Ecommerce in Germany: everything you need to know

Ecommerce in Germany: everything you need to know

Ecommerce in Germany: everything you need to know

Ecommerce in Germany: everything you need to know

Everything you need to know about German ecommerce: trends, insights, data, and tips from industry experts.

Everything you need to know about German ecommerce: trends, insights, data, and tips from industry experts.

Suggerimenti per l'ecommerce

Suggerimenti per l'ecommerce

Suggerimenti per l'ecommerce

19 nov 2024

As the biggest market in the EU, Germany is a vital component of Europe’s economic machine, and an important indicator of general attitudes towards online shopping, ecommerce, and the economic situation in general.

To learn more about how the German shoppers really think and feel, we surveyed 2,000 consumers in the country. The data forms part of our European Ecommerce Report 2025.

By reading this report, you will learn how 10,000 European consumers feel about ecommerce, with a key focus on the data from the 2,000 Germans who took part in the survey. The results show what you can do to attract, delight, and convert shoppers in the country, as well as the consumer sentiment around the economic situation and spending.  

Annett Polaszewski-Plath, Mollie Managing Director DACH, sums up the general sentiment in Germany: “Despite global economic pressures, the German market continues to show resilience, combined with a sense of tempered optimism, which we see reflected in both the current and future economic outlook results. To me, this suggests that businesses no longer view the inflation pressures and supply chain issues of recent years as ‘crises’, and that they’re preparing for a slow recovery, rather than a rapid rebound.”

As the biggest market in the EU, Germany is a vital component of Europe’s economic machine, and an important indicator of general attitudes towards online shopping, ecommerce, and the economic situation in general.

To learn more about how the German shoppers really think and feel, we surveyed 2,000 consumers in the country. The data forms part of our European Ecommerce Report 2025.

By reading this report, you will learn how 10,000 European consumers feel about ecommerce, with a key focus on the data from the 2,000 Germans who took part in the survey. The results show what you can do to attract, delight, and convert shoppers in the country, as well as the consumer sentiment around the economic situation and spending.  

Annett Polaszewski-Plath, Mollie Managing Director DACH, sums up the general sentiment in Germany: “Despite global economic pressures, the German market continues to show resilience, combined with a sense of tempered optimism, which we see reflected in both the current and future economic outlook results. To me, this suggests that businesses no longer view the inflation pressures and supply chain issues of recent years as ‘crises’, and that they’re preparing for a slow recovery, rather than a rapid rebound.”

As the biggest market in the EU, Germany is a vital component of Europe’s economic machine, and an important indicator of general attitudes towards online shopping, ecommerce, and the economic situation in general.

To learn more about how the German shoppers really think and feel, we surveyed 2,000 consumers in the country. The data forms part of our European Ecommerce Report 2025.

By reading this report, you will learn how 10,000 European consumers feel about ecommerce, with a key focus on the data from the 2,000 Germans who took part in the survey. The results show what you can do to attract, delight, and convert shoppers in the country, as well as the consumer sentiment around the economic situation and spending.  

Annett Polaszewski-Plath, Mollie Managing Director DACH, sums up the general sentiment in Germany: “Despite global economic pressures, the German market continues to show resilience, combined with a sense of tempered optimism, which we see reflected in both the current and future economic outlook results. To me, this suggests that businesses no longer view the inflation pressures and supply chain issues of recent years as ‘crises’, and that they’re preparing for a slow recovery, rather than a rapid rebound.”

As the biggest market in the EU, Germany is a vital component of Europe’s economic machine, and an important indicator of general attitudes towards online shopping, ecommerce, and the economic situation in general.

To learn more about how the German shoppers really think and feel, we surveyed 2,000 consumers in the country. The data forms part of our European Ecommerce Report 2025.

By reading this report, you will learn how 10,000 European consumers feel about ecommerce, with a key focus on the data from the 2,000 Germans who took part in the survey. The results show what you can do to attract, delight, and convert shoppers in the country, as well as the consumer sentiment around the economic situation and spending.  

