According to a survey conducted on behalf of Mastercard, shopping in Germany is on the rise, with fashion leading the way as the most popular product category. Everyday essentials like food, cosmetics, and medication are also seeing significant growth, driven by technological advancements such as e-prescriptions and mobile shopping apps. As Germans embrace e-commerce, the industry is poised to reach record sales of €87.1 billion in 2024.
The GfK survey for Mastercard reveals that now 39% of Germans shop online at least once a week, an increase from 34% last year. Furthermore, the percentage of heavy users has surged from 19% to 25%. This article will explore the key insights from Mastercard’s survey, focusing on the transforming landscape of e-commerce in Germany.
E-commerce in Germany 2024: Key Insights
E-commerce in Germany has witnessed remarkable growth, reshaping how consumers engage with online shopping. Beyond increasing interest in traditional categories like fashion and food, three standout trends are reshaping the shopping experience.
Trend #1: Mobile Commerce – Shopping Anytime, Anywhere
Smartphones have become the go-to device for online shopping in Germany, used by 38% of consumers. For those aged 30–39, this figure shoots up to an impressive 60%. Traditional devices such as laptops and desktops remain relevant, with 25% and 26% usage rates, respectively. However, tablets trail with just 10% of the market share.
“Mobile commerce first is the norm today,” states Dr. Peter Robejsek, Managing Director at Mastercard Germany. The convenience of smartphones facilitates spontaneous and rapid purchases, particularly bolstered by retailer apps that provide a seamless and personalized experience. Companies like Zalando and ASOS are examples of retailers capitalizing on mobile trends, ensuring that their apps are user-friendly, allowing consumers to browse, compare, and purchase with relative ease.
Trend #2: Biometric Payments – Security and Convenience
The adoption of biometric payment methods is witnessing an impressive rise in Germany, with 35% of consumers utilizing them in 2024, compared to 26% in 2022. This trend reflects a paradigm shift whereby consumers increasingly perceive biometric payments as both more secure and convenient—40% agree on each count. Notably, 43% of Germans are keen to use biometric methods at in-store checkouts, while 21% have employed them for online purchases.
This trend highlights the growing importance of security in online transactions. Biometric solutions, which include fingerprint scanning and facial recognition, significantly cut down the risks associated with traditional methods reliant on passwords or PINs. Companies like PayPal and Apple Pay lead the way in integrating biometric options, streamlining the purchasing process for users while ensuring data security.
Trend #3: Click to Pay – A Revolution in Online Checkout
For today’s consumers, convenience in payment processes has become a crucial factor influencing purchase decisions. Mastercard’s “Click to Pay” feature simplifies online purchases by securely tokenizing card details, allowing users to forgo repetitive data entry during the checkout process. This feature not only accelerates transactions but enhances safety for users.
“Click to Pay marks a new era for e-commerce,” explains Dr. Robejsek. By reducing cart abandonment rates—often driven by lengthy checkout processes—this innovation enables retailers to improve sales conversions significantly. E-commerce platforms like Shopify and BigCommerce are all integrating this feature to enhance user convenience and customer satisfaction.
E-commerce in Germany 2024: A Transformative Conclusion
The rapid growth of online shopping in Germany is indicative of a profound shift in consumer behavior, underpinned by convenience, technological advancements, and evolving preferences. With fashion leading sales and everyday products like groceries and personal care items gaining momentum, businesses must closely observe these trends.
Innovative payment solutions like biometric payments and Click to Pay are reshaping how Germans engage with e-commerce, emphasizing the need for secure and streamlined transactions. As the industry anticipates record-breaking sales of €87.1 billion in 2024, businesses willing to adapt will position themselves favorably within this competitive market.
For consumers, the online shopping experience has reached unprecedented heights of accessibility and innovation, solidifying it as the preferred method for shopping in 2024 and beyond. Retailers that prioritize convenience, personalization, and security will not only meet evolving consumer demands but also thrive in the ever-competitive landscape of e-commerce.