Following our first Germany Shopper Report published in 2021, the 2022 report considers if changes to online shopping behaviour will remain after 2 years of lockdowns, the reasons why consumers buy online, and an analysis of Amazon buying habits.
Joanna Perry, Global Head of Marketing and Torsten Schäfer, Director of EU Business Operations & Germany Country Manager discuss:
Why 84% of German online shoppers say they'll spend the same or more online in 2022.
DTC websites are an important part of the online shopper journey - 94% gave a specific reason why they bought from a brand's website.
94% of German online shoppers bought gifts online in 2021, 81% bought gifts from Amazon. What does this mean for your online channel strategy?
Key categories where Amazon is likely to take additional market share
Amazon Prime membership continues to grow with 26% increase in shoppers who report having access to their own or someone else's account. What does this mean for Amazon Germany's growth?