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JENS BERGERMANN

The Swiss electronics market is highly competitive and at the same time extremely attractive. For international brands looking to gain a foothold in this market, the question of the right sales channels often arises. A listing with one of the biggest players, Media Markt, seems like a logical step. But what does it really mean to become a supplier for such a retail giant?

This guide provides you with a solid basis for making a decision. We analyze Media Markt's market position in Switzerland, highlight the pros and cons of a partnership, and show you what steps are necessary for a successful onboarding. This will allow you to realistically assess whether this sales channel is the right strategic choice for your brand.

What is Media Markt and What is its Target Audience?

Media Markt is one of the leading omnichannel providers of home electronics in Switzerland, combining a dense network of physical stores with a powerful online shop. This dual presence allows the company to achieve enormous reach and appeal to a broad target audience—from young, tech-savvy consumers and families to small and medium-sized enterprises (SMEs) acting as B2B customers.

The market position of Media Markt Switzerland was massively strengthened in 2024 by the acquisition of 20 Melectronics locations. The store network thus grew from 25 to 45 stores, employing over 1,000 people. Its online presence is also significant: the total online revenue of the MediaMarktSaturn group exceeded 2.1 billion euros in the 2024 fiscal year, accounting for about a quarter of the total revenue. These figures illustrate the retailer's relevance in the Swiss electronics retail market, which had a total volume of CHF 4.78 billion in 2022.

What are the Advantages of Selling to Media Markt?

A partnership with Media Markt offers far more than just an additional sales channel. It is a strategic decision that can provide your brand with significant advantages:

• Enormous Reach and Visibility: Through the omnichannel strategy, your products reach millions of customers, both online and in stores distributed throughout Switzerland. You benefit from the massive customer traffic of an established retailer.

• Increased Brand Awareness: Being listed with a renowned retailer like Media Markt increases the credibility of and trust in your brand. You signal to the market that your products meet high quality standards.

• Access to Brick-and-Mortar Retail: In Switzerland, studies show that 75% of B2B buyers prefer a hybrid approach of digital and personal contact. Media Markt caters to this trend with its "Experience Electronics" concept. Customers can test and experience your products in person, which positively influences their purchasing decision. The high pick-up rate of 39% shows how much customers integrate brick-and-mortar retail into their online purchases.

• Professional Marketing Environment: Your products become part of large national advertising campaigns (e.g., in flyers, TV commercials, or online marketing). You directly benefit from this marketing power without having to invest in such measures yourself.

What are the Disadvantages and Challenges?

To make an informed decision, a transparent look at the challenges is essential. Selling to a large retailer is not a sure thing and comes with specific hurdles:

• Strong Competition and Margin Pressure: The Swiss electronics market is known for its intense price competition. The retail margin for products like mobile phones is often only 3–7%. This pressure is passed on to suppliers, which means tough negotiations over terms and prices.

• High Demands on Suppliers: Swiss customers, and therefore retailers, have extremely high expectations for delivery speed, availability, service, and product quality. As a supplier, you must be able to reliably meet these standards, which requires professional logistics and process management.

• Not an Open Marketplace: Unlike platforms like Galaxus or Amazon, where you act as a retailer, selling to Media Markt is a classic supplier business. You act as a supplier and sell your goods to Media Markt, who then resells them to the end customer. This is an indirect sales channel where you have less control over the final pricing and product presentation.

A particularly interesting aspect right now is the dynamic change happening in the background: With the acquisition of MediaMarktSaturn by the Chinese e-commerce giant JD.com, new momentum is entering the market. In the medium term, this could lead to an increase in Chinese goods and private labels in the product range, further intensifying competition. At the same time, this change offers opportunities, as Media Markt is investing heavily in catching up in the online space and is actively looking for partners to accompany this transformation with innovative products.

Which Brands and Products are a Good Fit for Media Markt?

Media Markt Switzerland focuses on core categories such as Consumer Electronics, IT/Office Equipment, Telecommunications, Photo, and Small Household Appliances. Brands and products that stand out from the competition with a clear USP (Unique Selling Proposition) have particularly good chances. Innovation is a crucial factor here.

It is crucial to identify niches that Media Markt does not yet fully cover. While categories like classic TV sets are heavily saturated with established brands like Samsung or LG, growing segments such as e-mobility offer great opportunities. This is not just about e-scooters, but increasingly also about e-bike accessories, trailers, or innovative mobility solutions. Those who can fill gaps in the assortment in such emerging categories have a much better chance with buyers than the provider of the tenth standard television.

“Everyone knows it from Media Markt: the TV walls are full of all kinds of established brands. Coming in now with a new TV brand is usually less exciting for the retailer. You should look for categories that still have gaps and fill them with your own offering.” – Jens Bergermann (Founder of SURS)

How Does the Process to Become a Supplier at Media Markt Work?

The path to being listed at Media Markt is a structured, multi-stage process that typically takes between three and six months. Without a local partner to handle topics like importing goods into Switzerland, this process can be extended by another two to three months. Experienced suppliers plan for the following phases:

1. Initial Contact and Product Pitch (4–6 weeks): You contact the responsible buyer and present your brand and products.

2. Negotiations (6–8 weeks): In this intensive phase, terms, margins, delivery conditions, and the final assortment are negotiated.

3. Technical Integration (4–6 weeks): The connection to Media Markt's merchandise management system, usually via an EDI interface, is set up and tested.

4. Logistics Setup (2–4 weeks): The logistics processes are defined and initial test deliveries are carried out to ensure a smooth operation.

A critical success factor here is the technical infrastructure. Like many modern retailers, Media Markt uses the Mirakl marketplace software. The connection requires clean product data and the ability to automatically push inventory updates daily. Brands that have been heavily offline-oriented often underestimate this hurdle. Those who don't bring a professional e-commerce setup to the table risk the integration process dragging on for months or even years, or failing entirely. E-commerce-savvy brands have a clear advantage here.

Conclusion: Media Markt as a Strategic Component – With the Right Partner

For the right brand, being listed at Media Markt Switzerland can be a huge growth driver. The advantages in terms of reach, brand building, and access to brick-and-mortar retail are undeniable. At the same time, this path requires professional preparation and the ability to meet high demands for logistics, pricing, and service.

For many international brands, the complexity of onboarding, the tough negotiations, and the logistical requirements are a major hurdle. This is where specialized distributors like SURS come in. We act as your local arm in Switzerland and are ideal partners for market entry. We handle the entire process – from negotiating with purchasing and technical integration to warehousing and distribution. This allows you to leverage the benefits of a listing at Media Markt without having to tackle the operational hurdles yourself and minimizing the risks. We know the strengths and weaknesses of Swiss marketplaces and can provide you with strategic advice.

Do you want to fully tap into the potential of the Swiss market and place your products with leading retailers like Media Markt? Contact us for a no-obligation analysis of your opportunities.

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