Would you prefer to go online

Better to shop online than in-store

Current study "This is how Germans shop" - online shopping more popular than shops

Online shopping is more popular in Germany than shopping in stores. This was the result of a representative survey on behalf of the Bitkom digital association among 1,152 Internet users aged 14 and over.

Where do you prefer to shop: in brick-and-mortar stores or on the Internet?



Keyword multichannel shopping

Customers want to shop online as well as offline and combine the advantages of on-site shopping with the convenience of online shopping.

Shop in town today, order online tomorrow. Order goods that are not in stock directly in stores and have them delivered to your home. A product that was forgotten when shopping in the city, order later from home and pick it up the next day in the local store. This is what the new world of shopping looks like.

When asked about their preferences when shopping in the store, the top priority is the delivery of goods purchased in the store directly to their home. 46 percent of all respondents answer that they would like this service.

Free WiFi is high on the priority list

Also high on the priority list is the freely available WLAN in the on-site shop. This service is important to a good four out of ten respondents (43 percent). For 14 to 29 year olds it is even 58 percent.

The information on product availability on site is very important

The information on the Internet as to whether an item is available in the store would be a strong stimulus for visitors for many customers. More than one in three (35 percent) would like real-time information on the smartphone about product availability in the store. Only every sixth respondent (17 percent) stated that they did not want any digital technologies in stationary retail.

"Customers always like to visit certain shops because, in addition to personal advice, they can also experience and test suitable offers there in a pleasant atmosphere. Because customers want the best of both worlds, they also demand digital services in the store," says Bitkom retail expert Julia Miosga. "Stationary retailers have to have special offers ready for Internet users in order to win them over as customers or to keep them in the future. An omnichannel approach makes sense for this, i.e. a clever interplay of stationary retail, digital services and online shop."

Social Commerce: Social media are a relevant shopping channel

Have you ever become aware of a later purchase through social networks?

Traders should also pay due attention to social networks. Two thirds (63 percent) of all of those 943 respondents who use social networks have already received a purchase suggestion here and therefore bought a product. For 14 to 29 year olds it is as much as 83 percent.

Bonus programs on smartphones are popular

Another third (33 percent) of all respondents are fans of loyalty or bonus programs with which one can collect loyalty points via smartphone, such as Payback, Shopkick or 10 stamps. Among adolescents and young adults between the ages of 14 and 29, the figure is already 44 percent.

Younger customers are demanding more digital service

More than one in seven (18 percent) would also like to use tablet PCs in changing rooms when shopping in the store, which can be used, for example, to request items of clothing from the sales room. In the 14 to 29 age group, almost twice as many customers (30 percent) want this. 17 percent of all respondents would like to see individually tailored special offers via SMS or WhatsApp in or near the relevant shop. The younger target group in particular is demanding digital services. For example, every fourth 14 to 29-year-old (24 percent) says that they would like to pay automatically when leaving the shop using the smartphone on which the credit card information is stored (total: 16 percent). One in four (25 percent) in this age group would also like to have virtual reality or augmented reality glasses to project objects into their own homes (total: 14 percent).

"If both shopping worlds - online and offline - learn from each other and continue to grow together, the customer can be offered a holistic shopping experience," says Miosga. "Many retailers are already doing this. Pure online players are opening stores in the city centers and more and more stationary retailers are finding ways to use online retailing for themselves and have established a successful presence on the Internet." The close interlinking of offline and online channels is therefore a must for the successful retailer of the future.

About the study:

The information is based on a survey that Bitkom Research carried out on behalf of Bitkom. 1,152 Internet users aged 14 and over, including 1,104 online shoppers, were surveyed. The survey is representative. The question was: "Which of the following would you like to do while shopping in-store?"

Download the presentation "Trends in E-Commerce - How Germans Shop": bitkom Study - How Germans Shop (PDF, 478 KB)

Source: bitkom

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