Germany E-Commerce Insights 2026

About this report

About The Germany E-Commerce Insights 2026 Report

The TGM Germany E-Commerce Insights 2026 Report explores how German consumers behave throughout the online shopping journey, covering purchase frequency, device usage, product categories, promotional preferences, factors influencing retailer selection and payment behavior. The study is based on a representative survey of 967 consumers aged 18–65+ in Germany, conducted on 3–4 December 2025 through online interviews (CAWI) by TGM Research.

The report combines market-level findings with analysis across age, gender and shopper-frequency segments, enabling businesses to examine how purchase priorities vary between different types of German online consumers. It provides a research basis for evaluating e-commerce positioning, shipping and pricing strategy, promotional planning, digital experience, payment options and audience segmentation.

What's inside

1. The Scroll — E-Commerce Landscape & How Consumers Browse and Shop Online

Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.

2. The Decision Window — Factors Influencing Online Purchase Intention

Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.

3. The Spend — Payment Preferences & Checkout Behavior

Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.

4. E-Commerce User Portrait — How Each Generation Navigates the Digital Marketplace

Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.