Surprising E-Commerce Trends: HSG Study 2024
A recent study by the Research Center for Retail Management at the University of St. Gallen, conducted by Thomas Rudolph, Nora Kralle, Tim-Florian Gerlach, and Ewald Bierbaum, provides fascinating insights into internet usage in Switzerland and reveals the most popular online retailers of 2024. Particularly noteworthy: Chinese platforms like Temu and Shein are gaining significant traction in the Swiss market.
The Digital Transformation is Changing Consumer Behavior
The internet has become an indispensable part of our daily lives and continues to evolve rapidly. Technologies such as artificial intelligence and the metaverse are increasingly shaping how we work, communicate, and shop. But how does this transformation impact the motives behind internet usage and online shopping behavior? These questions are at the heart of the long-running study “Internet Usage and E-Commerce in Switzerland,” conducted for 24 years by the Research Center for Retail Management (IRM-HSG).
For the 2024 edition, the study surveyed 1,334 Swiss consumers at the end of the year. It focused on the motives for internet usage and the top 10 most popular online retailers. The findings reveal that while traditional usage motives remain stable, significant shifts are occurring in other areas.
What Drives Internet Usage in Switzerland?
The main motives for internet usage have remained stable over the years: communication with others (63.0%), reading news (59.6%), entertainment (58.8%), and searching for product information (53.2%) continue to top the list—although their share has slightly decreased compared to previous surveys.
Other motives, such as further education (49.5%) and conducting personal research or studies (36.3%), have also shown a decline. A particularly significant drop was observed in the use of the internet for working from home (30.8%), which is attributed to the return of many employees to their offices post-Covid-19 pandemic.
On the other hand, motives like listening to music (51.5%), performing professional tasks (44.8%), and online shopping (49.2%) gained importance. These E-commerce trends highlight the growing influence of digital consumption on daily life.
Chinese Platforms Push Into the Swiss Market
The study also reveals that Chinese platforms such as Temu and Shein are increasingly gaining market share in Switzerland. They benefit from an attractive price-performance ratio and a diverse product range, which particularly appeals to younger demographics. This development could, in the long term, shift the power dynamics within Swiss e-commerce.
Conclusion: A Dynamic Market with New Challenges
The results of the HSG study illustrate the profound impact of digital transformation on consumer behavior. While traditional motives remain stable, factors like entertainment, music listening, and online shopping are becoming more relevant. At the same time, new players like Temu and Shein are entering the market, intensifying competition. For Swiss retailers, this means adapting to changing consumer habits and growing international competition.
What do you think? How will e-commerce in Switzerland evolve in the coming years? Share your thoughts in the comments!
Chinese Online Retailers Enter the Top 10 in Switzerland
Online shopping continues to grow in Switzerland, and this is reflected in the ranking of the most popular online retailers. At the top are Amazon (10.5%), Galaxus (9.0%), and Zalando (8.4%). In addition to Galaxus, five other Swiss retailers made it to the top 10, one less than in 2021.
Notably, three Chinese companies have also made it into the list. Temu, with 4.6% of the mentions, ranks in 4th place, while Shein (1.7%) and AliExpress (1.5%) occupy 8th and 10th place, respectively. These providers are particularly successful due to their extremely low prices and a wide range of products, securing them growing market shares.
For more details on the success strategies of Chinese platforms, check out the Temu Trend Report by IRM-HSG.
Conclusion: Internationalization Shapes the Swiss Online Market
The study shows that Swiss consumers are increasingly using the internet for shopping, with international providers, particularly from China, gaining significant influence. Platforms like Temu, Shein, and AliExpress have secured their place among the top online retailers in Switzerland due to low prices and an extensive product range. This e-commerce trend emphasizes the growing internationalization of the Swiss online market.
At the same time, the internet remains a versatile medium, even though other motives—besides shopping—have slightly declined in importance. It appears that many consumers are appreciating activities outside the internet again, suggesting a desire for a balanced lifestyle where the internet plays an important but not dominant role.
Find the full study here.