E‑commerce growth marketMore than an online shop

E-commerce is a growth market: sales in online retail are increasing year on year. However, operating an online shop is a challenge. From marketing to ordering to logistics, an entire network of services contributes to the success of a business.

MarketingProminence in the online world

Attention is common currency on the web. Competition is immense and no prospective buyer simply drops into an online shop by chance. With this in mind, and in addition to online advertising measures, offline marketing continues to play an important role.

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  • The final click leading to the shop website

    From banner advertising to adverts and search machines to social media and e-mail marketing, there is a wide choice of online advertising media. Ideally, this gives rise to the desired click leading to the shop website, but in the worst-case scenario, advertising which is too intrusive can damage corporate image.

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  • Trumps in offline advertising

    TV, print and direct mailing are by no means redundant. The all-round advertising treatment of prospective buyers involves appealing to them in the offline world. Take, for example, a letter: paper can be used to appeal to all the senses.

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OrderingCustomers know what they want

Potential buyers decide when, how and where they shop. This can be on- or offline. They can pull out of the purchasing process at any point. This means it is critical to make the process as simple as possible.

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  • Make convenience a priority

    A well-designed online shop is the pivot and the keystone in turning visitors into buyers. Accordingly, the easier and quicker shop visitors can place an order, the more likely they are to become buyers.

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  • The shop for every situation

    Two-thirds of Internet users in Switzerland already access the Internet using their smartphone. Shopping behaviour is also becoming increasingly mobile. Any online order placed when out and about is more of an impulse buy.

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PaymentThe final stretch in the purchasing process

Users have a clear idea of how they would like to pay. In Switzerland, customers prefer orders on account and with credit cards. 40 percent of customers use the PostFinance debit card for shopping.

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  • Trust for trust

    Alongside credit cards, payment on account remains the preferred payment option for consumers in Switzerland.

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  • Simple and secure, please

    Does the price correspond to the service? In stationary outlets, consumers can easily check this. They want the same guarantee in an online shop.

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LogisticsWith parcels in the offline world

To a certain extent, shipping is the hardware of e‑commerce: this is the only point where there is physical contact between the online shop and the customer. But logistics is more than that: it has now become a marketing tool.

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  • The return ticket in shipping

    Goods should reach the buyer quickly and with no incidental expenses. Yet shipping is not a one-way street: depending on the product, returns can also play a key role.

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  • The pivot and keystone of the shop

    The warehouse is a dynamic place: it must reflect the volume of orders while being able to take receipt of return shipments.

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Customer careFrom passers-by to regular customers

They have already made a purchase. The real skill is turning one-off customers into enthusiastic regular customers. The customer journey plays an important role here and a vital question is how the customer can communicate with you.

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  • The voice of the online shop

    Customer service naturally extends throughout the entire e‑commerce process. Yet a shop operator’s customer service is a place for personal contact.

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  • Know your customers

    From a customer’s address to their behaviour, e‑commerce generates huge volumes of data which must be managed. The goal: customer care and customer retention.

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Any questions?

If you have any questions or are looking for an experienced partner for your digital commerce projects, we would be happy to hear from you.

Source details

  1. E-commerce Growth Market
    Verband des Schweizerischen Versandhandels
    Swiss online and mail order market 2017 (PDF, De)
  2. Marketing
    Media Focus Schweiz – advertising presence, media presence, e‑commerce, expertise
  3. Ordering, Payment, Customer care
    Swiss e-commerce trend indicator 2017 from the University of Applied Sciences in Business Administration Zurich (HWZ) and Swiss Post
    Barometer 2017 EN results (PDF, En)
  4. Logistics
    Swiss Post Ltd