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A Study on Online Shopping Determines when German Consumers Shop Online

Online shopping in Germany: Saturday is the preferred day for shopping amongst German consumers. That was determined by a consumer survey of the German Federal Association of E-Commerce and Mail Order Purchase (bevh) and Creditreform Boniversum GmbH. However, more than half of the 1000 people questioned indicated that they have neither a preferred time of day nor day of the week for online shopping.

Online shopping is particularly popular at the weekend.
Online shopping is particularly popular at the weekend.

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Germans have long since been accustomed to shopping online: 9 out of 10 people shop online and from mail order businesses. In 2016, EUR 72.4 million worth of goods was ordered. E-Commerce is booming – particularly in the clothing sector (EUR 11.2 mil)

Weekends are for internet shopping

So when does Germany prefer to shop? Among those who stated a preferred day in the bevh survey, Saturday ranked first (30%) – more than Monday, Tuesday and Wednesday together.

Only medication and food are often ordered in the morning.
Only medication and food are often ordered in the morning.

For those interested in the sports business sector (clothing, footwear), Saturday is particularly popular (34%). This is followed by Friday (20%) and Sunday (14%). Online shoppers show little interest in Monday to Thursday (in total only 32%).

Preferred weekdays for separate areas of online shopping in Germany.
Preferred weekdays for separate areas of online shopping in Germany.

In terms of time of day, 61% stated they prefer to do online shopping in the evenings, between 6pm and midnight. In the clothing and footwear sector that number is 63%.

Online shopping in Germany is “un-ritualistic”

“The number of consumers who shop at completely different
times of day (56%) and on different days of the week (80%) shows that digital purchase is no longer a case of ritual. Personal time frames and necessities determine online shopping and not the opening times of traditional shopping facilities”. So reads a conclusion of the bevh study.

ISPO offers a detailed study on the shopping habits of consumers in sport and outdoor business. You can find more information here. >>>

Video: The future of sports retail?

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