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Profile of the German online shopper



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tarix10.04.2023
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E-commerce in germany

Profile of the German online shopper
Multiple studies conclude that within Europe, Germany is second only to the United Kingdom in the value of business-to-consumer (B2C) eCommerce sales. But that does not mean that millennials, a sought-after demographic for eCommerce, are the majority of shoppers. According to online platform Picodi in 2018, fewer than one-quarter of online shoppers in Germany were ages 45 and older. This compared with 24% of 18- to 24-year-olds and 36% of 25- to 34-year-olds. A further 22% of digital shoppers aged 35 to 44.
In 2020, eCommerce association Bevh revealed one in eight euros spent per household was spent online, and one in three online buyers is older than 60 years old. 50 to 59-year-olds were next (24%), followed by 40 to 49-year-olds (17.6%). It’s clear the pandemic impacted younger demographic spending in 2020.
Is PayPal used in Germany?
PayPal is the leading APM in Germany. For eCommerce transactions in 2019, there were 312,000 daily active users in Germany on PayPal. 57% of German consumers used PayPal most for mobile payments, and similar online payment methods to PayPal and Amazon Pay were preferred by 74% of German consumers in 2020.
Leverage your payment service provider insights
The opportunities seem very promising for eCommerce merchants wishing to expand in Germany. With a significant online spending growth potential and increasing use of eWallet payment methods, the German online payments landscape remains among the most up and coming in Europe.
Our team based in Munich have a deep understanding of the German-speaking market and can help merchants across many industries navigate the segmented payment landscape. We understand the pain points merchants are currently facing and create payment solutions that help overcome these challenges for long-term growth.
E-GOVERNMENT
Modern society is subject to fundamental processes of change at an accelerating pace, which is creating many new challenges also for the governance system of the Federal Republic of Germany. New information technologies (IT) are rated among the most important instruments to tackle the challenges. In order to make use of this potential the German federal government has supported the development and the introduction of egovernment applications1 with various initiatives and highly endowed promotion programs. For projects in the area of the initiative Bund Online 2005 alone, more than 1.6 billion euros have been granted.
According to the Memorandum the fields of application of e-government can be distinguished as electronic administration, electronic democracy, and the reorganization of structures and processes.2 • Electronic administration stands for IT-supported completion of processes at the interface of administration and administrative clientele (citizens, enterprises), at the interface of administration and its business partners (e.g. in the area of bidding and procurement) as well as in common task fulfillment such as in public-private partnership projects. • Electronic democracy or electronic participation describes the inclusion of citizens in political decision-making, which can be divided into the stages of reception of political information, political discourse as an alignment of the different perceptions of problems and interests, as well as the completion of the decision-making process by way of political decisions. • Organizational reengineering – i.e. the reorganization of tasks, organizational structures and, in particular, work processes – form another central aspect of e-government, because effective electronic administration and electronic participation are unimaginable without the preceding organizational innovations. It wouldn't, for instance, make any sense to create a modern electronic interface between an administration and its environment by means of an Internet portal, when it is backed by an outdated organization that is not equipped to manage it. In the fields of electronic administration and electronic participation, IT most importantly offers potentials as a means of communication and cooperation. However, in the framework of organizational reengineering, IT must predominantly be activated as an enabler for new organizational concepts, i.e. be made productive as organizational resource.

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