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In Switzerland, the share of stationary retail has only increased slightly in recent years. Shopping with a smartphone or laptop is still popular. Spending per online purchase is increasing.
There are differences in purchasing behavior between Germany, Austria and Switzerland. A representative survey by the University of St. Gallen shows that stationary retail has increased more in neighboring countries than in Switzerland. Here, however, online shopping remains popular. “The offers and deliveries in the online business are relatively cheap,” says study author Thomas Rudolph from the Research Center for Retail Management at the University of St. Gallen.
The Swiss are more online-savvy than their German-speaking neighbors.
Another reason, according to Rudolph, is the online affinity of the Swiss population. In addition, the online shops of Swiss retailers are designed to be remarkably simple. Convenience plays a central role for customers. This must be taken into account, says Thomas Rudolph.
The survey shows that 44 percent of those surveyed in Switzerland perceive the range in the online shop to be more attractive than in the store. 23 percent of those surveyed consider the price of digital shopping to be more attractive compared to stationary retail.
Caption: Order online and have it delivered to your home: Shopping with your laptop is popular in Switzerland. Keystone/Archive/CHRISTIAN BEUTLER
From laptop to smartphone
A shift can be observed within digital purchases. More and more people are using their smartphones to shop online. “At Digitec Galaxus, two thirds of customers access the online shop using their smartphone,” says media spokesman Stephan Kurmann.
We are seeing a clear trend towards smartphones.
The Swiss online retailer’s observations coincide with the results of the survey by the University of St. Gallen. In Switzerland, 43 percent of respondents make their online purchases via smartphone. In 2017 it was just 12 percent.
Spending per online order is increasing
Those who ordered via laptop spent an average of 156 francs per purchase in 2017. It is currently just under 300 francs. Today, an average order on a smartphone costs a good 220 francs. In 2017 it was still 126 francs.
If you take into account both online orders and purchases in brick-and-mortar stores, the amount spent per purchase also increases continuously. The strongest increase since 2017 was recorded in the electronics sector (+57%). For clothing, spending per purchase has increased by 21 percent since 2017.
Experiential purchases are becoming more important
Online shopping, especially via smartphone, also has its downsides. “One in five people in Switzerland exhibits risky purchasing behavior. “The problem gets worse when I have the shopping center in my back pocket all day long,” says shopping addiction expert Christina Messerli. She advises that you definitely take the discomfort seriously and talk about it.