New online shopping trends among German consumers: low prices and environmental protection become hot selling points

Recently, Scarlette Isaac released the "2022 German E-commerce Market Research Report" , which studied the evolution of German online consumer shopping habits during the epidemic .

1. Mobile shopping becomes the mainstream of online shopping in Germany

The report shows that mobile shopping has continued to grow in popularity over the past year, with 58% of consumers shopping online via smartphones, compared to 53% of laptop users and 29% of tablet users.

In fact, online shopping via PC has decreased significantly, and now only 35% of online shopping is done through PC .

Convenience is the main reason for German consumers to buy online. 65% of consumers said that home delivery is their primary driving force for online purchases. For 60% of consumers , online shopping is available 24 hours a day , which is also an important reason for them to choose online shopping.

2. Price is an important factor affecting German consumers’ online shopping

Germany reached its highest inflation rate since 1981 in March this year . The price increase caused by inflation has made German consumers very sensitive to prices when shopping online. 35% of consumers prefer to choose low-priced products, 68% will choose discounted promotional products when shopping online , 59% will compare prices when making large expenditures, and 47% will pay attention to the previous reviews of products when shopping online .

3. Environmental protection becomes a hot selling point

Environmental protection is prevalent in Europe , with three-quarters of shoppers preferring to buy products with environmentally friendly packaging. Germany is no exception.

It is clear from the latest research data that German consumers are increasingly concerned about the environment when shopping online . Climate change and environmental impact are the top concerns for German shoppers , with 32% willing to pay an extra €3 for a more environmentally friendly delivery method .

In recent years, the German e-commerce market has flourished and will maintain a high growth rate in the next few years .

The latest statistics show that in the first quarter of 2022, Germany's online transaction volume was approximately 22.82 billion euros (about 160.5 billion yuan). Germany is the world's fifth largest e-commerce market, with e-commerce sales in 2021 increasing by 14% year-on-year to 101.6 billion euros (about 714.6 billion yuan), second only to the United Kingdom in Europe. In 2021 , Germany's online shopping penetration rate also reached 72%.

Data analysis shows that Germany will replace the UK as the leader in the European e-commerce market in 2025 .

As an emerging market, Germany has become a new choice for more and more cross-border sellers.

German e-commerce market

New trends in online shopping