Consumers Give Thumbs Up to Amazon Delivery Service in Germany - eMarketer

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Consumers Give Thumbs Up to Amazon Delivery Service in Germany

Low delivery costs are a key for many

February 9, 2017

Amazon is ramping up its own delivery operation in Germany, and consumers say they don't mind the idea of a different delivery service knocking on the door.

In an October 2016 survey by ibi research, 54% of digital buyers said they would be at least somewhat likely to prefer Amazon’s service over established shipping companies in the country. Only 7% of respondents were somewhat or very unlikely to prefer the Amazon option.

Digital Buyers in Germany Who Would Prefer to Use Amazon's Own Delivery Service over Established Delivery Providers, Oct 2016 (% of respondents)

However, nearly 40% were neutral on the idea, suggesting a large share of shoppers are still up for grabs. For these undecided consumers, shipping options and user-friendly features are likely to be deciding factors in swaying them toward one delivery service over another.

When the survey asked digital buyers about their top shipping-related concerns when making online purchases, 91% said delivery costs were important. Returns were also top of mind, with 85% listing simplicity of return processing as an important consideration.

Delivery details are important, too. Including the delivery date at checkout and sending a shipping email confirmation were somewhat or very important to 83% and 82% of respondents, respectively.

By comparison, options like gift packaging and eco-friendliness were noticeably less important.

As it has in the US and the UK, Amazon has moved aggressively to take a larger role in fulfilling customer orders in Germany. Indeed, a pilot project in Munich reportedly had won one-third of the market as of March 2016. Amazon founder Jeff Bezos has said that the company's goal is not to take over the delivery business, but to supplement it—such as at high-volume times like the holiday season. An Amazon delivery service also could prod the big delivery providers to keep their prices low and their service fast.

—Ben Clague

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