German consumers shop domestically


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Supply chain bottlenecks are currently posing major challenges for all industries. A new study by Soti shows that German consumers are therefore changing their shopping habits.

  • New study by Soti investigates the purchasing behavior of consumers in the wake of supply chain bottlenecks
  • So have 55 percent of German consumers recently purchased alternative items because the preferred products were not available or purchased from other retailers who stocked these items.
  • For 42 percent of consumers the shipping or the delivery time has led to frustration when shopping online.

The global supply chain bottlenecks are affecting trade worldwide. Consumers are therefore changing their shopping habits. As Soti’s new study, “From Clicks to Ships: The State of Retail Mobility 2022,” shows, factors such as availability and shipping speed are driving buyers toward local purchases — i.e., within their own country.

55 percent of consumers in Germany (57 percent worldwide) say that they have recently either had to buy alternative items because their preferred products were not available or that they have bought from other retailers who stocked these items. More than a third of respondents (37 percent; 35 percent globally) indicated that items they wanted to buy were no longer available at all. These delivery problems mean that almost a third of the survey participants (32 percent; 34 percent worldwide) complain about longer delivery times and shipping or delivery time is a frustrating aspect of online shopping for 42 percent (53 percent worldwide).

Supply chain bottlenecks are changing consumer shopping behavior

Since consumers do not want to make any sacrifices in terms of speed and availability, they are currently paying particular attention to the purchasing process. More than a third (38 percent; 36 percent globally) say they look elsewhere if an item takes longer than two days to be delivered or picked up. As international shipments now take longer, 40 percent (52 percent globally) of study participants have changed their habits. Accordingly, they would be less likely to order an item shipped from abroad than they were a year ago.

Changing consumer behavior

It is clear from the results of the study that retailers have less leeway in addressing consumer needs, compounded by supply chain bottlenecks. Here are some key findings from the study:

  • More than half of those surveyed (58 percent in Germany; 68 percent worldwide) expect to know where their order is at all times during the entire delivery process.
  • Almost every second person (47 percent in Germany; 52 percent worldwide) agrees that they would rather shop at a retailer that offers multiple return options.
  • Almost half (45 percent in Germany 61 percent worldwide) state that they will continue to buy from the manufacturers who can deliver the goods the fastest.
  • More than a third of respondents (34 percent in Germany; 35 percent globally) say that knowledge of a retailer’s delivery service resulted in an order not being completed with that retailer.

Evolving trade through supply chain bottlenecks

“Today, retailers need to be agile and adapt to changes in the market using new technologies. This is the only way they will emerge stronger from the current volatile situation,” explains Stefan Mennecke, Vice President of Sales, Central, Eastern, Southern Europe and MENA at Soti. “It’s important for retailers to have insightful data to best respond to new consumer preferences. It is important to accommodate buyers, taking into account that there is still a large fluctuation in consumer behavior. It is therefore important to ensure that customers have the best possible shopping experience, regardless of where and how they shop.”