Germans, connected to online shopping - This year electronic commerce is expected to reach around 87 billion euros
In just a few years, Germans have become a nation of online shoppers, with most now targeting clothing, food and medicine in the wake of the COVID-19 pandemic. A survey showed that 99% of adults in Germany now shop online, with 39% of respondents doing so at least once a week.
This is despite Germans being more negative on technology trends than the European average, with a 2022 McKinsey study finding them particularly critical of hyper-personalization.
But this is changing, according to the study of the German institute GfK with Mastercard.
Black Friday and Cyber Monday, as well as the approaching Christmas season, will mark the peak for online commerce, and Germany's leading retail association HDE expects sales of 87.1 billion euros for the e-commerce industry this year.
The survey of more than 1,000 respondents found that fashion is by far the most popular product category in online retail. Two thirds ordered clothes and shoes online in the last 12 months, while at the start of the pandemic in 2020 it was 43%.
Germany accounted for $37.6 billion of Amazon's revenue in 2023, making it the company's largest international market.
Electronics are the second most popular category for online shoppers, the GfK survey showed, with almost half of Germans ordering these products online this year.
In just four years, online grocery shopping has also grown to 25% from 7% in 2020, while the proportion of people ordering personal care products online has almost doubled, from 18% in 2020 to 35% in 2024, GfK said. .
Almost four in 10 Germans prefer to shop on their mobile phone, 10% a tablet and half from a computer, the survey showed.
HDE estimates that sales of nearly €47 billion were generated via smartphones, which accounted for a record 55% of total online retail sales in Germany last year.
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