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E-commerce

Internet access
According to the Federal Statistical Office, 90% of the adult population in Switzerland used the internet in 2017. There was particularly striking growth in users aged 65 and over. The amount of time spent online has also been increasing. Switzerland has the seventh fastest internet speed worldwide. Internet penetration was 89% in 2018, a 2% increase from 2017. Penetration rate in the French speaking areas of the country was 88%, while it was 89% in the German speaking regions and 81% in the Italian speaking portion of the country. The regions with the highest connectivity rates - 90% - are Espace Mitteland, Zurich and Zentralschweiz. On the other hand, Ticino is the least connected region, with a rate of 81%. Google is by far the most popular search engine in the country. As of July 2018, the leading search engines in Switzerland ranked by market share were Google (93.36%), Bing (3.73%), DuckDuckGo (1.36%), Yahoo! (1.01%), MSN (0.3%) and YANDEX RU (0.1%).
E-commerce market
In 2017, Swiss B2C e-commerce turnover was estimated at US$ 12.5 billion, a 10% growth from the previous year. In Switzerland, 95% of the population aged between 16 and 65 regularly use the internet, and 90% of them shopped online at least once in 2017. According to a research by Ecommerce Wiki, e-commerce is expected to significantly increase over the next few years. The e-commerce market is also becoming more well rounded, and the dominance of a few big online stores is growing. Laptops and computers are by far the most popular devices used to buy products, with 41% of online shoppers using their computers monthly to make purchases. Even though computers and laptops are the most popular devices, smartphones and tablets are gaining popularity, especially among men (69% of internet users using smartphones and tablets to shop online were male). However, only 9% of Swiss online shoppers frequently use smartphones to make a purchase.
E-commerce sales and customers
In 2017, there were 6.6 million e-shoppers in Switzerland. Of all the internet users in the country, 90% of them have shopped online at least once. On average, Swiss consumers spend US$ 2.460 online annually. Even though local websites are popular, the majority of Swiss e-shoppers (64%) make their purchases cross-border. This is due to the high value of the Swiss Franc and pricing transparency. Of those foreign websites, the German e-commerce websites are the most popular ones, as 51% of cross-border sales come from Germany. The second most popular one is China, accounting for 23% of all foreign purchases. Online shopping is increasing amongst all age groups. However, the highest share of e-shoppers is aged between 25 and 34, followed by those aged 35 to 44, 15 to 24, 45 to 54, 55 to 64, 64 to 74 and lastly 75 and over. The average time spent online by e-shoppers is 3 and a half hours a day, but almost a quarter of them (22%) spend over 5 hours online every day. The most popular product categories are clothes, transport, books and travel. Additionally, the most popular online payment methods in Switzerland are paying by invoice, credit card, Paypal and cash on delivery.
Social media
As of January 2018, 4.4 million people in Switzerland were active social media users. Of those users, 67% log into their social media profiles every day. Penetration rate was 51% in 2017, and it is expected to reach 55.2% by 2022. Social media is becoming increasingly popular with all age groups, but the largest share of users currently belongs to the age group between 20 and 29 years old (30%). As of July 2018, the leading social media platforms in Switzerland ranked by market share were Facebook (60.18%), Pinterest (20.85%), Twitter (8.06%), YouTube (4.63%), Instagram (2.62%) and Tumblr (1.84%). 

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Actualitzacions: May 2022

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