In Just Three Years: Temu Enters Switzerland's Top Five E-commerce Platforms with $1.25 Billion in GMV

【Ebrun Exclusive】July 12th News: The Chinese cross-border e-commerce platform Temu has achieved a milestone in the Swiss market. According to the latest annual rankings released by consulting firm Carpathia, Temu has entered the top five online retailers in the country since its entry into the Swiss market in April 2023.

Estimates for 2025 show that Temu's sales in the Swiss market have reached approximately 1 billion Swiss francs, equivalent to about $1.25 billion, achieving a leap from zero to the billion-level in just three years.

David Morant, co-owner and consultant at Carpathia, commented on this, stating that with Temu's debut in the top ranks of the list, Switzerland has, for the first time in its history, seen four online retailers simultaneously surpass annual sales of 1 billion Swiss francs. This change signifies a further increase in the concentration of Switzerland's e-commerce market.

Based on sales estimates, the current top four companies in the Swiss online retail market are: Galaxus with approximately 2.3 billion Swiss francs, Zalando with about 1.82 billion Swiss francs, Digitec with around 1.05 billion Swiss francs, and Temu with roughly 1 billion Swiss francs. The combined sales of these four companies total about 7.1 billion Swiss francs, accounting for half of the total sales of 14.2 billion Swiss francs generated by the top 50 online retailers on the list, indicating a significant head effect.

Morant further pointed out that in recent years, a large portion of the new sales in the Swiss e-commerce market has come from Galaxus and Temu. Together, these two companies have contributed approximately 950 million Swiss francs in new sales to the Swiss e-commerce market. In contrast, Amazon's development in the Swiss market has nearly stagnated in recent years, forming a stark contrast with the growth trends of the aforementioned two platforms.

Regarding the reasons for Temu's rapid success in winning over Swiss consumers, Morant believes the key lies in its proactive adaptation of services to meet local consumer demands. Using payment methods as an example, he noted that Temu supported the local Swiss mobile payment app Twint as a payment option very early on. This move helped build consumer trust and lowered the psychological barrier for new users to try a cross-border platform.

In fact, although Switzerland is not a core site for Temu in Europe, its performance in this region has been relatively prominent, and it was also included relatively early in the coverage of Temu's 'local-to-local' model.

Starting from September 15, 2025, Temu officially opened its 'local-to-local' merchant recruitment program to local Swiss businesses, allowing Swiss retailers to open stores directly on the platform and ship locally, enabling faster delivery times and product offerings more aligned with local demand. This model adjustment further consolidated Temu's competitiveness in the Swiss market.

Looking back at Temu's development trajectory in Switzerland, the platform entered the Swiss market in 2023. Market research that year indicated that Temu had entered the top ten list of 'most popular online shopping platforms' in Switzerland within just a few months. In the first half of 2025, according to Similarweb data, Temu ranked sixth among local e-commerce websites in terms of traffic share. From a surge in traffic to entering the top five in sales, Temu's aggressive expansion in the Swiss market is being realized in terms of market share.

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