Webrooming Still More Common than Showrooming in Germany - eMarketer

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Webrooming Still More Common than Showrooming in Germany

Research on the web followed by a purchase in-store more popular than the reverse

September 1, 2015

Brick-and-mortar retailers have a common refrain. Shoppers visit their stores, armed with smartphones, and after checking out products in person, make a purchase online—probably for less money. But the reality is that, in Germany, webrooming is more common than showrooming.

Frequency with Which Digital Shoppers in Germany Webroom* vs. Showroom**, June 2015 (% of respondents)

According to Bitkom, 9% of digital shoppers in Germany report “regularly” researching products in stores before buying them digitally—better known as showrooming. But webrooming, the practice of taking advantage of the wealth of product and pricing info available digitally before making a more convenient in-store purchase, was practiced at the same rate by 14% of respondents.

In all, while 50% of digital buyers said they showroomed at least sometimes, 61% said the same about webrooming.

That doesn’t mean digital buyers aren’t also doing plenty of digital buying, however.

Frequency with Which Digital Buyers in Germany Make a Digital Purchase, June 2015 (% of respondents)

Bitkom also reported that 28% of respondents made digital purchases at least weekly.

eMarketer estimates that digital buyers make up 66.2% of the population of Germany this year—47.1 million people in the country will make at least one internet-based purchase during the calendar year. Retail ecommerce sales will reach 7.0% of total retail sales this year, or $61.80 billion.

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