What is E-Commerce? Definition, Costs & Tips 2026

What is e-commerce? A clear definition for 2026

The question “What is e-commerce?” sounds simple, yet behind the term lies a multifaceted field of business that has fundamentally changed trade. E-commerce – short for electronic commerce – refers to the buying and selling of goods and services over electronic networks, especially the internet. This includes classic online shops, digital marketplaces, B2B platforms and mobile commerce (Wikipedia).

For Swiss businesses, e-commerce is no longer an optional sideline. According to the Federal Statistical Office, 93% of the Swiss population use the internet regularly, and 78% of internet users have bought something online within twelve months (FSO, Omnibus ICT survey). An SME that is not present online therefore leaves a considerable share of potential customers untouched.

The most important e-commerce models at a glance

To understand in detail what e-commerce means, it is worth looking at the different business models. Not every model suits every business – the choice depends on target group, product range and company size.

• B2C (Business-to-Consumer): The classic – businesses sell directly to end customers. Examples in Switzerland are Digitec Galaxus or Zalando.
• B2B (Business-to-Business): Businesses trade with one another, for example via platforms such as Mercateo or Bossard. Ordering processes are digitalised and automated.
• D2C (Direct-to-Consumer): Manufacturers bypass intermediaries and sell their products directly to customers – a model that is becoming ever more popular thanks to dedicated online shops.
• Marketplaces: Platforms such as Amazon, Ricardo.ch or tutti.ch bundle offers from various sellers and enable a quick market entry.

The D2C model in particular gives SMEs the chance to increase margins and build a direct customer relationship. Anyone wishing to go down this route should have an online shop built professionally – one that convinces technically, visually and functionally.

The Swiss e-commerce market in figures

Switzerland is among the most mature e-commerce markets in Europe. B2C online retail generated sales of around CHF 14.4 billion in 2023 (Handelsverband.swiss / VSV). After the record pandemic year of 2022 with CHF 14.9 billion, there was a slight consolidation, but e-commerce's share of total retail remained stable in 2023 at an estimated 15–17% (VSV/GfK). By 2026 this share has consolidated further.

The largest Swiss online shop, Digitec Galaxus, reported sales of CHF 2.3 billion in 2023 (Galaxus press release). In peak weeks, Swiss Post alone shipped around 11 million parcels (Post CH AG, annual report). These figures make it clear: what is e-commerce in Switzerland? It is a multi-billion-franc branch of the economy with lasting growth potential.

Payment methods Swiss customers expect

A successful online shop takes local payment habits into account. With more than 5 million active users, TWINT is Switzerland’s most widely used mobile payment method (TWINT AG). Alongside it, credit card, purchase on invoice – particularly popular in Switzerland – and PayPal remain relevant options (Datatrans / Netcomm Suisse). Anyone who does not offer these methods risks abandoned purchases.

What does e-commerce cost Swiss SMEs?

One of the most common questions is: What does your own online shop cost? The answer depends heavily on platform, scope of functions and degree of customisation. Here is an overview of common solutions:

• Shopify: from approx. CHF 30–350 per month depending on the plan (shopify.com)
• WooCommerce (WordPress): open source, hosting and plugins from approx. CHF 20–100 per month
• Shopware / Magento: enterprise solutions from approx. CHF 500 per month upwards
• Professional shop development by an agency: approx. CHF 5’000–50’000+, depending on complexity

Investing in a professional shop usually pays off quickly – provided strategy, design and technology are right. If you need a solid digital foundation, you can have your website built by eSys Agency and link it seamlessly to a shop system.

Getting started in e-commerce successfully: practical tips for SMEs

Once you have understood what e-commerce means, the next question follows: how do you get started? The following points help Swiss SMEs avoid typical stumbling blocks:

• Define your target group: Analyse who buys your products online, and align shop design, range and marketing accordingly.
• Choose your platform strategically: What counts is not the cheapest but the most suitable solution. Consider scalability, integrations and support.
• Integrate Swiss payment methods: TWINT, invoice and credit card are a must for high conversion rates.
• Observe legal requirements: The new Swiss Data Protection Act (DPA), as well as clear terms and conditions, withdrawal policies and legal notice obligations, must be met.
• Optimise SEO and performance: A fast, search-engine-optimised shop generates organic traffic and lowers advertising costs in the long term.

SMEs without an in-house IT department in particular benefit from outsourcing the entire process to an experienced agency. At eSys Agency we support you from concept to launch – so that your entry into e-commerce is measurably successful. Get non-binding advice now and have your online shop built.