Study: Swiss SMEs Missing Out on Significant Digital Potential

A new study, "KMU Digital Pulse 2025," conducted by localsearch in collaboration with the Lucerne University of Applied Sciences and Arts (HSLU), highlights a significant gap between customer expectations and the digital offerings of Swiss small and medium-sized enterprises (SMEs).

The research indicates that 77% of the Swiss population wishes to search for and book services from SMEs online, yet only 3% of these businesses fully cater to this need. Furthermore, 82% of the public wants to find information about SME services online, but only 36% of SMEs maintain their own website. This digital deficit is particularly pronounced among micro-enterprises, where just one-third (33%) have a web presence.

As technology advances, artificial intelligence (AI) is rapidly becoming a crucial search channel. Already, one in five individuals uses AI tools like ChatGPT or Copilot to seek information on SME services. Looking ahead, approximately 50% of all age groups are expected to utilize AI assistants for such searches.

Stefano Santinelli, CEO of localsearch, stated in the study: "Switzerland is digital – its SMEs often are not. The AI revolution exacerbates this lag and calls the existence of many businesses into question." He emphasized that a lack of online visibility translates to lost business opportunities.

The study urges SMEs to leverage digital channels, including search engines, review platforms, and AI assistants, to enhance their visibility and reach potential customers. Comprehensive company profiles and optimized content are crucial for discoverability, not only through traditional search but also via AI-driven queries.