Digital Commerce in Germany: Population and Company Survey (Bitkom)

Summary

• 96% of the population have shopped online in the last 12 months, and 36% at least once a week.p.3
• 92% frequently buy via large online marketplaces.p.3
• 51% of online shoppers have already bought from new low-cost online shops.p.3
• 86% of retailers sell both in stores and online, and 97% operate their own web shop, versus 78% on online marketplaces and 27% on social media platforms.p.4
• 66% of retail companies see themselves as digital laggards.p.4
• Retailers that use influencers invest on average 7% of their advertising budget, around €66,860 per year.p.4

Key insights

1. The consumer survey covered 1,120 people aged 16 and over in Germany, including 1,072 online shoppers.p.3
2. The retailer survey covered 505 companies with at least ten employees from wholesale, retail and motor vehicle trade.p.3
3. 95% of retailers see advantages in simpler ordering processes and 75% in personalized customer engagement.p.4