German online trade is booming: trust and sustainability in focus!

German online trade is booming: trust and sustainability in focus!

What is happening in online trading? The current one Nexi E-Commerce Report 2024 for Germany shows that online shopping has rapidly increased in popularity in recent years. A study by Teleperformance conducted for Nexi reveals that an impressive 94% of Germans have shopped online in the last four weeks. Countless reasons drive consumers to abandon their usual in-store shopping habits. Over half of those surveyed (58%) cite lack of time as their main motivation, while 19% value the ease of use of the platforms and the independence from opening times.

But trust and sustainability are also crucial for buyers. According to the study, 89% of online shoppers prefer local web stores, and many value environmentally friendly practices. 57% want minimalist packaging, and 25% are willing to accept longer delivery times in order to improve their carbon footprint. What is interesting here is that the most popular payment methods predominantly include e-wallets (48%), followed by purchase on account (33%) and card payments (30%).

The benefits and challenges of online shopping

Online trading offers many advantages: it is available around the clock, deliveries come directly to your home, and there are often attractive discounts on holidays. However, not everything that glitters is gold. Sales in online retail have also increased, increasing by around 17% in 2020, which corresponds to around 3.6 million packages more than in the previous year ( Environment in the classroom ). The range of goods is becoming increasingly wider and even supermarkets now offer delivery services. However, a negative aspect of online trading is the high return rate, especially for clothing, which is up to 50% - around 800,000 packages are returned every day.

Concerns about the environment cannot be dismissed either. The discussion about the social and ecological impacts of online trading has broken out. The ver.di union criticizes not only the working conditions, but also the pay in the industry. In addition, online trading could lead to higher consumption, which is undoubtedly a burden on the environment. An example of this is the average CO2 emissions from shipping, which are between 200 and 400 grams per delivery, compared to car trips, which cause 600 to 1,100 grams.

Trend forecasts for the future of e-commerce

Developments in e-commerce appear to be accelerating rapidly. An analysis of that E-Commerce Institute shows that emotional customer loyalty, the use of artificial intelligence, and sustainability are central trends that will shape the industry in the coming years. Consumers no longer just demand affordable prices, but also an emotional connection to brands and their values.

Companies also have the opportunity to benefit from the integration of omnichannel strategies and retail media networks. It is becoming increasingly important to offer customers a seamless shopping experience that works across different channels. Generation Z plays a crucial role in this because they attach particular importance to sustainable and transparent supply chains.

Conclusion: Online retail is transforming not only in terms of technologies, but also in terms of consumer values ​​and requirements. To survive in the long term, companies must adapt their business models and be strategically positioned to take into account both the needs of their customers and the challenges of sustainability.