What appeals most about online shopping is 24/7 availability and delivery. Half buy online because of the cheaper prices. Anonymity and additional services, on the other hand, play a smaller role.
Online shopping for 24/7 availability and delivery
Almost three quarters (72 percent) cite independence from opening times and delivery to the desired location as the most important advantages. On the other hand, only half (53 percent) of those surveyed cited cheaper products as one of the biggest advantages. These are the results of a representative survey commissioned by the digital association Bitkom among 1,024 online shoppers aged 16 and over in Germany.
“Online shopping is primarily an increase in convenience for customers. All retailers should therefore consider whether they can create additional demand with an online shop – and retain existing customers. For half of online shoppers, however, price only plays a minor role. So selling online doesn’t necessarily mean tough price competition.”
Bianka Kokott, trading expert at Bitkom.
Two thirds (67 percent) of online shoppers also see the large selection online as one of the most important advantages, followed by time savings (65 percent) and the spatial flexibility of being able to shop from anywhere (60 percent). . 44 percent particularly value the range of products that are otherwise difficult to obtain, and 43 percent particularly value having more shopping options through online retail than in the immediate vicinity.
Highly important for rural areas
This is particularly important for rural areas: While half (49 percent) of those surveyed in a country town or rural community with fewer than 5,000 residents consider more online shopping options to be an important advantage, this is the case in large cities with more than 500,000 residents only 37 percent.
41 percent of online shoppers appreciate the more extensive information available on the Internet, such as price and product comparisons as well as customer reviews, and a third (33 percent) appreciate the variety of discounts. A quarter (24 percent) see the right of return and the possibility of minimizing contact, for example in connection with Corona, as one of the most important advantages. 14 percent find the anonymity of online shopping particularly attractive and 13 percent are particularly impressed by the larger range of additional services such as gift packaging or insurance.
Source:
Bitkom
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