Marketing

Despite record sales at Christmas, giving gifts remains personal – eCommerce Magazin

Many online shops offer their customers a gift service in which the goods from the online shop are packed and sent with the giver’s regards. However, only one in five online customers currently uses this service. As the Federal Association of E-Commerce and Mail Order Germany eV (bevh) reported, that is Christmas sales 2020 This year went online even more than usual due to the corona pandemic. According to the estimate of the bevh around every fourth euro spent on Christmas gifts in online retail.

Online trading: Giving is a personal matter

However, giving gifts is still a very personal matter for online buyers. As a representative online survey carried out over the holidays on behalf of the bevh with the opinion research institute Civey has shown that 20 percent of the respondents currently use the gift services of the online shops.

“Online shoppers insist on putting together their gifts they bought on the Internet, packing them and sending them with their own greetings – this was already shown by the queues in front of the post office and parcel acceptance points before Christmas. The record sales in online retail for this Christmas party also have a very personal face, ”explains Christoph Wenk-Fischer, Managing Director of bevh. “We are delighted that, together with our logistics and delivery partners, we were able to contribute to giving a little joy at Christmas despite everything.”

bevh Wenk-Fischer online trade
Christoph Wenk-Fischer is the managing director of the bevh. (Image: bevh)

The current survey did not separately record whether and to what extent vouchers for personal online shopping or online vouchers for stationary shopping in times after the current lockdown were bought and given away at Christmas this year. This further type of giving also regularly contributes to the total volume of the online Christmas business.

Buyers prefer online retailers from the EU

As the current study by the bevh has also shown, 56 percent of those surveyed prefer to shop in online shops of providers who are based in the EU. Just over one in three stated that they did not pay attention to whether the webshop provider was based in the EU. Around six percent of those surveyed answered the question indecisively as to whether they make sure that the retailer is based in the EU when shopping on the Internet.

“Online trading offers a considerable advantage because it is easily possible across borders. Many customers like to use this. The majority obviously attach great importance to the security offered by the Europe-wide uniform legal framework for this, ”comments Christoph Wenk-Fischer. “We are very happy that the ‘Hard Brexit’ could be avoided and hope, for their own benefit and thus the variety in online shopping for customers, that the British will also fully maintain the legal standards.”

The preliminary framework agreement between the European Union and the United Kingdom regulates comprehensive free trade for goods from Great Britain to the EU and vice versa in the future. The basis for this should be fairness, a “level playing field” – that is, compliance with the same standards in relevant areas. It remains to be seen whether and to what extent this will be the case for the legal framework for online trade in goods and services.

About the methodology of the study: The polling company Civey surveyed 2,500 people between December 22nd and 26th, 2020 on behalf of the German E-Commerce and Mail Order Association (bevh). The results are representative for the population in the Federal Republic of 18 years and over. The statistical error of the overall results is 3.5 percent. (sg)

Also read: Christmas business 2020: current challenges for retailers