Swiss online fashion retailing saw growth in 2025 for the first time in five years, according to the latest market update from e-commerce consultancy Carpathia. However, the exact size of the market remains a matter of debate, with estimates ranging from 2,09 to 3,5 billion Swiss francs, depending on the source.
While the overall Swiss fashion market – including clothing, shoes, sportswear, and accessories – declined by 1,9 percent to 7,85 billion Swiss francs, according to NIQ, online sales rebounded. The Swiss Retail Federation (Handelsverband.swiss) puts online sales at 2,09 billion Swiss francs, reporting an increase of 2,5 percent. Carpathia estimates the market volume at around 3,5 billion Swiss francs. The discrepancies are due, among other things, to differing data collection methods and the difficulty of tracking international suppliers and cross-border orders.
Zalando continues to dominate
Zalando remains the undisputed market leader. According to estimates by Carpathia, the Berlin-based online retailer generated sales of approximately CHF 1,82 billion in Switzerland in 2025, thus recording the largest absolute revenue growth in the market. Together with its now-acquired competitor About You, the platform is approaching the CHF 2 billion mark in Swiss sales.
Zalando benefits not only from its end-customer business, but increasingly also from its partner and platform model. More and more brands are using the company's infrastructure for sales, logistics, and marketing.
Shein is growing the most
Shein once again achieved the highest growth rates among the major fashion retailers. The Chinese ultra-fast fashion provider increased its sales by around 16 percent compared to the previous year, thus consolidating its position among the country's leading online fashion retailers. Shein had already overtaken H&M, the former industry runner-up, in the Swiss online fashion market in 2024.
At the same time, Temu continues to gain market share. Together, the two platforms serve the high demand for affordable fashion and shoes. According to estimates by Carpathia, Asian suppliers are now siphoning off a significant amount of revenue from the Swiss clothing and footwear market.
Best Secret overtakes H&M
Shifts are also occurring in the mid-range and premium market segments. Best Secret continues its growth trajectory and, after overtaking About You, has now also surpassed H&M. Since 2022, the shopping club has more than doubled its revenue. In contrast, providers like Bonprix and La Redoute continue to lose ground and are increasingly under pressure from platforms, fast-fashion retailers, and the intense competition in online retail.
Platforms shape the market
The latest figures primarily reveal a structural shift in Swiss online retail. Platform models are gaining further traction, while traditional mail-order companies and brick-and-mortar retailers are losing market share. At the same time, political pressure is mounting on providers like Shein and Temu. Stricter controls, additional fees, and expanded labeling requirements for low-cost imports are being discussed in Switzerland and across Europe.
