It seems that digital and brick-and-mortar retail seamlessly coexist, while Amazon influences consumer behavior worldwide. According to a new study in Germany, the profound reach of this e-commerce behemoth extends far beyond the boundaries of the online realm.
It turns out that over one-third of all purchases made in physical stores are directly swayed by information seekers on Amazon.
This was found in the latest Trend Check Handel report conducted by the ECC KÖLN, a subsidiary of the esteemed IFH KÖLN (Institut für Handelsforschung).
Navigating the digital vs retail
ECC KÖLN’s study delves into German consumers’ shopping habits within digital marketplaces, uncovering interesting stats. An overwhelming 73% of Germans see digital marketplaces as the ideal place to initiate online buying expeditions.
Amazon reigns supreme here, solidifying its position in Germany’s e-commerce landscape. It isn’t merely a preference; it often serves as the first choice over rivals such as eBay, Zalando, local marketplaces, and platforms predominantly offering Asian merchandise like AliExpress, Shein, Temu, and Wish.
The Amazon effect
Amazon’s influence extends well beyond the boundaries of the digital realm and into physical retail. Under the headline “Amazon Determines Online and Offline Shopping Behavior,” ECC KÖLN details Amazon’s impact on Germany’s retail ecosystem.
35% of all in-store purchases are preceded by diligent research on Amazon.de, while online transactions mirror this at 52%.
The sentiment among German consumers is that Amazon fuels their shopping habits. It was also found that 20% of those surveyed expressed a clear intention to curtail their purchases should Amazon vanish from the retail landscape – a figure that has doubled in four years.
One in five Germans now shops more frequently due to the giant retailer’s existence.
Navigating new entrants
Notwithstanding Amazon’s dominance, German consumers maintain a degree of skepticism when it comes to emerging players from China, such as Shein, Temu, and Wish. An astonishing 41% of consumers were reluctant to engage with marketplaces offering cheaper Asian goods, signaling a preference for more established and trusted platforms.
Consumer behavior in Australia
Germans aren’t unique in this regard. A month ago, a report on retail trends in Australia found that two-thirds, or 62.5% of Aussies compare in-store prices to online. This could be due to increased economic pressure as Australians battle high inflation rates, with 85% expressing their worries about just that.
Retailers should take note, as this could be valuable information on dealing with customers who are no longer strictly loyal to one channel.
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About the author
Marce has contributed tech to various prominent publications since 2018, offering a transparent perspective into the tech industry and its effects on its users. She now spends her time developing insightful content for industry players. You know, when she's not gaming or geeking out about the latest fad.
