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JENS BERGERMANN

The Swiss e-commerce market is alluring with its enormous purchasing power, but it also presents international brands with unique challenges. These have recently grown even more significant: Since January 1, 2024, the revision of the Value Added Tax Act has made the marketplaces themselves liable for taxes, changing the processes for all parties involved. At the same time, the strong Swiss franc forces brands into a constant, sharp calculation of prices and margins.

Against this highly relevant backdrop, we are speaking today with Jens Bergermann, founder of SURS AG. He will shed light on the six biggest hurdles to a successful market entry and explain how a specialized partner like SURS can specifically clear them out of the way.

Jens Bergermann Founder & CEO of SURS AG.

Hurdle 1: Costs & Margins

Let's start right with the money. What does the cost structure for a market entry in Switzerland typically look like, and how does SURS handle it?

Jens Bergermann: The cost structure is often the first hurdle because it's massively underestimated. In addition to obvious items like marketplace fees, there are costs for transport, customs, warehousing in Switzerland, as well as handling returns and warranty cases. Anyone wanting to manage this themselves needs significant investment and a lot of administrative work.

At SURS, we have consciously chosen a different model: we don't act as a service provider that charges fees, but as a classic distributor.

Our principle: We charge no service fees or upfront costs. We buy your products and cover all costs (logistics, listing, returns) through our margin. For the brand, this means: absolute planning security and zero financial risk.

Hurdle 2: Pricing Strategy & Currency

Given the strong Swiss franc, should brands adjust their prices and sacrifice margins, or rather maintain their euro prices?

Jens Bergermann: A 1:1 conversion of euro prices is almost always the wrong approach. It ignores customs, logistics, and the higher fees in Switzerland. However, there's no one-size-fits-all answer—it depends on the positioning.

Our recommendation is a targeted Swiss pricing strategy. Together, we analyze the market and calculate a price that is attractive to Swiss customers but also secures a healthy margin for the brand. Premium brands can often position themselves more exclusively, while price-sensitive segments need to be calculated differently. We provide the data to make this decision based on facts, not just a gut feeling.

Hurdle 3: Fulfillment & Customer Expectations

Logistics is a crucial factor. Why do you advise against supplying Switzerland from an EU warehouse?

Jens Bergermann: The biggest mistake is underestimating Swiss customer expectations. The Swiss are used to next-day delivery. Shipping from the EU takes several days and carries the risk of the customer suddenly having to pay customs fees at their doorstep. This leads to frustration and bad reviews.

Our solution is local fulfillment. The brand sends us a large B2B shipment to our Swiss warehouse. From there, we take over everything: storage, pick & pack, and shipping. Orders are usually shipped the same day. A local warehouse is not a luxury, but a necessity for satisfied customers and simple returns management.

Hurdle 4: Transport & Customs Clearance

The bottleneck often remains at the border. How does SURS simplify the logistical hurdles of transport and customs clearance?

Jens Bergermann: The hurdle is the granular detail: every single shipment to an end customer would have to be correctly cleared through customs. That's an administrative nightmare.

We radically reduce this complexity. We only require one single, consolidated B2B shipment from our partners to our warehouse (usually via Incoterms DDP). Once the goods are with us, every subsequent sale is considered a domestic shipment. This completely eliminates the customs clearance for thousands of individual orders.

Common mistake: It usually fails due to incomplete documents or incorrect customs tariff numbers (HS codes). We support our partners here with our expertise so that the goods don't get stuck at customs.

Hurdle 5: Taxes & Legal

Since 2024, new VAT rules apply to marketplaces. What does this mean for brands working with SURS?

Jens Bergermann: For brands entering the market alone, this is a bureaucratic hurdle (fiscal representative, tax liability above a certain revenue). In cooperation with us, this hurdle is completely eliminated.

Since SURS AG, as a Swiss company, is the official seller (Merchant of Record) on platforms like Galaxus or Manor, we take care of the VAT remittance and compliance with the new laws. Our partners are completely shielded from this tax and legal complexity.

Hurdle 6: The Right Marketplace Strategy

Switzerland has its own platform landscape. Where should a brand start?

Jens Bergermann: The choice must be strategic.

• Galaxus: The "Swiss Amazon." Enormous reach, the most logical starting point for almost all lifestyle products.

• Zalando: The undisputed market leader for fashion.

• Manor: A classic department store for curated, quality-conscious assortments.

We act as a strategic advisor and gateway here. The big advantage: the brand doesn't have to connect with each marketplace individually. We are the central point of contact that provides access to all these channels through one interface.

Outlook & Conclusion

Jens, if you could give a brand just one piece of advice for getting started, what would it be?

Jens Bergermann: Don't try to do everything alone and from a distance. Switzerland is not just "another state." Find a local partner who understands the market, takes care of the operational hurdles, and test the market before building your own expensive structures.

Who is SURS currently looking for as partners? We are looking for established e-commerce brands, primarily from the DACH region, with a revenue between 1 and 10 million euros. If you have a strong product (e.g., consumer lifestyle) and are already successful online, we provide the infrastructure for the next growth step into Switzerland. We take care of the complexity, you take care of the growth.

Would you like to learn more about a partnership? If you want to go through the checklist for your market entry or need an analysis of your potential in Switzerland, I am happy to assist you.

Surs AG - Warehouse
Alte Buchserstrasse 10
8108 Dällikon
Switzerland

Surs AG - Billing
Alte Buchserstrasse 8
8108 Dällikon
Switzerland

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