View special offers, compare prices, shop more consciously: Inflation and rising costs of living are changing the shopping behavior of online shoppers in Germany.

Shortly before Black Friday, Cyber ​​Week and the start of the Christmas business, two thirds (69 percent) say they are currently thinking more carefully about what they actually need. Almost as many (64 percent) are paying more attention to special offers and discount offers and almost half of those who shop online are generally buying less (46 percent). 40 percent increasingly use the Internet to compare prices. 9 percent are resorting to installment payment offers due to the current situation.

These are the results of a representative survey of 1,123 Internet users in Germany on behalf of the digital association Bitkom. Overall, 91 percent of them say they have bought or booked something online in the past 12 months. This is a slight decrease compared to 2021, when it was 95 percent.

“The corona pandemic massively boosted online retail and permanently changed the shopping behavior of consumers”

Bitkom Managing Director Dr. Bernhard Rohleder

For many people, the upcoming Black Friday and the following Cyber ​​Week are a welcome opportunity for an online shopping spree.

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64 percent of online shoppers want to take advantage of the corresponding offers this year and go hunting for bargains - 46 percent of them online and 5 percent in stationary stores. 13 percent want to take advantage of Black Friday offers both in-store and online. Another 13 percent are still undecided. For 24 percent, Black Friday and Cyber ​​Week do not play a role. Trading and promotional days such as Black Friday or Cyber ​​Week are the days with the highest sales in online retail.

A third order online at least weekly

The vast majority of people shop regularly online. A third (35 percent) shop online at least once a week, the rest several times a month (38 percent) or less often (27 percent). The smartphone has firmly established itself as the most important access to the online shop. 66 percent of online shoppers use it to shop online, up from 54 percent two years ago and 50 percent in 2018. The laptop is used by 54 percent for shopping and a desktop PC by 34 percent. “Retailers and platforms have increasingly tailored their offers to smartphone use. Appropriately optimized online shops should be standard for every retailer,” says Rohleder.

Platforms are very important in online shopping

Germans prefer to shop online on platforms: 81 percent like to use large international platforms such as Amazon, Ebay or Zalando. This is followed by national sales platforms such as otto.de, BonPrix or Baur, where almost half like to shop (45 percent). 3 out of 10 (29 percent) use regional sales platforms where items are offered in close proximity, including hood.de, Yatego or eBay classifieds. Platforms for used goods (e.g. Momox, Vinted or Rebuy) are a popular shopping address for a quarter of online shoppers (25 percent). 16 percent go to platforms for self-made things, such as etsy.de or productswithlove.de.

In addition to platforms, classic online shops are also in demand: 53 percent like to shop online from large, national retailers, such as Lidl.de, Mediamarkt.de, Tchibo, H&M and others. 26 percent use comparison portals and almost a quarter (23 percent) also like to shop in online shops of regional retailers. Shops in social networks are particularly popular with a tenth (10 percent).

Cheap, fast, free shipping: that’s what matters when choosing a shop

Online shoppers in Germany have clear preferences according to which they choose online shops for their purchases. The cheapest price is at the top and is a decisive criterion for 65 percent - but by no means the only one. Free shipping is important to more than half (56 percent). Once good, always good: 56 percent also shop in shops where they have already had positive experiences. Free returns (47 percent) and the fastest possible delivery time (44 percent) are also crucial for many. 40 percent also search for discount campaigns in their online shops.

Most purchased: clothing, books and electronics

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And what do Germans like to buy most online? This was also asked in the study. The top three are clothing, books and electronics. In numbers: 78 percent have shopped for clothing, shoes and accessories online in the last 12 months. This is followed by books and audio books (54 percent) as well as electronic accessories (52 percent), medication (48 percent) and cosmetics, perfume and care products (44 percent). In places 5 to 10 there are items from the areas of furniture, living, decoration (32 percent), electronic household appliances (32 percent), food and drinks (28 percent), vouchers (28 percent) and DIY supplies (27 percent).

Overall, there is probably nothing that doesn't change hands online: 17 percent have ordered flowers or plants online in the past 12 months, ten percent have ordered erotic items and 3 percent have even ordered a car and made the entire purchase online.

Influencer posts are almost as relevant as buying tips from friends and acquaintances

For many online shoppers, important purchasing impulses now come from social networks – this is referred to as social commerce. A total of 59 percent have become aware of products and services there that they later bought: this is the case regularly for one in ten (9 percent), sometimes for a quarter (24 percent) and rarely or for 26 percent. first off. And where did the suggestions to buy come from? Here, contributions from friends and acquaintances (48 percent) play almost as important a role as contributions from companies and brands (47 percent) and from influencers (43 percent).

Young people in particular who are inspired to buy via social media are encouraged by influencers, YouTubers or bloggers: 62 percent of 16 to 29 year olds and 46 percent of 30 to 49 year olds were inspired to buy by corresponding posts inspired. This proportion falls rapidly among older people (50 to 64 years: 27 percent, aged 65 and over: 20 percent). Of all social media users, 73 percent also find it true that they are annoyed by influencers who constantly advertise products for money. 41 percent think it's good that you can get discount codes this way.

There are some differences in social commerce: women shop more via Instagram and men shop via YouTube. And 37 percent of those who were inspired to buy via social networks say they have already purchased something via Facebook - either directly on the platform or via a website that a post redirected them to. This is the case for 33 percent on Instagram, with women (35 percent) shopping there slightly more actively than men (30 percent).

There is a clear difference on YouTube. Significantly more men (33 percent) than women (11 percent) are inspired to buy a product shown there (total: 21 percent). TikTok (10 percent), Pinterest (9 percent) and Snapchat (4 percent) also play a role in social commerce.

Social media is also required by retailers: three quarters of social media users believe that a presence on the networks is a must for every retailer today (73 percent). However, only 33 percent like to follow retailer pages on social media.

“Social media is not just an advertising platform, social media can and should also be fun. With the right approach, small and large retailers can develop a successful social media strategy,” emphasizes Rohleder. “The last few weeks of the year are the most important and highest-turnover time for most retailers. What is now important is a broad presence on a wide variety of channels and a targeted approach to consumers who are currently particularly price-sensitive.”

Source: Bitkom

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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )