Inside On's Vision for Frictionless Checkout and AI-Powered Stores

From Swiss Innovation Story to Global Brand

Founded just over 15 years ago in the Swiss Alps, On has grown into one of the fastest expanding performance brands in the world. The company now operates in approximately 80 countries and is approaching 3 billion Swiss francs in annual revenue.

Innovation remains rooted in Switzerland, where On develops advanced materials and performance technologies. Its latest innovation, LightSpray, gained global attention during the Paris Olympics and has since been featured at major international competitions.

As CTO, Verdian leads technology across the entire value chain, from research and development to supply chain operations, direct to consumer commerce, and wholesale integration. His focus is enabling a seamless flywheel that connects innovation, brand, and customer experience.

The Store Without the Counter

One of the clearest shifts in retail is the disappearance of the traditional checkout counter.

According to Adyen, mobile payment terminals now outnumber fixed terminals on its platform, and tap to pay adoption continues to accelerate rapidly. Apple Pay usage alone has seen significant year over year growth, reflecting changing consumer behavior.

On embraced mobile first checkout from the beginning. Instead of fixed POS systems, store associates use mobile devices to complete transactions anywhere in the store.

Verdian explains that reducing friction for employees directly improves customer experience. Previously, store associates needed multiple devices to scan products, process payments, and accept tap transactions. Today, everything happens on a single device.

The result is simple: fewer operational blockers and more meaningful human interaction.

Technology fades into the background while the brand experience takes center stage.

Human Experience Powered by Technology

On operates around 60 retail stores globally, treating each as a physical expression of the brand where humans, technology, and community intersect.

In Paris, for example, the brand operates two stores. One on the Champs Elysees serves a more international audience, while the Saint Germain location focuses heavily on local community engagement through run clubs and tennis events.

Inside many stores, On introduced a digital wall system that allows associates to instantly access inventory and retrieve products without traditional stockroom delays. This eliminates wait time and creates what Verdian describes as wow moments.

Despite the advanced infrastructure, the philosophy remains clear: technology should quietly support the brand, not dominate it.

Omnichannel Growth and Direct to Consumer Expansion

Over the past year, On's direct to consumer business has grown more than 50 percent year over year. At the same time, the brand maintains approximately 11,000 wholesale doors globally.

Rather than treating channels separately, Verdian approaches technology holistically. Insights from direct to consumer channels inform wholesale strategy, and retail store learnings improve the website and app experience.

This unified view enables seamless movement between digital and physical environments.

AI Driven Personalization and Community Data

A core pillar of On's retail technology strategy is customer understanding.

Verdian's data and AI teams build internal models that analyze customer interactions across channels to determine community affiliation. Instead of simply tracking transactions, On identifies whether a customer primarily belongs to running, tennis, trail, gym, or lifestyle communities.

Each customer effectively receives a dynamic community profile.

For example, a customer might be 50 percent runner and 30 percent tennis focused. That insight shapes website content, app experiences, marketing communication, and even in store conversations.

If a loyal customer walks into a store with the On app installed, associates can potentially see relevant preferences or even products left in an online cart, enabling more personalized engagement.

The goal is relevance without intrusion.

Lessons from China's Connected Ecosystem

On operates in China, where retail digitization is significantly more advanced. Integration between apps, payments, and identity recognition is seamless.

China has delivered triple digit growth for the brand across multiple quarters, highlighting the power of connected ecosystems.

While technology stacks differ between regions, Verdian emphasizes that On maintains a unified global tech organization. Knowledge transfers across markets, even when infrastructure providers vary.

Some innovations translate globally. Others remain market specific. Continuous testing and iteration determine what scales.

The Future of Checkout: Invisible and Frictionless

As mobile payments evolve, a natural question emerges: will checkout disappear entirely?

Verdian believes that if removing visible payment devices enhances brand love and customer satisfaction, it is worth exploring. However, he reinforces that technology must serve the experience rather than lead it.

The ideal future may be one where checkout becomes invisible, secure, and fully integrated into the overall journey.

Retail Technology That Builds Brand Love

For On, retail technology is not about devices or payment speed alone. It is about enabling store teams to focus on storytelling, community building, and meaningful engagement.

Mobile POS, tap to pay, AI personalization, and omnichannel integration are tools. The ultimate objective is stronger brand love and deeper community relationships.

As Verdian summarizes through action rather than words, the brands that win will be those that use technology to remove friction while amplifying human connection.