Migros Online Ahead of Integration into Galaxus: What Merchants Need to Know About the Restructuring
Migros loses market leadership in Swiss e-food to Coop. The group is now examining whether Digitec Galaxus will take over the loss-making online business. For suppliers and service providers, this means new interfaces and changed terms.
The Migros Group faces a strategic turning point in online retail. After its subsidiary Migros Online (formerly LeShop) had to cede market leadership in Swiss e-food to Coop in 2025 – Coop reported CHF 375 million in revenue, up 10 percent – the head of Migros Online is stepping down. In parallel, an unauthorized cooperation between individual Migros supermarkets and Just Eat caused unrest. The group is now examining whether Digitec Galaxus, the group's online specialist, will take over the grocery business.
Starting Position: Galaxus Grows, Migros Online Shrinks
Digitec Galaxus contributed around 10 percent to the Migros Group's total revenue in 2024. Total revenue stood at EUR 4 billion, a 17 percent increase year-on-year. Outside Switzerland, Galaxus generated EUR 418 million, growth of 14 percent. The non-food business runs profitably, while Migros Online posts losses in the food segment and loses market share.
The Migros Group has already approved Galaxus Germany's expansion through 2029. The retailer recently took over the book business from Ex Libris and is expanding its marketplace model. An integration of Migros Online would give Galaxus access to food logistics and customer data – and pull forward its billion-euro targets in the food segment significantly.
What Integration Means for Suppliers and Service Providers
Should Migros Online be absorbed into Galaxus, the operational framework conditions change for all partners:
- Interfaces: Migros Online has so far used its own ERP and logistics systems. Galaxus relies on a unified marketplace architecture with Mirakl technology. Suppliers must convert product data, order processing and invoicing to the Galaxus format.
- Terms: Galaxus operates on a marketplace model with commission rates between 8 and 15 percent depending on category. Migros Online previously negotiated classic trade margins. A switch often means higher variable costs for brand manufacturers, while listing fees and central warehouse surcharges disappear.
- Logistics: Galaxus operates its own fulfillment centers in Switzerland and Germany. Migros Online uses Migros logistics with store integration. A merger requires new warehouse assignments, shipping labels and returns processes.
- Data Sovereignty: Galaxus gives merchants access to customer behavior, search terms and conversion rates. Migros Online shared this data more restrictively. For data-driven assortment management, this is an advantage.
Migration Effort and Timeline
A technical migration cannot be done on the side. Experience from the Ex Libris takeover shows:
- Data Migration: 3 to 6 months for master data, history and interface tests.
- Training: Key-account teams and EDI managers at the supplier need 2 to 4 weeks to get up to speed on the Galaxus vendor portal.
- Parallel Run: At least 4 weeks of dual operation to check deviations in order import, delivery confirmation and credit notes.
- Resource Commitment: One project manager on the supplier side, one IT contact, one logistics coordinator – over 3 to 6 months at 20 to 30 percent capacity.
The Migros Group has not yet announced an official date. Industry observers expect a decision in the course of 2026. Suppliers already listed on Galaxus face the lower effort. New suppliers should review Galaxus's onboarding checklist now: GS1 data quality, images per Galaxus specification, packaging units for Fulfillment-by-Galaxus.
Cost Comparison: Status Quo Versus Galaxus Model
| Item | Migros Online (Classic) | Galaxus (Marketplace) |
|---|---|---|
| Listing Fee | One-off, negotiable | Eliminated |
| Commission / Margin | Fixed margin 25–35% | Commission 8–15% by category |
| Central Warehouse Surcharge | Yes, volume-based | Eliminated with FbG |
| Marketing Costs | Negotiated separately | CPC model, controllable |
| Data Access | Restricted | Dashboard with real-time data |
None of the figures is officially confirmed; they are based on industry benchmarks and previous migrations. The Migros Group has published no forecast on the cost structure after a possible integration.
Decision Criteria for Purchasing and Logistics
Decision-makers in mid-sized trading companies should clarify three questions before the Migros Group creates facts:
- How high is Migros Online's share of your own revenue – and how critical is the channel?
- Is product data already available in the format Galaxus requires (GS1, attributes, media)?
- Which logistics option is more economical: delivery to Migros central warehouses or storage in Galaxus fulfillment?
Anyone who doesn't have the answers ready loses negotiating leverage as soon as the integration is announced. The Ex Libris takeover showed: Galaxus migrates quickly, without long transition periods.