AI is still used relatively little in personalization and customer service, for example, by digital sales advisors and service chatbots (9%). However, it is striking that a high proportion of companies are currently planning and testing various specific AI applications. According to Zumstein, “AI has arrived in the digital economy in a short space of time and is not just a buzzword. Alongside the many opportunities it creates, 44 percent of retailers still view AI as a challenge.”

A lack of specialist knowledge and use cases coupled with difficulties integrating AI into existing business processes are among the biggest hurdles. Some also criticize the lack of quality and accuracy of AI. 

“Almost a third of online retailers do not invest in training or developing their employees, which could lead to a competitive disadvantage in the long term,” explains Fabian Oehninger from ZHAW.

The trend towards marketing products using search engines and social media such as TikTok stores, Instagram, and YouTube continues unabated. The high dynamism and speed in digital marketing and sales affect not only the technology but also markets and marketing. While price and cost pressures are on the increase, resources remain scarce in an increasingly complex and demanding market. 

Competition in Swiss e-commerce is intensifying owing to Asian platforms such as Temu and Shein. Since Temu entered the market in 2023, more and more retailers have faced substantial price and cost pressures, with four out of ten retailers reporting a squeeze on prices and margins, among other things. Those affected are now trying to differentiate themselves through high-quality, exclusive, or sustainable products, branding, and superior customer service. Sixty-one percent of the online retailers surveyed said they had not yet noticed any impact of these Asian platforms on their businesses. However, this could change if Temu and similar outfits expand their product ranges and further strengthen their European presence. 

Study(PDF 11,9 MB) (German)