Amazon is the go-to place for Germans to do their Christmas buying. Two-thirds of present consumers store on the American on-line retail big throughout this vacation season, in line with a brand new examine. And 15 p.c of customers store on a number of platforms from China, with their potential market share being even bigger.
That is based mostly on analysis by the Nuremberg Institute for Market Selections (NIM), which surveyed round 1,000 customers in late November. They had been requested the place they’d purchased or deliberate to purchase their Christmas items.
Department shops on the decline
Curiously, just one in three Germans studies shopping for items in bodily shops, comparable to specialty retailers, drugstores, and malls. Whereas malls had been as soon as dominant a long time in the past, solely 20 p.c now go to them for Christmas presents.
One in 5 buys Christmas items in malls
On-line division retailer Amazon, the clear market chief in ecommerce in Germany, is far more widespread. Of German present consumers, 66 p.c do their Christmas buying on Amazon.de – virtually two-thirds. Furthermore, Amazon’s influence on offline retail in Germany can be vital, as many purchases in bodily shops are preceded by a seek for data on the platform.
Amazon’s dominance
The determine beneath illustrates Amazon’s dominance.
It additionally exhibits that 15 p.c of German present consumers make purchases on Chinese language platforms, with Temu, boasting a penetration fee of 10 p.c, being the most well-liked, adopted by Shein (5 p.c). Collectively, these two platforms promote round 3.3 billion euros value of merchandise in Germany this 12 months, in line with one other examine by the German Retail Federation (HDE).
One in ten Germans retailers items on Temu
After Temu, significantly widespread amongst individuals with decrease incomes, and Shein, AliExpress (4 p.c) and TikTok Store (2 p.c) comply with, with TikTok Store gaining traction in Germany after a hesitant begin.
Progress potential
In response to NIM, the Chinese language platforms nonetheless have appreciable progress potential in Germany: 30 p.c of present consumers categorical curiosity in buying on these platforms for Christmas sooner or later, double the variety of consumers this 12 months. Nonetheless, the expansion charges of Shein and Temu in Europe have slowed significantly. Amazon grew by 8.7 p.c final 12 months in Germany, partly due to a big enhance in promoting income.
