Bitkom Releases Study on Trends in E-Commerce and Brick-and-Mortar Retail

The Bitkom – Federal Association for Information Technology, Telecommunications and New Media, publishes a study report on digital commerce. Marketing, purchasing processes, service; this is how consumers and retailers utilize digital technologies online and in-store.

(Berlin) Who shops online, which products are particularly in demand in online shopping, and how much value do consumers place on Wi-Fi in stores? How many retail companies are shifting their business online, what innovative services do they offer their customers, and how does a consistent digital strategy impact sales? The digital association Bitkom provides answers to these questions in a current study report on digital commerce – and also shows the influence of the Corona pandemic, especially on online retail. “Digitalization offers great opportunities for retailers. Online, they can provide their customers with a variety of innovative services related to product selection, purchasing processes, and delivery.

Brick-and-Mortar Retail Also Benefits from Digitalization

But brick-and-mortar retail also benefits: Apps, contactless payments, or technologies like augmented reality can significantly enhance the shopping experience for customers in-store,” says Bitkom retail expert Florian Lange. “The new study report highlights at a glance the opportunities available to retailers – and what consumers value, both online and offline.”

The new study report “E-Commerce and Brick-and-Mortar Retail: How Digitally Germans Shop” summarizes key findings from various representative surveys among wholesalers, retailers, and consumers. The contents include:

• 94 percent of internet users shop online. This corresponds to 79 percent of the population aged 16 and over, or about 55 million citizens. One third (34 percent) shops online at least once a week.
• 66 percent of retail companies sell their products both in-store and online. 25 percent sell exclusively in-store and 6 percent exclusively online. Those retailers who also sell online achieve significant revenues.
• Whether online or offline: Almost all retailers (98 percent) make themselves known on the internet. A homepage is standard – but only one in four retailers is active on social networks.

How Has Corona Boosted Online Grocery Shopping

Furthermore, the study report provides insight into how the Corona pandemic has boosted online grocery shopping and what role climate protection plays for consumers and retailers in online shopping.

The study report on “E-Commerce and Brick-and-Mortar Retail: How Digitally Germans Shop” is available for free download.

The Report

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