University of Applied Sciences for Economics: AI and TWINT Transform Swiss E-Commerce

The University of Applied Sciences FHNW's online retailers survey conducted for the eighth time highlights the rapid adoption of artificial intelligence (AI) in Swiss and European e-commerce. From text creation and image generation to SEO and marketing optimization, retailers are increasingly using AI tools like ChatGPT and Gemini. At the same time, the rapid development of these tools poses challenges for all involved – from lack of know-how to questions of data security.

High participation from Switzerland and European countries This year's survey involved 643 online shops from the Business-to-Consumer (B2C, 91%), Business-to-Business (B2B, 49%), and manufacturer shops (9%). 581 participants were from Switzerland, supplemented by 27 from Austria, 20 from Germany, and 15 from other European countries.

AI in e-commerce: Usage areas growing rapidly Almost all surveyed retailers use AI for text creation and translations. Two-thirds of the shops generate product descriptions via AI. Nearly half create product images with the help of AI. The use of AI in SEO, marketing campaigns, programming, and analytics is increasing significantly. However, chatbots are still being used cautiously – a quarter of them are in planning or testing.

Thanks to AI, many retailers achieve time and cost savings, enhance process and marketing efficiency, and improve their Google ranking. ChatGPT (OpenAI), with 85% relevance, is the most important Large Language Model (LLM) in e-commerce, followed by Google Gemini (32%), Microsoft Copilot (28%), and Perplexity.ai (20%).

Challenges in AI implementation Nine out of ten retailers report difficulties in integrating AI, primarily due to lack of time to engage with it, lack of expertise, limited budget, and unclear selection of suitable tools. Data security and privacy remain central issues (75% of respondents see medium to major challenges here). Other problem areas include high system costs and AI errors (so-called 'hallucinations').

Concerns in online trading The greatest concerns of retailers include the market: intensified competition, price pressure; marketing: decreasing budgets, increasing costs; personnel: shortage of skilled workers, lack of know-how; fraud, cyberattacks, and internet crime are significantly increasing.

TWINT is the number 1 for the first time in online payment TWINT, alongside credit cards, is the most used payment method in Swiss online retail in 2025.

Among payment service providers, Payrexx, Saferpay (Worldline), PostFinance Payment, and Wallee are leading. In the 'Buy Now, Pay Later' field, TWINT (30 days), CembraPay, Klarna, and the MF Group remain at the top.

The study clearly shows: AI technologies fundamentally change online retail – offering opportunities to increase efficiency, while also presenting retailers with technical, organizational, and legal challenges. At the same time, customer payment behavior is shifting towards mobile, local solutions.

Project Management University of Applied Sciences Northwestern Switzerland FHNW School of Business Prof. Dr. Darius Zumstein Institute for Competitiveness and Communication Riggenbachstrasse 16 4600 Olten T +41 62 957 26 46 darius.zumstein@fhnw.ch

Contact University of Applied Sciences Northwestern Switzerland FHNW School of Business Gabriela Rüegg Communication and Marketing Riggenbachstrasse 16 4600 Olten T +41 62 957 23 97 (Direct) gabriela.rueegg@fhnw.ch www.fhnw.ch/wirtschaft

The School of Business FHNW The School of Business FHNW is internationally oriented and practice-oriented. It educates 3,000 Bachelor and Master of Science students in Basel, Brugg-Windisch, and Olten and leads the field among the universities of applied sciences in Switzerland with its broad range of business continuing education offerings. It has more than 200 cooperation partners worldwide and offers international, tailored educational programs. It is deeply rooted in the region and a point of contact for small and medium-sized enterprises as well as (non-profit) organizations. Since 2021, it has been among the 6% of all business schools worldwide that are AACSB accredited.

More information at www.fhnw.ch/wirtschaft

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