"As AI is rewriting the rules of discovery, brands need to understand the potential of agentic commerce throughout the purchasing journey, including AI agents embedded in brand websites."
Dr. Jennifer Hendricks, Principal Analyst - Consumer Lifestyles, Germany
48% of Germans try to complete as many of their everyday tasks online as possible. In line with this, daily internet reach and ecommerce revenues are on the rise, powered by everyday needs in sectors like medication and groceries – despite persistent cost-of-living pressures.
Across all sectors, the roll-out of the EU AI Act is changing the digital landscape. Mandatory AI content disclosures and new restrictions on sensitive applications demand a rapid reassessment of transparency and compliance, fundamentally changing how brands interact with consumers and deploy automation.
Amid these challenges, the biggest opportunity lies in AI-enabled convenience that can transform the daily routines of time-starved consumers while elevating personalisation to new heights. However, growing security concerns pose a significant threat: 57% of Germans now see online shopping as riskier than a decade ago. Unless brands succeed in closing these trust gaps, this could become a brake on future ecommerce growth. Navigating the next phase will require a careful balance between innovation and transparent customer-centric strategies.
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We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
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