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The German consumer in focus

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The Germany 2022 report offers a window into the mind of the German consumer and looks closely at how their shopping habits are evolving, as the country attempts to recover from the impact of Covid-19 but also a change in government.

Digital Editor, Scarlette Isaac, zooms in on how, why and what consumers are buying in Germany, during this time of turbulence.

1. Smartphones take the crown when it comes to online shopping

Mobile shopping continues to increase in prevalence with 58% of shoppers buying online via their smartphone in the past 12 months. Add in laptop users (53%) and tablet users (29%) and we see that German consumers are less tied to their desks when buying online than in the past.

In fact, only just over a third (35%) of online shopping is now done via desktop. Convenience dominates in terms of why German consumers purchase online. For nearly two-thirds (65%) it’s the availability of direct delivery to home which tops their drivers of purchase online. For 60% it’s about the 24/7 accessibility of products that online shopping allows.

2. Value is a crucial driver of online purchases

The German consumer remains a conscientious, value-driven shopper. More than two-thirds (68%) will keep an eye out for special offers when shopping.

And they do their research. 59% will research on the internet when planning a major purchase and just under half (47%) find customer reviews helpful when they are looking for information on prospective purchases. But purchases aren’t always thoroughly researched.

3. Sustainable shoppers are an important part of the German consumer profile

Just under half (43%) admit to impulse buying too. What is evident in this year’s report is a growing concern among German shoppers for sustainability when shopping online. It’s part of a wider European trend among consumers for more sustainable delivery options as consumers take more notice of their impact on the environment. Just under a third (32%) are willing to pay an extra three euros for a more eco-friendly delivery.

It’s of little surprise when you look at consumer concerns among Germans. Climate change (39%) and the environment (37%) are among the top three concerns for German shoppers. And their hunger for value is further supported by the fact that 35% see rising prices and the cost of living as a challenge for the country. Concerns will have increased this year after the country hit its highest rate of inflation since 1981 in March.

To learn more about the wider German B2C landscape, including market context, top 100 sellers and more, download the full report here.

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