Shoppers in Germany Prefer to Buy In-Store Rather than Online - eMarketer

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Shoppers in Germany Prefer to Buy In-Store Rather than Online

Even the youngest adult shoppers would rather buy offline

December 20, 2016

Despite the hype around digital shopping, the majority of internet users in Germany prefer in-store purchasing to digital and mail order buying, according to a survey released in October 2016 by Creditreform Boniversum.

Just about 40% of internet users in Germany said they preferred to purchase digitally or via mail order in 2016, slightly down from 41.4% in 2015. That means nearly six in 10 internet users in Germany still prefer in-store purchases, and in fact prefer them at a bit of a higher rate than in 2015.

Female users are over five percentage points more likely to make an in-store purchase than their male counterparts. And though one might expect the youngest adult users to be the most digitally engaged as they are in other countries, that's not the case when it comes to making purchases. Some 60.6% of internet users in Germany ages 18 to 29 are actually slightly more likely to make an in-store purchase than the survey average.

However, the next oldest age group, those ages 30 to 39, are the most likely to make digital and mail order purchases, with nearly 46% of those surveyed saying they do. But even among the group that is the most enthusiastic about digital and mail order shopping, a higher proportion (54.1%) say they prefer to buy in-store.

What products do people like to buy most in-store? More respondents said they prefer to buy food and jewelry and watches in-store than any other product, according to the report.

Going forward, eMarketer predicts small but steady growth in the percentage of retail sales that will come from retail ecommerce in Germany in the years to come. A November 2016 estimate from eMarketer places retail ecommerce sales as making up 7.3% of total retail sales, a figure that will climb to 9.3% by 2020.

—Ben Clague

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