60% of German online shoppers returned items due to poor quality in the 12 months to October 2024, emphasising the need to set expectations more accurately to reduce the burden of returns. Retailers can reduce returns and boost satisfaction with detailed descriptions, quality visuals, authentic reviews using digital product passports and AI tools for sizing, visualisation, and personalised assistance.
70% of online shoppers say that whether a company offers free returns is key when deciding where to shop. This highlights the need for retailers to offer convenient, low-cost return options. In a digital era, where 93% of Germans shop online, this is no longer a bonus but a customer expectation. Businesses that fail to meet these demands will miss out on key growth opportunities.
Affluent online shoppers are willing to pay more for a premium experience. For example, 36% of online shoppers in larger cities are willing to pay for high-end packaging. eCommerce retailers can capitalise on affluent shoppers’ willingness to pay for premium experiences to differentiate their brand.
Consumers prioritise fast, free shipping, hassle-free returns and sustainable practices, with future trends pointing towards increased demand for eco-friendly packaging, innovative delivery solutions, and AI-driven logistics to enhance convenience and sustainability.
Silke Lambers, Principal Analyst – Fashion, Germany
This Report is designed to give a broad overview of consumer attitudes towards and use of delivery, collection and returns methods resulting from online retail purchases in Germany.
Throughout the Report we talk about delivery, collection and returns, which we define as follows:
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