Annett Polaszewski-Plath, Mollie Managing Director DACH, sums up the general sentiment in Germany: “Despite global economic pressures, the German market continues to show resilience, combined with a sense of tempered optimism, which we see reflected in both the current and future economic outlook results. To me, this suggests that businesses no longer view the inflation pressures and supply chain issues of recent years as ‘crises’, and that they’re preparing for a slow recovery, rather than a rapid rebound.”

How German shoppers feel about the economy

German shoppers, like many across Europe, are currently in the process of navigating economic uncertainty. And consumer sentiment is largely driven by ongoing economic challenges. Feelings about the current economic situation remain stable, however, with similar numbers of consumers feeling positive, neutral, and negative about it in 2024 and 2023.

Christopher Henke, Mollie Sales Lead DACH: “If we start to see significant changes in how people shop online, particularly during a downturn, agile ecommerce businesses can use this data to their advantage by adapting their offering and focusing on competitive pricing, transparency, and improved customer experiences.”

German shoppers, like many across Europe, are currently in the process of navigating economic uncertainty. And consumer sentiment is largely driven by ongoing economic challenges. Feelings about the current economic situation remain stable, however, with similar numbers of consumers feeling positive, neutral, and negative about it in 2024 and 2023.

Christopher Henke, Mollie Sales Lead DACH: “If we start to see significant changes in how people shop online, particularly during a downturn, agile ecommerce businesses can use this data to their advantage by adapting their offering and focusing on competitive pricing, transparency, and improved customer experiences.”

German shoppers, like many across Europe, are currently in the process of navigating economic uncertainty. And consumer sentiment is largely driven by ongoing economic challenges. Feelings about the current economic situation remain stable, however, with similar numbers of consumers feeling positive, neutral, and negative about it in 2024 and 2023.

Christopher Henke, Mollie Sales Lead DACH: “If we start to see significant changes in how people shop online, particularly during a downturn, agile ecommerce businesses can use this data to their advantage by adapting their offering and focusing on competitive pricing, transparency, and improved customer experiences.”

German shoppers, like many across Europe, are currently in the process of navigating economic uncertainty. And consumer sentiment is largely driven by ongoing economic challenges. Feelings about the current economic situation remain stable, however, with similar numbers of consumers feeling positive, neutral, and negative about it in 2024 and 2023.

Christopher Henke, Mollie Sales Lead DACH: “If we start to see significant changes in how people shop online, particularly during a downturn, agile ecommerce businesses can use this data to their advantage by adapting their offering and focusing on competitive pricing, transparency, and improved customer experiences.”

Future outlook for ecommerce in Germany

Looking ahead, the number of people who expect the economic situation to improve has dropped from 47% to 42%. At the same time, the amount of consumers who expect the economy to worsen has increased from 19% to 25%.

This negative sentiment is echoed in the attitude to online shopping habits, with the number of people who say they will spend more online over the next 12 months slightly falling from 47% to 42%. 

It’s not all doom and gloom however, with the number of online shoppers who expect to ‘spend a lot more’ almost doubling from 7% to 12%.

Christopher says: “The opportunities for German ecommerce businesses here would be to focus on value and cost-effectiveness. The majority of shoppers anticipate no change in their shopping habits, or intend to spend more, so developing tailored offers and building long-term relationships is advised.”

Looking ahead, the number of people who expect the economic situation to improve has dropped from 47% to 42%. At the same time, the amount of consumers who expect the economy to worsen has increased from 19% to 25%.

This negative sentiment is echoed in the attitude to online shopping habits, with the number of people who say they will spend more online over the next 12 months slightly falling from 47% to 42%. 

It’s not all doom and gloom however, with the number of online shoppers who expect to ‘spend a lot more’ almost doubling from 7% to 12%.

Christopher says: “The opportunities for German ecommerce businesses here would be to focus on value and cost-effectiveness. The majority of shoppers anticipate no change in their shopping habits, or intend to spend more, so developing tailored offers and building long-term relationships is advised.”

Looking ahead, the number of people who expect the economic situation to improve has dropped from 47% to 42%. At the same time, the amount of consumers who expect the economy to worsen has increased from 19% to 25%.

This negative sentiment is echoed in the attitude to online shopping habits, with the number of people who say they will spend more online over the next 12 months slightly falling from 47% to 42%. 

