When most ecommerce businesses think about expansion, they look to large, accessible markets. But according to Patrick Wolf, Business Development eCommerce Manager at Swiss Post, the real opportunity may lie in smaller, more complex destinations — like Switzerland and Norway — where competition is low, margins are high, and customers are hungry for international products.

Big Potential in Small Markets

Wolf begins by challenging a common assumption: that all European consumers are alike. “A shopper in Switzerland doesn’t behave like one in Germany or France,” he explains. These “small and complex” markets are often overlooked because they come with logistical and regulatory hurdles — but those hurdles act as barriers to competition.

In fact, the average basket size in Switzerland is three times larger than the European average, and merchants that adopt DDP (Delivered Duty Paid) logistics see average growth of 41% year over year.

The No-Border Future of Ecommerce

Wolf envisions a future where ecommerce has “no borders.” Platforms will automatically generate customs data, tariffs, translations, and content — all powered by AI. While some of this is still aspirational, aspects are already happening today, especially on Asian platforms like Shein and Temu.

He warns that this levelling of complexity means brands should act now: “When everyone can do it, the advantage disappears.”

Real-World Advice for Merchants

For brands considering entry into Switzerland or Norway, Wolf urges action. “Start smart. Pick one destination. Look for a partner who can handle the pain points — logistics, taxes, and returns.”

Swiss Post's solution, Smartgate Flex, offers an integrated DDP service for both small and large merchants, complete with Shopify plugins or full APIs, fast customs clearance via a German hub, and CO₂-conscious delivery options.

Why This Matters

Wolf’s key takeaway? “Small markets punch above their weight.” They may be complex, but they’re rich in potential. With the right partner and smart setup, ecommerce brands can convert complexity into lasting advantage.