German Online Shoppers Are Seen Buying More Often From Foreign E-Commerce Stores

More and more Germans are shopping online. In 2019, seven out of ten people had shopped online at least once in the previous three months. As the relevance of the e-commerce market in Germany increases, we want to present to you relevant statistics (analyzed from the data from Eurostat [isoc_ec_ibuy]) about who in Germany buys from foreign online shops and why.

Germans get slowly but steadily used to foreign online shops. An increasing number of people experience the advantage of cross-border e-commerce. Twenty-six percent of all online shoppers (people aged 16-74 who shopped in the previous year for private use) in Germany purchased from abroad four years ago. Last year (2019), it was already 37 percent. However, there is a lot of potential left for foreign online shops. Customers in other European countries shop way more from foreign online shops than Germans do. In Europe, an average of 45 percent purchases online from abroad, whereas in Germany it is only 37 percent (2019).

German online shoppers who purchase from abroad tend to be young to middle-aged (younger than 45), well educated, city dwellers, and male.

Forty-one percent of the male online shoppers placed an order at a foreign online shop, whereas only 33 percent of women did. The difference between well-educated and low-educated German online shoppers is even greater. Forty-four percent of the well-educated online shoppers purchase from foreign online shops in comparison to 33 percent of the low-educated. German online shoppers in rural areas are also more reluctant than their counterparts in the city. Only 32 percent of the rural population shop online from abroad against 42 percent of the city population. And finally, and unsurprisingly, the older the German online shopper, the less likely they are to shop online from abroad. Forty-four percent of people younger than 45 do so compared to twenty-nine percent of German online shoppers who are 45 and older.

Online retailers from abroad have enormous potential as growth is waiting for them in Germany since German society is becoming more urbanized and especially since Germans are getting used to the international online market place.

Müller & Müller Consulting GbR
Ranstädter Steinweg 16
04109 Leipzig, Germany
contact@mmcons.de
+49 1577 9890664

Müller & Müller Consulting GbR is a young and dynamic consulting company for the German market. Specialized in supporting foreign SMEs to sell to German customers and in strategic concepts for Germany, Müller & Müller Consulting GbR is your business partner for Germany!

This release was published on openPR.