Smartphones dominate online shopping device usage in Germany in 2026, with 69% of female shoppers and 52% of male shoppers selecting them as their primary device. The gender gap here is substantial — a 17-percentage-point difference — making the smartphone the clear leader across both groups while skewing notably toward women.
Computers represent the second most common device, but male shoppers rely on them far more heavily than their female counterparts. Four in ten men (40%) prefer a desktop or laptop for online purchases, compared to just 23% of women — a 17-point gap that mirrors the smartphone divide and suggests distinctly different device habits between genders.
Tablets and smart TVs account for only a marginal share of online shopping activity regardless of gender. Tablet usage stands at 6% among men and 8% among women, while smart TVs register just 1% for both groups. Despite the broader growth of connected TV platforms in European households, these devices have yet to establish meaningful traction as shopping tools in Germany.
