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E-Shopper Barometer 2025

The largest survey on online shopping behaviour in Europe

Commissioned by Geopost, the study was conducted between 31 May and 7 July 2025, with over 30’000 interviews in 22 European countries. In Switzerland, more than 1’000 people aged eighteen and over took part in the survey. The study has provided us with in-depth knowledge of purchasing behaviour and the online shopping experience.

Good to know:

80 % of Swiss consumers shop online

71 % say that online shopping reduces stress

Nearly 59 % of regular E-shoppers make purchases on at least one social media platform

The following results refer to regular online shoppers in Switzerland. Regular E-shoppers are between eighteen and seventy years old and purchase at least one item online per month.

The top 3 product categories for online shopping in Switzerland

Mode

Mode 57 %

Schuhe

Shoes 55 %

Beauty

Beauty 48 %

Use of social media increases significantly

Small Business - Online Seller Small Business - Online Seller

Use of social media increases significantly

  • 97 % of regular E-shoppers use a social media platform at least once a week
  • Reasons for using social media include: gathering more information about products (42 %), following content from brands or individuals (38 %), and watching product-related videos (36 %)
  • 74 % use at least one social media platform to find inspiration and ideas

Home delivery remains the most popular delivery option among Swiss e-shoppers. The preferred delivery locations are:

At home

At home 69 %

Parcel shop

Parcel shop 16 %

Parcel locker

Parcel locker 15 %

Post office

Post office 14 %

Environmentally friendly delivery options are of great importance

DPD-Van-sustainability DPD-Van-sustainability

Environmentally friendly delivery options are of great importance

  • 59 % of regular e-shoppers believe that having the option to choose an environmentally friendly delivery alternative is important when shopping online.
  • 71 % of these shoppers would be more likely to choose a retailer that offers environmentally friendly delivery options.

Various delivery preferences

According to the importance index (average index: 100)

Realtime

Real time info on delivery (151)

Lieferung am Folgetag

Next day delivery (131)

Lieferung umleiten

Several delivery options (129)

Lieferzeitfenster

Select day and one-hour window delivery in advance (128)

Möglichkeit, die Zustellung zu verschieben

Possibility to reschedule delivery (120)

Online shopping on foreign websites is very popular

website_illu website_illu

Online shopping on foreign websites is very popular

  • 84 % of regular e-shoppers buy from foreign websites.
  • Reasons for this include, in particular, the availability of exclusive products and prices.

*The document containing more detailed information and graphics is available in English.