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DES GB2013 E

Online sales are the driving force behind Germany’s retail sector. E- commerce revenues posted double- digit growth for the third year in a row, at 12%, in 2013, while the Handelsverband Deutschland (HDE – German Retail Associa- tion) is forecasting an even higher 17% for 2014. One key influencer of and a clear win- ner from this trend is Amazon. This pure play- er from the US, which commands nearly 24% of Germany’s e-commerce market, generated more than 20% revenue growth in 2013, con- siderably outstripping market growth as a whole. Amazon has mastered the ins and outs of digitalisation like no other retailer: customer analytics, agile technology and ef- ficient processes offer customers an easy, convenient and personalised shopping expe- rience – from a home PC today or a smart- phone tomorrow, wherever and whenever they choose. Stores are surviving customers value bricks and mortar businesses even in the digital shopping age Our latest survey of German online shoppers has revealed that con- sumers already shop online more frequently than they go to bricks and mortar stores: 73% purchase products online via their home computer at least once a month, compared with 69% in a store. Across all sec- tors, 41% of online shoppers prefer to make their purchases only via web shops whereas 39% prefer to shop in physical stores. While nearly a quarter of the world’s consumers are already utilising multiple channels when shopping, the percentage of multi-channel shoppers in Germany is still much lower: 15% (+2 percentage points versus 2012) prepare their purchases online and then go to a store to buy or collect their selected products. Just 2% go to a store first and then buy a product online. A clear majority of consumers prefer the internet for purchases of books, music, films and video games (78%), consumer elec- tronics (61%) and toys (53%). O 1 2 3 For PwC’s survey “Total Retail – How multi-channel consumption is changing the retail business model of tomorrow”, a representative sample of 1,005 German online shoppers were questioned in July and August 2013 in online interviews. DEUTSCHEEUROSHOPANNUALREPORT2013/SHOPPING 037 P

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