German consumers embrace e-commerce
11.10.2013 383 views
Online shopping is becoming increasingly popular in Germany, as consumers appreciate the ease it offers and are reassured by consumer-friendly laws, recent findings indicate. According to BITKOM, the trade body for IT, telecoms and new media, which has analysed data from Eurostat, the European statistics agency, two thirds of German citizens have shopped online during 2012, up from 53 percent in 2008. In addition, this was well above the current European average of 45 percent.
A recent survey also finds that most online shoppers paid on account (58 percent), just over half (52 percent) used online payment services, while 46 percent paid by direct debit. In this respect, Germany differed from other countries where bank cards were the most popular payment method. German online retailers also benefited from popularity with shoppers in neighboring Austria. Northern Europeans, especially Scandinavians, were significantly more likely to be e-shoppers. Norway topped the rankings with 76 percent of citizens there having bought online during the previous 12 months.
Sweden ranked second with 74 percent, closely followed by Denmark with 73 percent. The UK was similar to Denmark, followed by Luxembourg (68 percent), while the Netherlands and Finland joined Germany on 65 percent. The picture was very different in Southern and Eastern Europe, however, where internet usage has generally been lower and economic downturn more severe. Therefore, 31 percent of Spanish citizens have shopped online.