ensures a quick market entry and minimizes risks such as delivery delays or unexpected import costs.

Distribution Partner for Switzerland SURS AG – we provide all the necessary resources to help you sustainably increase your sales volume on Home24 and fully tap into the Swiss market!

FAQs

What are the advantages of selling on Home24?

Home24 is a market leader in the Home & Living segment, making it an ideal platform to reach a large and financially strong customer base. Sellers benefit from Home24's strong brand recognition and extensive reach, enabling them to build long-term customer relationships.

What challenges should be considered when selling on Home24?

The primary challenge is importing goods, as high customs fees and strict import regulations must be observed. Additionally, multilingual product listings and a quality-conscious, demanding target audience require attention to detail and high standards.

How can a distributor like SURS optimize sales on Home24?

SURS takes care of the entire logistics process, including local warehousing and customs clearance, and supports you with product launches on Home24. This comprehensive fulfillment service ensures minimal costs and delivery times, making market entry smooth and efficient.

Surs AG - Warehouse
Alte Buchserstrasse 10
8108 Dällikon
Switzerland

Surs AG - Billing
Alte Buchserstrasse 8
8108 Dällikon
Switzerland

©Surs AG 2025, Design by Surs

AT WORK