Online shopping trends in Germany

Photo by Igor Miske on Unsplash under Creative Commons license.

On November 5th, 2018, German Federal Statistics Office published the result of a new survey regarding (online) shopping behaviour. 77% of the 65 million regular Internet users over 10 years old in Germany buy goods and services via the Internet. That’s equivalent to 50 million online shoppers. As the Federal Statistics Office further reports, and based on current results from 2018, clothes and shoes are the most popular items to be bought online (67%), followed by furniture, toys and other consumer goods (52%), holiday accommodation (42%), tickets (41%) as well as books and magazines (40%). Movies, videos and music (32%), pharmaceuticals (31%), computer software (30%), food (28%) and electronics (25%) are also frequently ordered over the Internet.

This latest survey has been done in April 2018. 67% (44 million) of regular Internet users have shopped online in the last three months prior to the survey. In addition to the question about the type of products and services purchased, this group of people was also asked about the expenses for their online purchases. Accordingly, almost half of them (46%) spent between 100 and less than 500 euros for online purchases in the first three months of 2018. For about a quarter (26%), the expenditure amounted from 50 to less than 100 euros. Around 12% bought for less than 50 euros via the Internet. 9% invested between 500 and 1 000 euros. 5% spent at least € 1 000 and about 1% could not quantify the amount of expenditure.

Photo by Igor Miske on Unsplash under Creative Commos license.