2024 has marked a significant shift in consumer behavior in Germany, with online shopping not just growing in popularity but becoming a fundamental part of everyday life. This evolution is shaped by several key trends including technological advancements, a shift towards sustainability, and changing consumer expectations.

Result of the Survey

–          70% of Germans say it is critical that an online merchant prioritizes sustainability.

–          With 17.2% of Germans spending over €1,000 per year on online shopping, discount offers, like the ones from promocodius.de, are in high demand.

–          85.7% of customers shop online more than once a month.

–          Clothing and shoes account for 37.4% of online purchases.

–          36% of buyers consider product descriptions and photographs to be the most crucial decision criteria when making an online purchase.

–          PayPal is the most common online payment method, accounting for 52.7% of all purchases.

Consumer Behavior and Spending

German shoppers increasingly prefer online platforms for purchasing, with a larger portion of household expenditures in technology, fashion, and grocery industries, driven by eCommerce’s convenience and reliability.

Platform Preferences

Desktop shopping remains popular due to its larger display and navigation, but mobile shopping has significantly increased, primarily driven by younger groups who rely on cellphones. Retailers are improving their mobile websites and apps to enhance shopping experiences and conversion rates.

Sustainability is a Growing Priority

German customers are increasingly seeking eco-friendly and ethically sourced items, leading online retailers to prioritize sustainability and implement greener practices like recyclable packaging and transportation to reduce carbon emissions and improve their products’ environmental impact.

Payment Methods and Security

The popularity of online purchasing has led to a growing demand for secure and simple payment options, with Germans favoring methods like PayPal, credit cards, and mobile apps due to concerns about data privacy and financial security.

Impact of Website Usability

The usability of an online shopping platform significantly influences customer satisfaction and loyalty. Websites with user-friendly interfaces, comprehensive product information, and features like one-click checkout and personalized recommendations enhance user engagement and satisfaction.

Returns and Customer Service

Customer retention is significantly influenced by the ease of return procedures and the quality of customer service, with German customers demanding these aspects, leading to higher satisfaction and repeat business for online stores that thrive in these areas