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UPDATED: 17.10.2026

JENS BERGERMANN

Anyone looking to sell housewares in Switzerland primarily reaches customers through domestic marketplaces like Galaxus, Manor, or Globus. Since Switzerland belongs neither to the EU customs union nor the EU VAT area, it requires a customs declaration, clarification of VAT obligations, and products that comply with Swiss law.

Two assumptions are particularly persistent among EU brands. The first is that customs duties drive up the cost of the Swiss market. In reality, Switzerland abolished industrial tariffs effective January 1, 2024, so most housewares are imported duty-free. The actual hurdles are administrative: import tax, customs declaration, and VAT registration. The second assumption is that an Amazon listing is enough. However, Amazon does not operate its own marketplace for Switzerland; online retail is shaped by Galaxus and other domestic platforms.

For kitchen accessories, tableware, bar accessories, and home decor, specific requirements apply, foremost among them being regulations for food-contact materials and multilingualism. Ultimately, every brand faces a fundamental strategic decision: build up Swiss distribution independently or handle it via a Swiss partner.

The Swiss Market for Housewares

Switzerland is a small but affluent market with a high share of online purchases concentrated in a few domestic channels. The key metrics are shown in the following overview:

The concentration on domestic providers has structural reasons, which we explain in our article on why Amazon is not coming to Switzerland and which platforms fill the gap. Marketplaces account for a large portion of online volume. Particularly relevant for housewares: the Home & Living category grew by around 8% in 2025, outpacing the overall market.

Swiss consumers expect delivery within one to two business days and preferred payment methods like purchase on invoice. Playing a central role here is the Swiss mobile payment solution, the importance of which for sales is detailed in our article on TWINT in Switzerland for brands. Prices are intensely compared with German providers, yet quality and durability are frequently the deciding factors. A look into the assortments of major marketplaces reveals which categories are in demand: kitchen and bar accessories, cutlery and tableware, water bottles and mugs, storage solutions, and home decor.

Housewares Marketplaces in Switzerland

The marketplace for housewares in Switzerland is shaped by a few platforms that differ significantly in reach, target audience, and positioning. Galaxus offers the greatest reach, department stores Manor and Globus focus on curated assortments, and Home24 focuses on living. For most brands, a targeted combination of multiple channels makes sense. The platforms at a glance:

Galaxus

Digitec Galaxus is the largest online retailer in Switzerland and majority-owned by the Migros Group. In 2025, the company generated platform revenue of CHF 3.8 billion, an increase of 17% over the previous year. Household, kitchen, and living are among the heavily visited categories. Customers expect fast deliveries and complete, precise product data.

Third-party sellers sell via the Galaxus marketplace for a category-dependent commission. Crucial for foreign brands: in our experience, the retailer model is only open to retailers based in Switzerland. Brands without a Swiss company can only supply Galaxus as a supplier and must either build their own warehouse in Switzerland or accept long delivery routes from their own warehouse to the Galaxus warehouse. Anyone who wants to sell housewares via Galaxus also strictly requires an automated technical connection via an interface to their ERP system or internal inventory management system. Manual reconciliations of product data and inventory are not supported. Our separate guide explains what further requirements apply to successfully selling on Galaxus in the long term.

For almost any housewares brand with national aspirations, Galaxus is the primary channel. This also applies to the premium segment: Galaxus enjoys an outstanding reputation in Switzerland, even among brands that are otherwise hesitant toward large generalist platforms. In our portfolio, no premium brand has consciously chosen against Galaxus in favor exclusively of curated department stores.

Manor and Globus

Manor and Globus are traditional Swiss department stores that are opening their online assortments to selected third-party brands. Manor is represented with branches across all language regions and reaches a broad, quality-conscious customer base. Globus positions itself clearly in the upscale segment and appeals to a design- and brand-savvy target audience.

Both retailers curate the brands they accept. Crucial factors include a cohesive brand presence, high-quality product images, and a fit with the existing assortment. Our separate guide outlines the criteria premium brands must meet if they want to sell on the Globus luxury marketplace.

For design and lifestyle brands from the fields of tableware, bar accessories, and home decor, both channels are particularly suitable. The department stores strengthen brand perception and tap into customer segments specifically looking for curated assortments. In practice, they complement Galaxus rather than replace it. For entry-level price points or pure volume items, however, they are less appropriate.

Home24 and Other Platforms

Home24 specializes in furniture and living, serving Switzerland via a dedicated country platform with prices in CHF. For brands with home accessories, decor, and storage solutions, the platform is a useful supplement since customers there search specifically for furnishing products. Our guide summarizes the requirements if you want to sell as a retailer on Home24.

