Online Retailer Survey 2025: The Rapid Adoption of AI in Swiss E-Commerce (Handelsverband.swiss / NIQ)

Summary

• The eighth survey covered 643 online shop operators, of whom 581 (91 percent) are Swiss.p.10
• 82 percent of participants operate in B2C, 49 percent in B2B and nine percent in D2C.p.10
• 83 percent of surveyed online retailers already use AI to create and translate texts.p.3
• Thanks to AI applications, 88 percent of respondents save a lot of time and often costs.p.3
• Seven out of ten retailers see a benefit in higher efficiency of sales and marketing processes.p.3
• Temu's estimated Swiss turnover doubled from CHF 350 million in 2023 to CHF 700 million in 2024, behind Amazon with 910 and Ricardo with 800 million Swiss francs.p.10
• 37 percent of the retailers sell in both B2C and B2B.p.12

Key insights

1. Together with Shein's 250 million Swiss francs, the three largest Asian e-shops achieve total sales of approximately 1.4 billion Swiss francs.p.10
2. Exactly half of respondents are omnichannel retailers, and 28 percent are pure players.p.13
3. Two-thirds of online shops create product texts with AI, and almost half generate AI product images.p.3
4. One in four online retailers has a chatbot planned or in testing.p.3
5. Galaxus dominates the Swiss marketplace landscape, followed by Ricardo, Amazon and Tutti.p.3
6. 44 percent say their online shop primarily shows product lists with images and prices.p.13