Shopping trends in Germany

3 mn read

Being one of the strongest economies in the world, Germany is a large market for both physical and online purchases. In fact, it is the 4th largest market for online goods, making it the ideal ground for businesses, both local and international, to try their hand at tapping in to that market.

However, in order to achieve success in any market, it’s very important to what makes buyers „tick“, what goods and niches are the most popular and have the highest demand to be satisfied.

Since Germany is a well-developed country in both its retails and delivery services, there’s few things a businessman has to worry about. 

All you have to do is establish an online presence, prepare your goods and then get someone to deliver them to customers. In order to send parcel to Germany, it’s best to go with a courier service which will allow you to work with local and international customers.

In this article, we will focus on the top shopping trends in Germany, which may give you a hint on what your business could try to follow.

Online shopping in Germany and why it’s ideal for business

By some accounts, about 87% or 9 out 10 Germans have a habit of shopping on the internet regularly. 

If you think about it and do the math, that’s a market of around 50 million people looking for something they need.If we continue with numbers, more than half of these 50 million folk, tend to spend just under 500 euros per year.

For business people, there are few countries in the world that can offer such near ideal conditions to start an online business. Of course certain ideas tend to be more popular than others, so here they are.

Shopping on mobile

We could apply this to all of Europe, but Germany differentiates itself in this case. We all know that shopping has changed dramatically in recent years, especially with the advancement of smartphones.

Around 65 percent of the population owns and regularly uses their smartphone, which is a considerable amount when you think about how many people tend to shop using their phone. We predict that in the future, this trend will be even more important.

Paying with mobile

The surge in people using their phones to do their shopping, also means more people will pay using their mobile phones. In fact, around 55 percent of Germans do so. This means that the use of mobile banking apps has risen as well.

If you’re a business owner, regardless of niche, you have to make sure that mobile payments on your website are as smooth as silk. So, every business should try to improve this aspect.

Making it seamless

Another thing to consider is the fact that people here want an experience without any flaws. Since mobiles are the growing trend, make sure your website is displaying its best content while browsing from mobile.

Also, make the payment process seamless. No one wants to spend extra time trying to figure out how to complete a simple process of buying. If you don’t tend to this, people will just leave and find others.

The importance of free time

Germans are a unique bunch. The main reason that smartphone usage has risen here, as well as their usage for mobiles is the fact that everything is a matter of time here. People here just don’t have it, they’re very punctual and to the point.

So as experts say, the best way to target a german audience is to find the exact patterns when Germans do most of their shopping. While exact numbers vary, the typical shopping day for many is considered to be Sunday and the evening in general, where the largest surge of searches happens from 6 in the evening until midnight.

This could also be due to the fact that no shop is open on Sunday and people can’t actually go there. Of course, with the current situation, most physical shopping in Europe is disregarded in general, so online sales searches are at an all time high pretty much.

Under normal circumstances, however, there’s varying data on what is the exact key date to aim, but Sunday and evenings are generally agreed upon as being the most important dates. If you’re planning a business, that’s where most of your ads should focus on.


All in all

If you’re trying to be successful in the German market, you have to know the trends prevailing in the country. Regardless of niche, you should mainly focus on ensuring mobile payments and buying can be done easily, and then of course, focus on the product itself.

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