An online store today must do more than just sell
PCtipp has compared the online stores of Swiss electronics retailers. There are differences not only in prices, supported platforms and the number of products available from stock. The best stores shine above all when it comes to additional services - from repairs and support to product tests and advice articles.
The online stores of electronics retailers Brack, Digitec, Interdiscount, Media Markt, Melectronics, Microspot, PCP and Steg Computer & Elektronik were tested. A well-functioning web store is based on several pillars. Important factors are ease of use, good search and product selection, and fast delivery. On the positive side, almost all of the retailers tested have done their homework in these areas. However, PCP's store is no longer up to date. Although the retailer has a wide range of products, the presentation is old-fashioned. The store already looks cluttered on a large PC screen, and the overview is quickly lost on a small smartphone display.
Free shipping of products is part of the good tone of many online retailers (also in other industries). However, buyers should always look carefully: Because free shipping does not apply everywhere, regardless of the value of the purchased product. At Brack, Digitec, Interdiscount and Microspot, for example, the postage costs are only waived for purchases of around 50 francs. According to our random checks, the lowest prices are at Microspot and Steg. However, this can change quickly, since the retailers constantly adjust their prices.
Content marketing is on everyone's lips, and not without good reason. Additional buyer's guides, workshops and videos are intended to give customers a much more comprehensive picture of the products. In addition, this is how online stores bind visitors to their site, as they no longer just stop by to make a purchase. Digitec is clearly ahead here: no other retailer offers such a wealth of product tests and videos. But the competition is not sleeping: Brack, Microspot and Interdiscount have also started to integrate such "editorial" additional services into their stores.
