Swiss online fashion market returns to growth in 2025

The Swiss online fashion market has returned to growth in 2025 after five consecutive years of decline. Estimates for the market size vary due to methodological differences, ranging from CHF 2.09 billion to CHF 3.5 billion.

Zalando remains the market leader in Switzerland, with an estimated revenue of CHF 1.82 billion and the largest absolute growth. Shein recorded the highest relative growth at 16% compared to 2024, reflecting sustained demand for inexpensive fast fashion despite increasing political discussions regarding regulations and fees for Chinese ultra-fast-fashion providers.

In the mid-to-high-end segments, market dynamics are shifting. Best Secret has experienced significant growth, surpassing H&M in revenue, while H&M has seen stagnation for several years. Meanwhile, brands such as Bonprix and La Redoute continue to lose market share due to increased competition from platform models and fast-fashion retailers.