Marketing

Online shopping – these trends are currently shaping e-commerce – eCommerce Magazin

  • The new trend monitor for “Online shopping 2020: trends and potential” has analyzed current trends and the potential in e-commerce.
  • Accordingly, three out of four German citizens buy online at least once a month – every fifth even weekly.
  • Every fifth German consumer wants to buy more often in online shops than in stationary retail in the future.

The future of shopping appears hybrid, not just digital. This is shown by the current Trend Monitor Germany of the market research institute Nordlight Research on the main topic “Online shopping 2020: trends and potential”. Over 1,000 German citizens aged 14 and over from households with Internet access were representative of theirs Online shopping behavior and asked about their attitudes towards online shopping. Development comparisons between the end of 2019 and 2020 (after corona lockdown) were also made.

Online shopping: shopping frequency and preferred online shops

Currently, around three quarters of German citizens (72 percent) shop at least once a month on the Internet (2019: 67 percent). Every fifth consumer (22 percent: 2019: 21 percent) even at least once a week. 40 percent of German citizens also state that they shop online more often today than they did a year or two ago; only seven percent less.

Germans currently use the following online shopping platforms most frequently: Amazon.de (77 percent; comparison value 2019: 79 percent), Ebay.de (43 percent; 2019: 42 percent) and Otto.de (23 percent; 2019: 25 percent) . This is followed by Zalando.de (18 percent; 2019: 15 percent), Lidl.de 17 percent; 2019: 12 percent), Tchibo.de (15 percent; 2019: 11 percent), Mediamarkt.de (13 percent; 2019: 12 percent) and Thalia.de (13 percent; 2019 9 percent). Every fourth consumer also uses the online shops of individual brand manufacturers and 15 percent also uses regional online marketplaces.

Online shopping: differentiated future potential

In general, every fifth consumer (2019: 22 percent) intends to buy at least a little more online than in brick-and-mortar stores in the future. Conversely, 18 percent (2019: 15 percent) want to buy at least a little more often in traditional shops and less online in the future – not least, not least, of younger consumers. The product groups that are currently being bought particularly frequently online include clothing and shoes (48 percent; 2019: 48 percent), books and audio books (37 percent; 2019: 30 percent), medicines (32 percent; 2019: 26 percent) ) and small electronic devices & computers (30 percent; 2019: 31 percent).

On the other hand, groceries (dry or fresh products) are only bought comparatively seldom regularly online in everyday life, but the trend is increasing (6 percent; 2019: 4 percent). In the future, consumers will want to shop online more often instead of in stores, primarily media such as films, music, games (28 percent), train and flight tickets (27 percent), travel and hotels (26 percent), event tickets (25 percent), books and audio books (22 percent) and small electronic devices and computers (22 percent). On the other hand, online food retailing, at six percent, does not expect any particularly large growth in the future either.

Online shopping

At least some of the consumers want individual product groups to buy more often in stores instead of online (such as cosmetic products, perfume, jewelry or watches). It is no longer just younger or generally internet-savvy target groups that are generally inclined to shop online. Online shopping has long since become mass compatible. At the same time, there is also – and this beyond the “reopening” of the stores after the Corona lockdown – a tendency to return to stationary stores.

Satisfaction: Big differences in online shops

In terms of general purchase satisfaction, online retail (63 percent top user ratings; 2019: 61 percent) and stationary retail (66 percent top user ratings; 2019: 66 percent) are roughly on par. In the satisfaction rankings of the various online shopping platforms, however, there are very clear differences (range of top user ratings between 50 and 80 percent). In addition, the top satisfaction ratings scatter very clearly across various aspects of online shopping, such as the breadth of the range (66 percent top user ratings), speed of delivery (54 percent), product quality (45 percent), price (41 percent), product advice / Product reviews (30 percent) and communication options with the retailer (30 percent).

Older consumers are generally more demanding and critical than younger consumers when shopping online. The best customer ratings among the more frequently used online shopping platforms were achieved at the end of 2019: Notebooksbilliger.de (77 percent top satisfaction ratings), Ikea.de (76 percent), Douglas.de (74 percent), Thalia.de (72 percent), Amazon .de (71 percent) and Zalando.de (71 percent).

“Online trading has – within ever narrowing limits – further growth potential for the future. At the same time, competition in e-commerce is increasing significantly. Online retail should therefore work on its service quality and especially on the communication options between customers and providers, while chain stores can score points with attractive sales channel mixes and should play to their original service strengths, ”explains Rafael Jaron, Managing Director at Nordlight Research.

About the methodology of the study: Of the “Trend monitor Germany“On the current focus on online shopping 2020: Trends and potentials with extensive results and differentiations according to various target groups, providers and product segments as well as comparisons with stationary retail and development comparisons with the previous year can be obtained from Nordlight Research. In addition, the Trend Monitor Germany offers regular basic tracking with trend analyzes in various product fields. (sg)

Also read: Customer satisfaction: What customers want when shopping online