The Covid-19 pandemic has had a significant impact on consumer behavior in Germany, with repeated store closures and lockdowns leading to a surge in popularity for Click & Collect services. According to the Online Monitor 2021 by the German Retail Association (HDE), many retailers, including industry giants like MediaMarkt, have seen a significant increase in the use of Click & Collect. This service allows customers to order goods online or by phone and then pick them up locally in-store. The HDE-Online Monitor found that three-quarters of internet users in Germany are now familiar with this service, with 44% having used it at least once in 2020. The total turnover of the retail industry through this service was €4.6 billion, accounting for around 6% of the total online turnover.
The largest turnover shares of Click & Collect were in CE/Electronics (27%), Fashion (21%), and Hobbies and Leisure (15%). The service has been well-received by consumers, with almost 60% of customers who have used it once indicating that they will continue to use it after the end of the lockdown. The pandemic has also led to a significant increase in sales through online platforms, with Amazon accounting for 53% of the total German online retail turnover when considering both its own sales and the marketplace. The pandemic has also led to an increase in the number of brick-and-mortar retailers with an online presence, with 45% of retailers now represented online. However, the proportion of retailers with their own online shops has continued to decline.
Overall, the German-speaking e-commerce market broke the €100 billion turnover mark for the first time during the pandemic, with a total turnover of €83.3 billion in Germany alone. The strongest growth was seen in Switzerland (27.9%), followed by Austria (17.4%) and Germany (14.6%). The online retail industry has proven to be resilient during the pandemic, with retailers and delivery services adapting to meet the increased demand. The pandemic has also highlighted the importance of online marketplaces, with many brick-and-mortar retailers using them to sell goods without having to build their own online shops.