It’s not all doom and gloom however, with the number of online shoppers who expect to ‘spend a lot more’ almost doubling from 7% to 12%.

Christopher says: “The opportunities for German ecommerce businesses here would be to focus on value and cost-effectiveness. The majority of shoppers anticipate no change in their shopping habits, or intend to spend more, so developing tailored offers and building long-term relationships is advised.”

Looking ahead, the number of people who expect the economic situation to improve has dropped from 47% to 42%. At the same time, the amount of consumers who expect the economy to worsen has increased from 19% to 25%.

This negative sentiment is echoed in the attitude to online shopping habits, with the number of people who say they will spend more online over the next 12 months slightly falling from 47% to 42%. 

It’s not all doom and gloom however, with the number of online shoppers who expect to ‘spend a lot more’ almost doubling from 7% to 12%.

Christopher says: “The opportunities for German ecommerce businesses here would be to focus on value and cost-effectiveness. The majority of shoppers anticipate no change in their shopping habits, or intend to spend more, so developing tailored offers and building long-term relationships is advised.”

Germany’s most popular payment methods

In Germany, PayPal is the most popular online payment method, with 67% of consumers preferring to use it for online purchases. Purchasing on account is in second place with 40%, and cards, direct debits, and SEPA Bank Transfer make up the rest of the top five methods.

In a different question, we also asked about buy now, pay later (BNPL) methods, and 37% of consumers say they use this option more often than they did 12 months ago. So, it will be interesting to see how BNPL usage evolves over time.

Annett is excited about BNPL’s future in Germany. She says: “While it’s true that Germans have been slower to embrace BNPL, this is to be expected with stronger local regulations around consumer protection and a strong tradition of fiscal prudence. But it’s interesting to see that over a third of German respondents reported using BNPL methods more often over the last 12 months, suggesting that its popularity will continue to grow.”

In Germany, PayPal is the most popular online payment method, with 67% of consumers preferring to use it for online purchases. Purchasing on account is in second place with 40%, and cards, direct debits, and SEPA Bank Transfer make up the rest of the top five methods.

In a different question, we also asked about buy now, pay later (BNPL) methods, and 37% of consumers say they use this option more often than they did 12 months ago. So, it will be interesting to see how BNPL usage evolves over time.

Annett is excited about BNPL’s future in Germany. She says: “While it’s true that Germans have been slower to embrace BNPL, this is to be expected with stronger local regulations around consumer protection and a strong tradition of fiscal prudence. But it’s interesting to see that over a third of German respondents reported using BNPL methods more often over the last 12 months, suggesting that its popularity will continue to grow.”

In Germany, PayPal is the most popular online payment method, with 67% of consumers preferring to use it for online purchases. Purchasing on account is in second place with 40%, and cards, direct debits, and SEPA Bank Transfer make up the rest of the top five methods.

In a different question, we also asked about buy now, pay later (BNPL) methods, and 37% of consumers say they use this option more often than they did 12 months ago. So, it will be interesting to see how BNPL usage evolves over time.

Annett is excited about BNPL’s future in Germany. She says: “While it’s true that Germans have been slower to embrace BNPL, this is to be expected with stronger local regulations around consumer protection and a strong tradition of fiscal prudence. But it’s interesting to see that over a third of German respondents reported using BNPL methods more often over the last 12 months, suggesting that its popularity will continue to grow.”

In Germany, PayPal is the most popular online payment method, with 67% of consumers preferring to use it for online purchases. Purchasing on account is in second place with 40%, and cards, direct debits, and SEPA Bank Transfer make up the rest of the top five methods.

In a different question, we also asked about buy now, pay later (BNPL) methods, and 37% of consumers say they use this option more often than they did 12 months ago. So, it will be interesting to see how BNPL usage evolves over time.

Annett is excited about BNPL’s future in Germany. She says: “While it’s true that Germans have been slower to embrace BNPL, this is to be expected with stronger local regulations around consumer protection and a strong tradition of fiscal prudence. But it’s interesting to see that over a third of German respondents reported using BNPL methods more often over the last 12 months, suggesting that its popularity will continue to grow.”

