Germany Digital Customer Journey Market Report 2023
The way consumers search for products and look for information is changing with AI delivering more personalised search experiences. Lena Rittmann, Analyst…

Germany Digital Customer Journey Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany The Digital Customer Journey Market Report 2023. Our full report is packed with consumer-led market intelligence, digital trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the digital customer journey in Germany including the impact of AI and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed digital customer journey analysis.
  • How advances in AI are impacting the way consumers search for information online.
  • Activities consumers undertake before making a purchasing decision.
  • Issues consumers experience when buying products online.
  • Behaviours regarding the digital customer journey, with younger generations in particular blending the digital and physical search experience.

An Overview of the Digital Customer Journey in Germany

According to Mintel’s digital customer journey analysis, the demise of third-party cookies is driving retailers to enhance their own websites with innovative AI-powered filtering options to provide customers with faster and more relevant product suggestions.

This shift is also prompting retailers to invest heavily in social media visibility across all age groups to capture the digital customer journey from its inception as 78% of 16 to 24-year-olds turn to social media for information.

Digital Customer Journey Analysis: What Consumers Want and Why

  • The Digital Customer Journey & Inflation: Due to the high cost of living, price-conscious consumers meticulously evaluate and compare offers to secure the best deals with 52% of German online shoppers comparing offers before making a purchase. AI-powered search makes this step in the purchasing journey even easier for consumers, however, this frugality poses a heightened challenge for brands seeking to establish themselves and build consumer trust.
  • The Impact of AI on the Digital Customer Experience: Consumers are increasingly becoming familiar with generative search with AI programs like ChatGPT. In addition, young consumers in particular are searching directly on social media, which already offers a highly personalised experience.
  • Consumer Concerns: Despite the popularity of new AI technology, consumers are conflicted regarding the trade-offs in terms of exchanging personal data for service. 51% of online shoppers think it’s acceptable for websites and apps to use personal data to provide a personalised shopping experience, nevertheless, brands must help ease their customers’ concerns.

The Impact of AI on the Digital Customer Journey Experience

  • Mintel’s digital customer journey analysis shows that consumers will become accustomed to fast and precise searches through AI chatbots. This will lead to a loss of visibility and engagement for retailers who aren’t using these features.
  • However, advancements in generative AI will enable retailers to personalise the customer experience on their own websites, while also providing transparent information and a more realistic representation of products through AR-powered virtual fittings reducing the risk of buyer’s remorse due to misleading information.

To learn how to connect with your audience, purchase our Germany The Digital Customer Journey Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: OpenAI, Google, YesPlz, TikTok, Zalando, Etsy, YouTube, Facebook, Instagram, Pinterest, Snapchat, Otto, Bershka, Amazon, Klarna, H&M, and more.

Products/Services: Technology products (Smartphones), recipes, clothing, holiday destinations, home & garden products, gifts, restaurants, BPC, places to shop, and more.

Additional Features Included with Your Purchase

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
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Expert Insights on the Digital Customer Journey in Germany

This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight digital trends in Germany and add expert context to the numbers.

The way consumers search for products and look for information is changing with AI delivering more personalised search experiences.

Lena Rittmann, Analyst
Lena Rittmann

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Mintel predicts
    • Opportunities
    • Graph 1: type of websites/apps consumers go to first when looking for ideas/information online, by age, NET, 2023

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24
    • Supply chain disruptions
    • Purchasing channels
    • Graph 3: channels used to shop for products in the last 12 months, by age, 2023
    • AI's role in online search and shopping
    • Social media
    • Graph 4: social media platforms used, by age, 2023

    • Starting point of online search
    • Graph 5: type of website/apps consumers go to first when looking for ideas/information online, NET, 2023
    • Graph 6: type of website/apps consumers go to first when looking for ideas/information online, by age, NET, 2023
    • Graph 7: type of website/apps consumers go to first when looking for ideas/information online, 2023
    • Research activities undertaken online
    • Issues when shopping online
    • Behaviours when shopping online
    • Graph 8: behaviours when shopping online, 2023
    • Graph 9: whether consumers prefer to shop by app or website, by age, 2023
    • Graph 10: consumers who think an AI-powered chatbot could help them find products they're looking for online more quickly, by age, 2023


      • Appendix – products covered, abbreviations, consumer research methodology and language usage

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

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    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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