Germany Shopper Report Insights

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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?

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