What German shoppers expect from online retailers

Generally speaking, German consumers usually focus on convenience, transparency, and trust. This is reflected in the survey results which show that German shoppers differ considerably to some of their European neighbours.


Generally speaking, German consumers usually focus on convenience, transparency, and trust. This is reflected in the survey results which show that German shoppers differ considerably to some of their European neighbours.


Generally speaking, German consumers usually focus on convenience, transparency, and trust. This is reflected in the survey results which show that German shoppers differ considerably to some of their European neighbours.


Generally speaking, German consumers usually focus on convenience, transparency, and trust. This is reflected in the survey results which show that German shoppers differ considerably to some of their European neighbours.


How to build customer loyalty in Germany

Customer loyalty is a crucial focus for ecommerce businesses, and understanding what drives repeat purchases in Germany and across Europe is vital for long-term success.

Free shipping, available payment methods, and getting the best price are the most important factors driving repeat purchases in Germany. It’s also interesting to see that German respondents place less importance on every factor than their European counterparts.

So, do German shoppers simply not like making repeat purchases? Not at all, it’s just that they prefer establishing relationships over time and, once they’ve made a decision to buy something, that the purchasing process is simple, with as little friction as possible. 

Annett has a few suggestions as to why German shoppers are less enthusiastic about delivery and loyalty programmes. She says: “German consumers tend to value a clear and straightforward shopping experience. This cultural emphasis on transparency could explain why they place such a high importance on login and registration. They also place less importance on multiple delivery options or loyalty programmes, which can sometimes complicate the purchasing process rather than streamline it.”

Customer loyalty is a crucial focus for ecommerce businesses, and understanding what drives repeat purchases in Germany and across Europe is vital for long-term success.

Free shipping, available payment methods, and getting the best price are the most important factors driving repeat purchases in Germany. It’s also interesting to see that German respondents place less importance on every factor than their European counterparts.

So, do German shoppers simply not like making repeat purchases? Not at all, it’s just that they prefer establishing relationships over time and, once they’ve made a decision to buy something, that the purchasing process is simple, with as little friction as possible. 

Annett has a few suggestions as to why German shoppers are less enthusiastic about delivery and loyalty programmes. She says: “German consumers tend to value a clear and straightforward shopping experience. This cultural emphasis on transparency could explain why they place such a high importance on login and registration. They also place less importance on multiple delivery options or loyalty programmes, which can sometimes complicate the purchasing process rather than streamline it.”

Customer loyalty is a crucial focus for ecommerce businesses, and understanding what drives repeat purchases in Germany and across Europe is vital for long-term success.

Free shipping, available payment methods, and getting the best price are the most important factors driving repeat purchases in Germany. It’s also interesting to see that German respondents place less importance on every factor than their European counterparts.

So, do German shoppers simply not like making repeat purchases? Not at all, it’s just that they prefer establishing relationships over time and, once they’ve made a decision to buy something, that the purchasing process is simple, with as little friction as possible. 

Annett has a few suggestions as to why German shoppers are less enthusiastic about delivery and loyalty programmes. She says: “German consumers tend to value a clear and straightforward shopping experience. This cultural emphasis on transparency could explain why they place such a high importance on login and registration. They also place less importance on multiple delivery options or loyalty programmes, which can sometimes complicate the purchasing process rather than streamline it.”

Customer loyalty is a crucial focus for ecommerce businesses, and understanding what drives repeat purchases in Germany and across Europe is vital for long-term success.

Free shipping, available payment methods, and getting the best price are the most important factors driving repeat purchases in Germany. It’s also interesting to see that German respondents place less importance on every factor than their European counterparts.

So, do German shoppers simply not like making repeat purchases? Not at all, it’s just that they prefer establishing relationships over time and, once they’ve made a decision to buy something, that the purchasing process is simple, with as little friction as possible. 

Annett has a few suggestions as to why German shoppers are less enthusiastic about delivery and loyalty programmes. She says: “German consumers tend to value a clear and straightforward shopping experience. This cultural emphasis on transparency could explain why they place such a high importance on login and registration. They also place less importance on multiple delivery options or loyalty programmes, which can sometimes complicate the purchasing process rather than streamline it.”

