Have you ever bought food on the Internet? This is how Germans shop!

The trends in e-commerce are moving more and more in one direction. Shopping in the city centre or would you prefer to order from the comfort of your own home? Most Germans no longer ask themselves this question. Find out here how Germans shop in 2019.

56 million German citizens shop both online and offline. If you don’t shop on the web, you usually simply don’t have Internet access. But if one is available, it is almost always used for shopping. This applies to 97 percent of consumers who have Internet access. This is the result of a representative survey commissioned by the digital association Bitkom.

The smartphone plays a central role here: it becomes a shopping centre. By now, every second person buys online on the smartphone. Above all, the older generation is now increasingly getting involved in mobile shopping.

„Online shops must be optimised for mobile access and small screens in order to successfully address customers. In the next step, it should be a question of making shopping via a voice assistant as easy as possible.”, says Bitkom Managing Director Dr. Bernhard Rohleder.