E-SHOPPING Dealing with the topic of digitalization is a must for all retailers – both online and offline: It’s not just about offering new services, but above all about enabling customers to shop on as many channels as possible. The importance of e-commerce marketing became clear once again during the COVID-19 crisis and its consequences on public life.
The boundaries between online and offline are noticeably disappearing in retail – e-commerce, mobile commerce and now also voice commerce are expanding the traditional business model. Technologies such as artificial intelligence and big data have a huge potential for efficiency and service.
The e-commerce opportunities for both online retailers and stationary retailers are immense. With the help of technologies such as virtual and augmented reality, unique shopping experiences can by created. For many retailers, this also means a major challenge. We want to help and guide you through the world of e-commerce in Germany.
The number of online buyers is increasing by leaps and bounds. Right now, more than 2.15 billion online shoppers exist in the world, which means 94% of all internet users shop online, which equals around 55 million German population.
Online shopping is omnipresent and part of our everyday life in Germany. 94 percent of all Internet users shop online which equals about 55 million German citizens.
66 percent of retailers sell their products both stationary and online – 25 percent exclusively stationary and 6 percent exclusively online.
Figure 6. German internet users doing online shopping More than every second online shopper makes purchases with their smartphone. Mobile shopping has grown from 2014 to 2019 by more than double. Young people are particularly mobile: 81 percent of 16 to 29 year-olds go with their smartphone on a shopping spree, 62 percent of the 30 to 49 year-olds and only 36 percent of the 50 to 64 year-olds rely on the mobile shopping experience. This stresses the significance of online shops being tailored to mobile devices such as smartphones.
