Switzerland is attractive, but operationally demanding

Switzerland can be a highly attractive ecommerce market for premium brands. It has strong purchasing power, high customer expectations and a consumer base used to buying from international companies.

The session from MS Direct and AG1 focused on what it takes to serve that market properly. For AG1, Switzerland represented a clear commercial opportunity, but the logistics model needed to improve. Costs were high, transit times were inconsistent and the delivery experience was not as reliable as the brand needed.

The discussion showed that cross-border growth depends on more than market demand. It also depends on whether the operating model can support customer expectations profitably and predictably.

Customs and taxes need to be designed into the journey

One of the strongest themes was the importance of getting customs and tax handling right from the beginning.

Switzerland sits outside the EU customs framework, which means brands need to manage data, documentation, clearance and registration properly. If those elements are not prepared correctly, parcels can be delayed at the border, creating customer frustration and additional operational work.

For AG1, the goal was to make the Swiss customer experience feel as close to domestic delivery as possible. That meant avoiding surprise costs, improving customs preparation and creating clearer processes around duties and tax handling.

Local last mile experience matters

The session also highlighted the importance of local last mile delivery.

Customers in Switzerland expect reliability, predictability and clear communication. Working with the right local carrier infrastructure can help brands deliver that experience more consistently, particularly in a market with specific geography and customer expectations.

For ecommerce brands, the last mile is not just the final operational step. It is the moment where the customer judges whether the promise has been kept.

Visibility supports better management

The discussion also showed why visibility matters across the full journey.

Clear shipment data, customs information, cost visibility and account management allow brands to manage performance more effectively. When delays or customs checks happen, proactive communication helps teams respond faster and protect the customer experience.

That transparency is especially important for subscription-led or repeat-purchase products, where delivery reliability can directly affect customer satisfaction and retention.

What this means for the DELIVER community

The AG1 and MS Direct case study is a reminder that cross-border markets should not be judged only by distance.

A country may be geographically close but operationally complex. For retailers and brands, the opportunity is to design market-entry logistics around customs, tax, transport, local delivery and returns as one connected system. For logistics partners, the value lies in simplifying that complexity and helping brands create a local-feeling experience across borders.

As ecommerce brands look for growth beyond their domestic markets, the ability to turn complex destinations into reliable delivery markets will become a key competitive advantage.