How German consumers shop online

When we look at the processes Germans follow when shopping online, international retail sites like Amazon and eBay (51%) are the most popular way to find products, followed by search engines (40%). Germans were also more likely to visit comparison websites than their European counterparts.

What is potentially more interesting are the less popular online shopping processes, which include asking people for advice, searching online and then visiting a physical store, visiting a physical store then searching online later, and using social media and social media influencers.

We also asked German shoppers about how their buying behaviour had changed. Almost half say they try to buy a product for the lowest price possible, and 41% do more research before buying a new item. This indicates that online consumers in Germany are becoming increasingly diligent when it comes to making purchase decisions.

Christopher says: “I would recommend considering techniques like bundling products together, offering discounts for multiple purchases, and even best-price guarantees. To cater for more research-oriented customers, detailed product descriptions, comparison tools and trust-building elements like certifications or customer testimonials can also prove effective.” 

When we look at the processes Germans follow when shopping online, international retail sites like Amazon and eBay (51%) are the most popular way to find products, followed by search engines (40%). Germans were also more likely to visit comparison websites than their European counterparts.

What is potentially more interesting are the less popular online shopping processes, which include asking people for advice, searching online and then visiting a physical store, visiting a physical store then searching online later, and using social media and social media influencers.

We also asked German shoppers about how their buying behaviour had changed. Almost half say they try to buy a product for the lowest price possible, and 41% do more research before buying a new item. This indicates that online consumers in Germany are becoming increasingly diligent when it comes to making purchase decisions.

Christopher says: “I would recommend considering techniques like bundling products together, offering discounts for multiple purchases, and even best-price guarantees. To cater for more research-oriented customers, detailed product descriptions, comparison tools and trust-building elements like certifications or customer testimonials can also prove effective.” 

When we look at the processes Germans follow when shopping online, international retail sites like Amazon and eBay (51%) are the most popular way to find products, followed by search engines (40%). Germans were also more likely to visit comparison websites than their European counterparts.

What is potentially more interesting are the less popular online shopping processes, which include asking people for advice, searching online and then visiting a physical store, visiting a physical store then searching online later, and using social media and social media influencers.

We also asked German shoppers about how their buying behaviour had changed. Almost half say they try to buy a product for the lowest price possible, and 41% do more research before buying a new item. This indicates that online consumers in Germany are becoming increasingly diligent when it comes to making purchase decisions.

Christopher says: “I would recommend considering techniques like bundling products together, offering discounts for multiple purchases, and even best-price guarantees. To cater for more research-oriented customers, detailed product descriptions, comparison tools and trust-building elements like certifications or customer testimonials can also prove effective.” 

When we look at the processes Germans follow when shopping online, international retail sites like Amazon and eBay (51%) are the most popular way to find products, followed by search engines (40%). Germans were also more likely to visit comparison websites than their European counterparts.

What is potentially more interesting are the less popular online shopping processes, which include asking people for advice, searching online and then visiting a physical store, visiting a physical store then searching online later, and using social media and social media influencers.

We also asked German shoppers about how their buying behaviour had changed. Almost half say they try to buy a product for the lowest price possible, and 41% do more research before buying a new item. This indicates that online consumers in Germany are becoming increasingly diligent when it comes to making purchase decisions.

Christopher says: “I would recommend considering techniques like bundling products together, offering discounts for multiple purchases, and even best-price guarantees. To cater for more research-oriented customers, detailed product descriptions, comparison tools and trust-building elements like certifications or customer testimonials can also prove effective.” 

How to attract German shoppers

We also asked shoppers to identify buying triggers when they’re online. When it comes to making an online purchase, 39% of German shoppers say discount offers shown when they’re about to leave a retailer’s website would cause them to buy something. And 34% of German consumers say reminder emails or newsletters from preferred brands will make them purchase something online. 

At the same time, suggested related products, social media ads, and influencer promotions are less likely to drive immediate purchases for German consumers. This shows a more cautious and deliberate approach to online shopping, where direct communication is more effective than social media promotions or influencer marketing​.

The most important aspects when choosing a retailer to purchase from are free shipping (42%) and being a retailer that the consumer knows and trusts (38%).