Additionally, Brack.ch is also opening its assortment to third-party sellers, offering additional reach in the household sector. Such platforms are primarily suitable as a supplement once the main channels are running stably and processes for inventory and pricing are automated.

Customs and Value-Added Tax When Importing into Switzerland

Every shipment from the EU into Switzerland is simultaneously an export from the EU and an import into Switzerland. The hurdle lies not in the customs duties, but in the declaration, the import tax, and VAT registration. Since the tax situation depends on your corporate structure and business model, an individual review by a tax professional is always recommended.

Customs Declaration and Import Tax

Most housewares have been duty-free since January 1, 2024, but formal import obligations remain in place. The four central points at a glance:

• Customs declaration: Every import must be declared to the FOCBS (Federal Office for Customs and Border Security) with a customs tariff number (the commodity code for imports), goods value, and origin. FOCBS is gradually introducing the new Passar system for this: export has already transitioned, while import starts in pilot operation in Q2 2026 and is scheduled for full migration by the end of Q3 2027.

• Import tax: An import tax of 8.1% applies to every import, calculated on the value of the goods including transport costs. Added to this are the customs clearance fees of the parcel service or freight forwarder.

• Input tax deduction: Importers who clear goods through customs and deliver them taxed (DDP, Delivered Duty Paid) can deduct the paid import tax as input tax. This turns it into a pass-through item for registered companies.

• Typical mistake: Many brands ship individual packages untaxed (DAP, Delivered at Place). Customers then face unexpected demands for import tax and fees upon delivery and frequently refuse acceptance, leading to returns and negative reviews.

VAT Obligation for Foreign Retailers

Foreign companies become liable for VAT in Switzerland as soon as they generate domestic revenue—for example, by selling from a Swiss warehouse—and achieve a worldwide turnover of at least CHF 100,000. A second scenario concerns mail-order retail: anyone generating at least CHF 100,000 in annual turnover in Switzerland via small consignments also becomes liable for tax. A small consignment is defined as a shipment where the resulting import tax is CHF 5 or less.

Companies without a domicile in Switzerland must designate a tax representative based in Switzerland for registration. This is the official Swiss legal term; the expression commonly used in the EU, "fiscal representative," is not used in Swiss law. The tax representation handles communication with the FTA (Federal Tax Administration) and, depending on the setup, is liable for correct settlement.

Furthermore, platform taxation under Art. 20a of the VAT Act has been in effect since January 1, 2025. Electronic platforms are fictitiously considered the service providers and remit VAT for certain B2C deliveries directly to the FTA; retailers' own declarations for these sales are eliminated.

A typical mistake is registering too late. The consequences are retroactive additional claims by the FTA including default interest, as well as potential delays during marketplace onboarding.

Product Regulations for Housewares in Switzerland

Switzerland has its own product laws, which are largely aligned with EU law in terms of content. The Cassis de Dijon principle—meaning the recognition of products lawfully marketed in the EU—facilitates market access, but it does not apply without exception. CE marking alone is therefore not sufficient. We summarized the overarching principles in our article on product safety and compliance in Switzerland; the following focuses on specific requirements for housewares.

Food-Contact Materials

Cutlery, mugs, drinking bottles, tableware, and bar accessories are considered commodities under the Swiss Food Act. The relevant standard is the FDHA Ordinance on Commodities (SR 817.023.21), whose requirements closely follow EU Regulation (EC) No. 1935/2004. Anyone already producing in compliance with EU standards has a solid starting point but must separately fulfill Swiss proof obligations.

The fundamental principle is that food-contact materials must not transfer substances to food in quantities that endanger health. Technically, this is referred to as migration—the transfer of substances from the material into food. Specific migration limits, known as SMLs, apply to plastic items. Additionally, the ordinance strictly mandates a written declaration of conformity for plastic articles. This must traceably prove which substances were used and that migration limits are observed.

Declarations of conformity and associated test reports should be kept ready at all times, as cantonal food inspectors can request them without prior notice. Marketplaces also increasingly demand such proof during listing. A typical mistake: if the declaration of conformity is missing, the offer on the marketplace is blocked until the documents are submitted. For seasonal items or promotions, this can cost an entire sales period's revenue.

To put this in perspective from experience: with hard goods like kitchen gadgets, bar utensils, and furnishing items with cleanly documented assortments, we have so far experienced neither listing blocks nor inquiries from food inspectors. We encounter such cases exclusively with food items, i.e., products intended for consumption. These are subject to significantly stricter requirements, which is why SURS deliberately focuses on Home & Living. For housewares brands, this means: complete documentation from the start requires little effort, but saves significant lost revenue in an emergency.

