Bitkom Shares Fresh Figures on Online Retail
Black Friday or festive sales – online shopping has become an integral part of everyday life for nearly all consumers in Germany, even outside of special promotions.
Ninety-six per cent of internet users in Germany have purchased something online in the past 12 months. A third (34%) order online at least once a week – with slightly more men (37%) than women (29%) doing so. A further 42% shop online several times a month, while 24% shop less frequently. These insights stem from a survey of 1,180 internet users aged 16 and over in Germany, commissioned by the digital association Bitkom.
Germans increasingly prefer to shop online using their smartphones: eight in ten (80%) online shoppers utilise their smartphones for online purchases. Consequently, 84% of online shoppers who regularly use a smartphone have at least one shopping app installed. On average, they have eight retail apps on their device – and nearly two-thirds (64%) use such apps at least once a week.
When asked where they shop online, international platforms such as Amazon and eBay dominate the rankings. Ninety-one per cent of German online shoppers frequently purchase from these platforms. Comparison portals like Idealo or Check24 and regional sales platforms such as Yatego or classified ads are each regularly used by 28%.
Overall, 97% of respondents indicated that they frequently shop on at least one platform. In addition to the aforementioned platforms, these include platforms for handmade and second-hand goods as well as social media marketplaces. However, more than half (57%) of online shoppers also frequently purchase from the online stores of large national retailers such as Tchibo or H&M. In contrast, only 17% frequently shop from the online stores of regional retailers.
Emerging Low-Cost Stores
A vast array of products at low prices, combined with vibrant banners advertising exclusive discounts – new online stores from China, such as Temu and Shein, are making inroads into the German market. Altogether, 47% of online shoppers in Germany have already placed orders with these platforms. A further 14% have browsed these stores without making a purchase.
Eight per cent of respondents have yet to visit such stores but are open to trying them, while just under a third (29%) have not engaged with these stores and do not intend to do so in the future. Only 2% of online shoppers remain unfamiliar with these emerging low-cost platforms.
The appeal of low prices is a major driver for customers: 92% of users of Temu, Shein, and similar platforms reported purchasing from them due to significantly lower prices compared to other online stores. Additionally, 37% admitted to buying products they did not need, purely because of the low prices. For many, curiosity also plays a role, with 84% saying they ordered from these stores out of interest.
AI in Retail
Artificial intelligence is rapidly transforming the retail landscape, and a majority of consumers are intrigued by its possibilities. More than half (55%) of respondents expressed interest in using AI to discover bargains more quickly. Twenty-eight per cent would generally prefer AI-driven guidance for their purchases, and 17% would trust an AI’s recommendations over a human’s when making buying decisions.
Around one in five (22%) would like AI to monitor their shopping habits and automatically reorder items they need. Additionally, two-thirds (66%) want AI to help optimise product ranges in grocery stores and bakeries to reduce waste.
Bitkom CEO Bernhard Rohleder commented: “AI has the potential to fundamentally transform shopping by simplifying product discovery, automating ordering processes, and enhancing customer service through intelligent chatbots. AI can also optimise inventory management and delivery logistics.
