(Image Source: www.pixabay.com)
According to a survey conducted on behalf of Mastercard, shopping in Germany is on the rise, with fashion leading the way as the most popular product category. Everyday essentials like food, cosmetics, and medication are also seeing significant growth, driven by technological advancements such as e-prescriptions and mobile shopping apps.
As Germans embrace e-commerce, the industry is poised to reach record sales of €87.1 billion in 2024. According to the survey by GfK for Mastercard, now 39% of Germans shop online at least once a week (up from 34% last year) and the percentage of heavy users have risen from 19% to 25%. Do you want to find out more? Read about the most important findings from the Mastercard’s survey conducted by GfK below!
E-commerce in Germany 2024: Key insights
- Fashion dominates online shopping:
- Two-thirds of Germans (66%) purchased clothing and shoes online in the past year, a significant increase from 43% in 2020.
- Electronics (47%) and entertainment media (45%) remain other top categories.
- Everyday products surge online:
- Online grocery shopping has grown by 266% in just five years, with 25% of Germans now buying food online compared to 7% in 2020.
- Personal care products have seen similar growth, with 35% of consumers ordering them online, nearly double the 18% recorded in 2020.
- Medication purchases increase:
- 44% of Germans now buy medication online, up from 32% in 2022.
- E-prescriptions, introduced in 2022, have played a key role, with around half of all prescriptions now issued digitally.
E-commerce in Germany has seen remarkable growth in 2024, transforming how consumers interact with online shopping. Beyond the rise in product categories like fashion, food, and medicines, three standout trends are reshaping the shopping experience.
Trend #1 Mobile commerce: Shopping anytime, anywhere
Smartphones have become the preferred device for online shopping in Germany, used by 38% of consumers. Among those aged 30–39, this figure rises to 60%. Laptops (25%) and desktops (26%) follow closely, while tablets are less common at 10%.
“Mobile commerce first is the norm today,” says Dr. Peter Robejsek, Managing Director at Mastercard Germany. “Smartphones allow spontaneous, fast purchases, supported by retailer apps that deliver a seamless and personalized experience.“
Trend #2 Biometric payments: Security and convenience
Biometric payment methods are gaining popularity in Germany, with 35% of consumers using them in 2024, up from 26% in 2022.
Preferred methods:
- Fingerprint authentication (70%)
- Facial recognition (44%)
- Voice (10%)
- Iris scans (8%)
Many consumers find biometric payments more secure (40%) and convenient (40%) as they eliminate the need for passwords or PINs. Around 43% of Germans are open to using biometrics at in-store checkouts, while 21% have already used them for online transactions.
Trend #3 Click to pay: A revolution in online checkout
Convenience in payment processes is critical for shoppers. Mastercard’s “Click to Pay” simplifies online purchases by securely tokenizing card details. Users can skip repetitive data entry, making transactions faster and safer.
“Click to pay marks a new era for e-commerce,” explains Dr. Robejsek. “It ensures secure, seamless transactions while reducing cart abandonment rates.”
E-commerce in Germany 2024: Conclusion
The rapid growth of online shopping in Germany reflects a shift in consumer behavior driven by convenience, technological advancements, and evolving preferences. With fashion leading sales, everyday products like groceries and personal care items gaining traction, and innovative payment solutions like biometrics and Click to Pay simplifying transactions, e-commerce is becoming a cornerstone of daily life for Germans.
As the industry is set to achieve record-breaking sales of €87.1 billion in 2024, businesses must continue adapting to consumer demands for seamless, personalized, and secure shopping experiences. With smartphones dominating purchases and sustainability becoming increasingly important, the future of e-commerce in Germany is not only bright but transformative.
For consumers, online shopping has never been more accessible or innovative, making it the preferred way to shop in 2024 and beyond.
About the study
The insights are based on a GfK survey commissioned by Mastercard. Conducted online with 1,004 respondents aged 18–74, the study highlights key trends in “Payment as Part of the Shopping Experience in 2024.”
***