Labeling and Languages

Housewares in Switzerland must be labeled so that origin, identity, and safe use are clearly identifiable. Essential requirements include the following points:

• Mandatory details: Name and address of the manufacturer or party placing the product on the market (the company offering the product in Switzerland for the first time), a clear product identification, and warning and safety instructions.

• Food contact: Where prescribed, the glass-and-fork symbol or the note "for food contact," provided suitability is not already obvious from the nature of the product.

• Languages for product information: Instructions in the official language of the sales territory, meaning German, French, and Italian for nationwide distribution. According to the Federal Statistical Office, 60.8% of the population list Swiss German and 35.6% High German as their main language, 27.6% French, and 8.0% Italian (multiple answers possible).

• Listings: Product descriptions at least in German and French, with Swiss spelling and prices in CHF. Anyone adopting German listings unchanged gives up about a third of the market.

• Electrical appliances: For electrical household appliances, the advance recycling fee (ARF) and separate technical regulations additionally apply.

We explain detailed requirements for labels and packaging in our article on product labeling and declaration in Switzerland.

Direct Shipping from the EU vs. Warehousing in Switzerland

Direct shipping from the EU is inexpensive upon entry but expensive during ongoing operations, whereas a Swiss warehouse requires higher initial investments but is cheaper per unit. The two models differ in the following criteria:

The decisive lever lies in the consolidated import: with a warehouse in Switzerland, goods are imported in bulk, and one customs declaration covers an entire pallet or container load instead of every single package. This noticeably lowers clearance costs per unit and enables delivery times that Swiss customers expect as standard. Marketplaces display estimated delivery times prominently on the product page. Long delivery times lead to more cancellations and poorer reviews. Note that sales from a Swiss warehouse are considered domestic sales and thus require VAT registration from a worldwide turnover of CHF 100,000. For brands with growing Swiss volume, an in-country warehouse is generally the more economically viable model, whereas direct shipping is primarily suited for initial market tests.

Calculation: What Remains After Commission, Logistics, and VAT

Margins in the Swiss business depend primarily on the selling price, marketplace commission, and logistics model; customs barely play a role for housewares. With direct shipping, the customs clearance fees of parcel services, which frequently exceed CHF 10 per shipment, can completely devour the margin of inexpensive items. Consolidated imports, by contrast, spread these costs across many units.

Yet even with a Swiss warehouse, the selling price remains the central adjustment screw. Shipping and handling costs in Switzerland are significantly higher than the level in many EU countries and largely apply per shipment regardless of the goods value. For items under about CHF 30 to 40, achieving a profitable contribution margin on Swiss marketplaces is therefore difficult.

„For inexpensive items, shipping and handling costs—which are significantly higher in Switzerland than in other EU countries—take a heavy toll. That's why we much prefer to sell items starting from 30 francs upwards, ideally even more expensive.“

— Founder of SURS AG

Final prices must be stated in CHF including VAT in accordance with the Price Disclosure Ordinance. A mere conversion of the euro price falls short, as the cost structure, competitive environment, and price expectations differ. The following example calculation for a kitchen accessory item shows the logic; all values are sample assumptions:

The example illustrates the relationship: If the same item were sold for CHF 24.90, the fulfillment and shipping costs would remain nearly unchanged, while net revenue and commission would drop. The contribution margin would be largely wiped out for a comparable cost of goods. We delve deeper into strategically setting the entry price for Switzerland in our article on pricing when entering the Swiss market using specific scenarios.

Selling Independently vs. Via a Swiss Distributor

Anyone wanting to sell housewares in Switzerland decides between building all structures independently and distributing via a Swiss partner. Both paths have their merits, differing primarily in control, effort, and capital requirements.

Independent Setup: What It Involves

Independent setup includes VAT registration including a tax representative, customs clearance, the decision for a warehouse or direct shipping, as well as customer service and returns management tailored to Switzerland. In return, the brand retains full control over prices, assortment, and customer relationships.

Added to this is the marketplace level. Each platform has its own onboarding, its own data formats, its own price and inventory management, and its own service processes. The operational effort thus grows with each additional channel. A typical mistake is starting on multiple platforms in parallel without setting up inventory synchronization, i.e., an automated reconciliation of stock levels across all channels. The consequences are overselling, outdated prices, and poorer seller ratings that take a long time to recover from.

The fixed costs for tax representation, warehousing, personnel, and interfaces only amortize from a certain level of Swiss sales. Realistically speaking, independent setup is a multi-year investment ranging from many tens of thousands of francs to six-figure amounts, the return on investment for which often only materializes after three to six years.

