Marketing

Germans are really that frugal when it comes to online shopping – eCommerce Magazin

How “cool” do German consumers really find greed? This is what the consumer forum mydealz wanted to know and asked 2,000 consumers in Great Britain, France and Germany how much they shop online pay attention to the price. (Almost) everyone would like to save – and most German consumers are committed to this. 84 percent answered the question “Would you describe yourself as a bargain hunter?” With a clear “Yes” and only 6.3 percent rejected this classification.

The proportion of self-declared bargain hunters in this country is particularly high among the 25 to 34 year olds (86 percent) and 35 to 44 year olds (85 percent). In comparison, the proportion of bargain hunters in the 55 to 64 age group is comparatively low at 70 percent. Across all age groups, women (85 percent) see themselves more as bargain hunters than men (84 percent). Compared to the British and French, the Germans are in the “golden mean”: 87 percent of the British, but only 75 percent of the French consider themselves to be bargain hunters.

Bargain hunter MyDealz
In the UK, most consumers see themselves as bargain hunters. (Graphics: mydealz)

Even for bargain hunters, the price is not the only decisive factor

Even if many consumers see themselves as bargain hunters, they rarely base their purchase on price alone. mydealz wanted to know from surveyed consumers in the UK, France and Germany which factor was the greatest for them Influence on their purchase decision has: Only 21.6 percent of Germans named the price as a knockout criterion, while the French (33.2 percent) and the British (43.5 percent) were significantly more price-sensitive.

78.4 percent of Germans therefore pay attention to other things than just the price when making a purchase: the nature of a product seems to play a more important role for many. A good sixth (17.3 percent) said “the quality of the product” was for them the decisive purchase criterion, while many other Germans make their purchase dependent on reviews: 13.4 percent of those surveyed stated that they orient themselves primarily on reviews of other consumers, and one in ten still makes their purchase decision dependent on reviews in editorial media such as newspapers and magazines.

Bargain hunters: What influences the purchase decision

French consumers seem to be even more quality-conscious than German consumers: every fourth French (25 percent) orientate themselves on test results in editorial media and 16.3 percent on reviews of other consumers, while 15.6 percent name “the quality” as the most important purchase criterion. The mood is similar in Great Britain: test reports in newspapers and magazines have little influence on the purchase decision “on the island”: only 2.7 percent of the British make their purchase decision dependent on editorial test reports as the most important criterion. 18.6 percent orientate themselves towards the ratings of other consumers, while 23.1 percent cite “the quality” as the decisive factor.

“Cross-border shopping” is widespread

When looking for bargains, many consumers also buy targeted online shops abroad. In the mydealz survey, 85 percent of Germans said they had already ordered something from a foreign online shop. German consumers are clearly more inclined to “cross-border shopping” than the French (82 percent) or the British (76 percent).

In Germany, 88 percent of those questioned have already ordered at least once from a foreign dealer via the Internet. The 35- to 44-year-olds (90. percent), however, have a much stronger tendency to buy abroad than older consumers over 65: only two out of three seniors (67 percent) stated in the survey that they had already shopped at a foreign online shop.

However, only a few consumers order regularly from a foreign online shop in this country. Five or more times, only 14.6 percent of Germans but 21 percent of French have ordered something abroad in the last twelve months, while the British (13 percent) have probably held back in the face of the Brexit chaos.

For bargain hunters, the price is crucial for buying abroad

Consumers have many reasons to shop abroad. What is noticeable, however, is that the price is more often a reason for them to order from abroad than the offer. Only 49.4 percent of German “foreign buyers” stated that the foreign online shop was the only retailer who had the product in stock. 79.3 percent – multiple answers were possible here – named the lower price as the reason for their order.

Compared to British and French consumers, German consumers are no exception: for the French, too, the lower price (82 percent) was significantly more often the decisive argument than the offer (45 percent). British consumers were a little less price-sensitive: only 72.6 percent of them ordered abroad in order to save money. 46.5 percent could only find the product they were looking for at a foreign internet retailer.

The reasons why some consumers have so far refrained from buying a foreign online shop are also telling: 40.3 percent stated that they simply had not found the right offer yet, and 46 percent fear high customs duties when importing the products they ordered. Consumers who have not yet ordered from abroad also think price-consciously. In view of the Brexit, concerns about high customs costs are more widespread among British consumers (47.6 percent) than in Germany or France (44 percent).

Buying abroad: Electronics from China are the most popular

China is why so many consumers fear high customs fees. Most buyers do not buy within the European Union but in the Far East via the Internet: 61.6 percent of Germans who have already bought something abroad have ordered in China. Great Britain (33.3 percent) followed in second place, the USA (20.7 percent) in third place.

One of the reasons why so many Germans order in China is that electronics are particularly popular with them: 50.4 percent of consumers who have already ordered something abroad have bought electronics. Fashion (40.7 percent) followed in second place, household items (21.5 percent) in third place. Toys (17.5 percent) and video games (16 percent) completed the top 5 of the products that are particularly popular with foreign buyers in Germany.

While German consumers also spend their money in the Far East and overseas, German internet retailers can look forward to encouragement from France: When French consumers order abroad, it is particularly often in Germany (52 percent). Chinese online shops (19.2 percent) are only in third place in the favor of our western neighbors – on a par with Spanish online shops (19.2 percent), but far behind British internet retailers (34.9 percent).

Methodological note: The above statements come from a survey that the consumer forum mydealz carried out between March 12 and 15, 2021 in Germany, France and Great Britain with the help of the market research service Survey Monkey among 2,001 consumers each. mydealz was founded as a blog by Fabian Spielberger in 2007 and is now the largest social shopping platform with 50.9 million contacts per month. 6.7 million consumers (unique users) use mydealz every month to post, discuss and evaluate offers and thus to find products on the market at the best conditions. Mydealz has been part of the Pepper.com group. (sg)

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