Behind the scenes
From gamers to gardeners – how Galaxus and Digitec’s customer base is changing
by Alex Hämmerli
Top sellers: 4% of our range generates 80% of our turnover
27/1/2022
Translation: Veronica Bielawski
Of the almost 3.5 million products in the Digitec Galaxus range, around 600,000 were purchased at least once in the last three months. The online retailer generates 80 per cent of its sales with just 4 per cent of its product range – the top sellers. Nevertheless, less popular products are almost as important for success.
We humans are simultaneously loners and herd animals; while many of us impatiently wait for the next iPhone, very few are hobby anglers on the hunt for sturgeons. Still, Digitec Galaxus offers both mainstream phones and specialised equipment for fishing fanatics – true to the slogan «Pretty much everything».
An analysis of all sales in the last quarter of 2021 shows just how important top sellers such as iPhones, Pampers diapers and ink cartridges are for Digitec Galaxus. According to the report, the online retailer generated 80 per cent of its sales during this period with just 4.4 per cent of its range.
In Switzerland and Liechtenstein, customers of the consumer electronics provider digitec and online department store Galaxus had a total of 3.4 million products to choose from. Of these, customers looked at only half – or just under 1.8 million. Overall, only one in six available products were purchased at least once. In Germany, the numbers are even more staggering: there, just under two per cent of the product range is responsible for 80 per cent of turnover.
The chicken or the egg? Both!
Does this mean that in-stock products only sell so well precisely because they’re in stock and will be delivered more quickly? «Yes and no,» says Osman Erdogan, who, as Head of Platform Business Management, knows this topic inside out: «We stock products that our experience and algorithms show will sell well – and the short delivery time makes them all the more popular.»
9 out of 10 products are stored elsewhere
Fashion range goes mostly unnoticed
What’s striking at Digitec Galaxus is the ratio between the available products in the clothing and shoes sector and those actually sold. Of the sweaters and winter boots available, only one in ten had been purchased by Swiss customers at least once in 2021. In the case of the aforementioned fishing accessories, the sales rate was as low as nine per cent. An above-average number of these items are stored at marketplace retailers.
It’s a stark contrast to toys, baby supplies and consumer electronics; in the past three months, customers purchased 42 and 37 per cent, respectively, of the available products. Correspondingly, Digitec Galaxus stocks many of these products in its own facilities.
What do you buy from Digitec Galaxus? Which hobby do you shop for at Digitec Galaxus? What would you consider to be gaps in our range? Let us know in the comments!
Visuals: made with Flourish.
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.
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