Behind the scenes
Batteries hold on to top spot in our 2024 bestseller rankings
by Alex Hämmerli
From gamers to gardeners – how Galaxus and Digitec’s customer base is changing
13.5.2025
Translation: Veronica Bielawski
The generational shift is in full swing at Galaxus and Digitec. In 2024, customers aged 40 generated more sales at the online shop duo than younger customers for the first time. And those over 60 are catching up especially quickly.
From 2014 to 2024, Galaxus and Digitec increased their number of active customers more than tenfold, with a good 4.6 million customers shopping at the online shop duo last year, compared to just over 450,000 in 2014. Sales bloomed to 3.2 billion Swiss francs (3.3 billion euros) in the same period – that’s five times the figure in 2014.
In recent years, more and more people have discovered online shopping. At the same time, the average online shopper is spending less money per order on Galaxus and Digitec. Why is that? In 2014, customers mainly ordered high-priced IT and electronics. Today, on the other hand, the 10 bestsellers include cheaper products.
Of course, there are still customers who order a new mobile phone and graphics card every year. But there’s also an increasing number of people opting to purchase everyday necessities online, such as diapers, cleaning products and drinks.
Silver surfers are catching up
Another thing that has changed in recent years is the age distribution of Galaxus and Digitec’s customers. Although the younger age groups are also growing, the older ones are catching up. In 2014, three out of ten customers were 29 years old or younger, compared to less than two out of ten last year. At the same time, the proportion of customers over 60 has increased by 50 per cent to nine per cent.
In terms of sales, silver surfers aged 60 and over are responsible for one in ten francs spent on Galaxus and Digitec. And last year, for the first time, the majority of the online retailer’s sales – 51 per cent – came from customers aged over 40.
The three factors driving the trend
Florian Teuteberg, CEO and co-founder of Digitec Galaxus, sees three main reasons for the online shopping boom among the older population:
- Covid-19: During the lockdowns, many older people discovered online shopping – and how cheap and convenient it can be, not to mention how large the selection is. Many have shed their inhibitions and become accustomed to online shopping. This is further helped by the fact that older customers can often afford more than younger customers thanks to savings and higher incomes.
- The demographic trend: Society is getting older (link in German). The proportion of people aged over 40 is increasing – and with it, their share of purchases at Galaxus and Digitec. We also slip into the older age groups as time passes; if you shopped online ten years ago at age 40, chances are you still shop online today at 50. This is also referred to as generational change, meaning today’s pensioners are no longer part of the same target group as ten years ago. Many of them have come to terms with digitalisation.
- The expansion of the product range: Prior to the launch of Galaxus in 2012, its sister shop Digitec, founded in 2001, only sold IT equipment and electronics. Galaxus and Digitec now offer over 8.3 million products, from aftershave to cat food to sonic toothbrushes. The growing product range makes online shopping attractive to more and more people, with Galaxus and Digitec also offering more and more products that appeal to people over 40.
Some people game on their PCs, others plant tomatoes
As speciality stores are disappearing from city centres, the selection on the internet is growing. In recent years, Galaxus and Digitec have deliberately added products to their range that are popular with older consumers in particular.
The following analysis shows that this applies not only to blood pressure monitors, walking aids or incontinence products, but also specifically to products for the car and garden, DIY and office supplies. Young people, on the other hand, buy significantly more computers and related components, face creams and nutritional supplements.
In other words, Digitec and Galaxus have evolved from a platform for tech enthusiasts into a shopping realm for all age groups and tastes. The generational shift in e-commerce is in full swing – and with an ageing society, it’ll only intensify in the coming years.
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.
