News • 20.07.2020

AfterPay: Survey on the shopping behaviour of Germans

German consumers will make a larger share of their purchases online in July

Photo: AfterPay: Survey on the shopping behaviour of Germans...
Source: PantherMedia / stetsik

AfterPay Insights’ end of June research – now covering more 7.400 interviews with German online shoppers – indicates that German consumers will reduce their overall purchases in July. 

But at the same time, German consumers say that they will continue to shift purchases to online channels in July. This means that e-commerce growth will likely further amplify in Germany in July, coming at the expense of purchases in brick-and-mortar stores. 

This is a continuation of the trend that AfterPay Insights saw in June, when German online purchases picked up to +24% in mid-June (compared to early March) – after a period of stabilized and even decreased growth in May. Even though German society has opened up, consumers’ return to brick-and-mortar stores is – so far – not happening very fast. Only 7% of German consumers say they shopped more in physical stores in June, compared to 17% who say they shopped more online. 

German consumers are less worried and have a positive outlook on their personal financial situation in July

AfterPay Insights’ research shows that German online shoppers’ worries have decreased continuously since end of March. Worries about personal health have decreased the most, from 51% at the second half of March to 39% by mid-June. In that same period, worries about the personal financial situation also decreased, from 39% to 31%. From this, we can also conclude that – over the past months - German consumers worries have been more health than finance-focused.

In AfterPay Insights’ surve, 22% of German online shoppers say that their financial situation has become more stressed and 7% say that their financial situation has improved in June. The most important reason for fewer purchases is the need to save money; this is especially evident in the younger age groups. Secondary motivations are the intention to change lifestyle by reducing overall consumption, along with having general worries about the future. And third tier motivations include the risk of becoming unemployed, as well as wanting to pay off mortgages and loans.

However, German consumers remain optimistic about their short-term financial future: 7% of German consumers say that their financial situation is better in June, and 18% say they expect their financial situation to further improve in July. 

Fashion leads German e-commerce purchases in July

When looking at the development of online product categories, Fashion stands out in Germany, as it is the leading category in acquiring new consumers: in the second half of March, 18% of German shoppers made at least one purchase in online Fashion, and this share has grown to 26% by mid-June.

Price and convenience become more important motivations to purchase online

In Germany, finding cheaper prices online has become increasingly more important over time, along with the fact that online shopping offers more convenience. It looks like the functional benefits of online shopping have increased in impact, and are possibly leading to a lasting change. AfterPay Insights will monitor consumer behavior throughout the summer and get back with an update on e-commerce in Germany at the end of July. 

Source: AfterPay

related articles:

popular articles:

Thumbnail-Photo: Gebr. Heinemann - new technology for duty free shops...
19.08.2021   #brick and mortar retail #digital signage

Gebr. Heinemann - new technology for duty free shops

Electronic price tags at the airport

Gebr. Heinemann, founded in 1879, has teamed up with the IT company Delfi Technologies to ensure a high level of productivity in the international airport shops. By introducing electronic shelf labels, Gebr.  Heinemann can change prices and ...

Thumbnail-Photo: Digital Care Labels: Show eco-consumers you mean business...
02.08.2021   #digitization #sustainability

Digital Care Labels: Show eco-consumers you mean business

Why fashion should allow consumers to take part in their garment’s circularity story

Clothing brands are actively seeking ways to lighten their environmental impact. It’s shocking that, on average, 23 kilograms of greenhouse gases are produced per kilogram of fabric, and in North-West Europe alone, around 4.7 ...

Thumbnail-Photo: The change exchange: Helping women find networks of support...
09.09.2021   #online marketing #social media

"The change exchange": Helping women find networks of support

T.J.Maxx and Mindy Kaling launch pen pal program

With change occurring at a fundamental level this past year, T.J.Maxx sought to understand how women were navigating unexpected changes, both big and small. A recent survey* by the brand's purpose-driven initiative -The Maxx You Project - ...

Thumbnail-Photo: PSI 2022 - The leading European trade show for the promotional products...
27.09.2021   #retail #event

PSI 2022 - The leading European trade show for the promotional products industry

11.01. - 13.01.2022 | Messegelände Düsseldorf

PSI in Düsseldorf will be the central meeting place for the European promotional products industry on January 11 - 13, 2022. Promotional products retailers, (textile) finishers, advertising technicians, agencies and industrial customers meet ...

Thumbnail-Photo: DMWF Europe 2021 – Digital Marketing World Forum...
20.09.2021   #digital marketing #event

DMWF Europe 2021 – Digital Marketing World Forum

23.11. - 24.11.2021 | RAI, Amsterdam

For over 12 years, the Digital Marketing World Forum has brought together the global digital marketing community to tackle the challenges that the digital future presents. On 23-24 November 2021 there will be delivering 2 days of top-level ...

Thumbnail-Photo: Shein is the leading shopping app
21.09.2021   #online trading #e-commerce

Shein is the leading shopping app

More than double of Amazon shopping’s total downloads

Since October 2020, the Chinese fast-fashion app Shein was considered the world’s largest online-only retailer and has claimed the top spot of shopping charts from retail giants such as Amazon, H&M and Inditex. According to data presented ...

Thumbnail-Photo: NRF 2022 – Retails Big Show
27.09.2021   #brick and mortar retail #retail

NRF 2022 – Retail's Big Show

16.01. - 18.01.2022 | Javits Convention Center, NYC

See the next big thing before it's big! With 700+ exhibitors and 100+ sessions, the NRF 2022 – Retail's Big Show is where the retail community goes to get inspired to get going.On January 16-18, 2022, discover innovative technologies, ...

Thumbnail-Photo: Reusable pop-up store
07.07.2021   #brick and mortar retail #sustainability

Reusable pop-up store

PANGAIA showcases high-tech naturalism at The Selfridges Corner Shop

In spring of this year PANGAIA offered its customers an extraordinary shopping experience. For the first time, customers were able to visit the PANGAIA pop-up store in The Selfridges Corner Shop, which was designed to literally guide them through ...

Thumbnail-Photo: How Discovery Commerce is changing online shopping...
04.10.2021   #online trading #e-commerce

How Discovery Commerce is changing online shopping

New ways of addressing and attracting customers

When shopping online, people no longer tend to buy only products they have specifically searched for. Increasingly, they are also tempted to make spontaneous purchases online. The principle is called discovery commerce. "Shopping by ...

Thumbnail-Photo: 2021 brings back-to-class shopping to record levels...
06.08.2021   #e-commerce #brick and mortar retail

2021 brings back-to-class shopping to record levels

Online shopping remains top destination for back-to-school shopping

Consumers plan to spend record amounts for both school and college supplies as families and students plan to return to in-person classrooms this fall, according to the annual survey released by the National Retail Federation and Prosper Insights ...

Supplier

APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen