Price and convenience both play an important role in online shopping, but German consumers do not necessarily weigh these factors in the same way.
TGM StatBox data points to a difference between men and women when deciding where to shop online, suggesting that value can mean different things depending on the shopper.
Among men in Germany, 65% prioritize the best overall price when deciding where to shop online. For women, 67% prioritize free or low-cost shipping, making delivery costs a particularly important part of the purchase decision.
The contrast shows that consumers can evaluate the final value of an online purchase differently. Male shoppers appear more focused on the price of the purchase itself, while female shoppers place greater emphasis on the additional cost of getting that purchase delivered.
For many online shoppers, the final cost matters more than the product price alone. Even a competitively priced product can become less attractive once shipping fees are added, while free or low-cost delivery can make the overall offer more appealing.
For online retailers targeting consumers in Germany, competing on value should go beyond displaying an attractive product price.
Brands should consider how pricing and delivery offers work together throughout the shopping journey. Competitive prices can help attract price-conscious shoppers, while clear shipping costs, free-delivery thresholds, or low-cost delivery options can strengthen the offer for consumers who pay closer attention to fulfilment costs.
The gender difference also highlights the value of understanding which elements of an offer matter most to different customer groups rather than relying on one universal value proposition.
For a broader view of the e-commerce landscape, explore how online shopping habits differ across countries, including the key factors that shape consumer preferences and purchasing behavior across different markets.
The TGM E-commerce Insights 2026 study is based on a large-scale quantitative survey conducted across multiple countries worldwide, designed to capture consumer shopping patterns, user frequency, and decision drivers in 2026. The study provides comparable, country-level data to support market assessment, localization, and strategic planning for e-commerce platforms, retailers and brands.
Data Weighting: Results have been weighted to reflect national demographics for accurate market representation.
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