Christopher: “Ecommerce businesses looking to attract more customers can take advantage of these trends by putting more emphasis on strategically placed discounts, establishing strong long-term relationships through consistent communication, and strengthening brand trust through guarantees and certifications. Honesty and directness are key.”

Why German shoppers abandon carts

Shopping cart abandonment remains a significant challenge for almost all ecommerce businesses, so it’s vital to understand the key reasons why German consumers abandon their carts.

The most common reason is high shipping costs or taxes, with 55% of consumers citing this as a reason for them to abandon their cart. This is no surprise, especially amongst the more price-conscious, as these unexpected, additional costs can quickly become a deal breaker. 

Other major reasons for cart abandonment include payment security (44%), available payment methods (41%) and concerns over data being shared with third parties (34%). This highlights the importance of trust when it comes to online shopping.

Christopher: “In order to minimise cart abandonments, free or discounted shipping can be a game changer. If this isn’t possible, then you should always be transparent about shipping costs early in the process. Offering multiple payment methods and building trust through secure, respected payment gateways can also boost conversions."

How German shoppers use social media

Social media plays an important role in the online shopping journey for many German consumers for both research and purchasing. Like other European countries, the big three for selling are Facebook (36%), YouTube (34%), and Instagram (30%).

Christopher: “There’s no doubt that German ecommerce businesses should have an active social media presence. A good way to attract customers is to create detailed, educational video content that convinces them to continue to your site for more detailed research or even to make a purchase.” 

Ecommerce in Germany: final thoughts

Here’s a quick recap of everything we’ve covered:

How German shoppers are feeling: Despite minor shifts in perception, German consumers largely view the economic situation as stable.

Future outlook: While there is a growing amount of moderately negative sentiment, there are also areas of extreme optimism, balancing hopes for stability.

Payment preferences: PayPal dominates the German payment landscape, while traditional methods like purchase on account still hold strong cultural value.

What shoppers expect: Building a sense of security and trust at the start of the buying journey goes a long way, so a smooth login and registration process is vital.

Customer loyalty: Germans are less motivated by loyalty programs, reflecting a focus on practical, long-term value rather than short-term incentives.

How customers shop online: Like the rest of Europe, German shoppers are now looking for the lowest prices and conducting more research before buying goods.

Attracting more customers: German customers are still likely to respond to strategically placed discounts, as well as consistent brand communications like emails or newsletters.

Cart abandonment: Free shipping appears to have a big impact on conversion, as does offering secure, trustworthy payment methods and checkout.

Social media: An ongoing social media presence is important, with Youtube, Facebook and Instagram being the most popular platforms.

For long-term success in Germany, Annett says: “Building an ecommerce presence in Germany is very similar to building a sturdy house. Forget the flashy decor and mood lighting. German shoppers want a solid foundation built on trust, reliability, quality, and prices that stand up to scrutiny. Get those right, and you’ll have a business that German customers return to time and time again.”

How Mollie can grow your ecommerce business in Germany

In the current economic environment, optimisation isn’t just an advantage; it’s a necessity. At Mollie, we offer a range of features to help your ecommerce businesses meet the ever-evolving demands of German consumers.

Here’s how our solution can help your business:

  • Unified online and in-person payments: Manage all offline and online payments through one integration.

  • Boost conversion: Offer 35+ payment methods, including global and local options.

  • Simplify doing business: Save time with real-time reports, insights, and reconciliation.

  • Get paid faster: Send payment requests and branded invoices for quick, easy payments.

  • Flexible business funding: Access up to 250k in funding with transparent pricing and flexible repayments.

Find out more about payments with Mollie.

We partnered with leading research agency Coleman Parkes to survey 10,000 European consumers who shop online (at least one online purchase in the last month, though 66% had bought something in the previous week). 

The research was conducted online in July and August 2024.

The research was conducted across the Netherlands, Belgium, the UK, Germany, and France, with 2,000 surveys conducted in each market. To get a true representation of consumers in the research sample, a mix of age ranges, genders, and income brackets was included.

About the research

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MollieCrescitaEcommerce in Germany: everything you need to know
MollieCrescitaEcommerce in Germany: everything you need to know
MollieCrescitaEcommerce in Germany: everything you need to know