„If someone wants to invest tens of thousands of francs or even six-figure sums into the market over several years in order to achieve a return on investment after three to six years, then establishing their own subsidiary in Switzerland might make sense. Anyone not willing to make this investment and time commitment is better positioned with a distribution partner.“ — Founder of SURS AG

For brands with already high volume, their own organization, and a long investment horizon, building independently can still be worthwhile.

Distribution via a Swiss Distributor

When distributing via a Swiss distributor, the partner takes over importing, warehousing, marketplace management, and customer service. The brand has a central point of contact instead of many individual relationships with authorities, logisticians, and platforms. The limit of this model lies in the dependency on the partner, which is why clear agreements on assortment, pricing policy, and marketplaces used are indispensable.

SURS, as a Swiss importer and distributor with its own warehouse in Dällikon near Zurich, specializes in precisely this model. As a one-stop shop, SURS handles import and customs clearance, fulfillment, listing, and sales on Galaxus, Manor, Globus, Home24, and other marketplaces, as well as customer service, returns, and warranty processing. The hurdles regarding customs, VAT, logistics, and multi-channel posting described in the preceding sections thus rest with the partner. The brand delivers the goods and maintains its focus on product development and brand management.

How such a market entry proceeds in practice is illustrated by an anonymized example from our portfolio: A housewares brand from Poland that we now successfully import and sell had a product catalog with many hundreds of items. The most time-consuming step was not the administration, but putting together an assortment fitting the Swiss market. Three criteria were checked:

• Sales potential: Which items match the demand and expectations of Swiss customers?

• Price and margin: Which items achieve a selling price that allows a viable margin for marketplace distribution after commission and logistics?

• Logistics: Which items are suitable for parcel shipping to end customers and do not take up excessive space in the warehouse?

The selection and listing process took a total of one to two months. This was not due to a lack of preparation by the brand, but rather a consciously careful selection: better a focused assortment that sells sustainably than a broad listing with items tying up warehouse space without generating a margin. If the brand had gone the Galaxus route alone, it would have either had to build its own Swiss warehouse or accept long delivery routes to the Galaxus warehouse, and could furthermore only have sold as a supplier rather than in the retailer model.

A practical advantage is particularly evident for brands without their own Swiss company or tax representation. Anyone handling services for Swiss market entry via SURS sells through the distributor's pre-existing and qualified supplier accounts on platforms like Galaxus. Separate, time-consuming onboarding processes with each marketplace and associated initial costs are eliminated, significantly shortening the path from decision to first sale.

Conclusion on Selling Housewares in Switzerland

The Swiss market for housewares is developed via domestic marketplaces rather than international platforms. The biggest hurdle is not customs, but the administration of customs declarations, import tax, and VAT registration. Whether an assortment is market-ready is decided primarily by proof for food-contact materials, localization in multiple national languages, and a price level that bears Swiss logistics costs. The logistics model, in turn, determines delivery time, customer satisfaction, and ultimately the achievable margin.

For market entry, three concrete steps are recommended. First, check your assortment for conformity, correct labeling, and a viable pricing structure. Then, determine whether you are delivering via direct shipping or a warehouse in Switzerland. Afterward, choose the marketplace where you will launch. On this basis, you can soundly decide whether building independently or using a distributor is the appropriate path. SURS accompanies brands that choose to distribute via a Swiss partner.

Frequently Asked Questions About Selling Housewares in Switzerland

Do foreign retailers need a Swiss VAT number?

Yes, as soon as they generate domestic revenue and achieve a worldwide turnover of at least CHF 100,000, or reach at least CHF 100,000 in annual turnover in Switzerland with small consignments. Companies without a Swiss domicile must additionally designate a tax representative based in Switzerland who acts vis-à-vis the FTA.

Can you sell housewares without a warehouse in Switzerland?

Yes, household products can also be sold online via direct shipping from the EU without a warehouse in Switzerland. However, each shipment then goes through customs clearance individually. Longer delivery times and customs clearance costs per package usually make this model uneconomical for growing brands, which is why it is more suited for market tests.

Do drinking bottles and cutlery need a declaration of conformity for Switzerland?

For plastic products, a written declaration of conformity under the Commodities Ordinance is mandatory. For all food-contact materials, it also applies that no health-endangering substances may transfer into food. Corresponding proof and test reports must be available upon request by cantonal food inspection or the marketplace.

What costs are incurred when selling on Galaxus?

Anyone selling housewares in the retailer model on Galaxus—which is reserved for retailers based in Switzerland—exclusively pays a variable sales commission, which in the household and kitchen sector mostly ranges between 8% and 15% depending on the category. Fixed basic fees or listing costs do not apply. Added to this are logistics, VAT settlement, and listing localization.

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Switzerland

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Switzerland

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