E-Commerce in Deutschland 2023

Themen der Umfrage

• Top E-Commerce Marken
• Onlinekäufe
• Customer Journey
• Lieferung & Rückgaben
• Kundenbewertungen
• Second-Hand & Leihen
• Social Media & Social Commerce
• Kundenservice
• Black Friday & Cyber Monday
• Charakteristiken & Demographie

• Methode: Online-Umfrage
• Studienname: Consumer Insights E-commerce in Deutschland
• Region: Deutschland
• Anzahl der Befragten: 1043
• Alter: 18 bis 80 Jahre
• Stichprobe: deutsche Online-Bevölkerung
• Erhebungszeitraum: 08. September 2023 to 14. September 2023

• Geschlechte
• Alter
• Haushaltsnettoeinkommen (in €) - Deutschland

Top e-commerce brands

• The following questions are about the top online stores and eCommerce brands in your country. Which of the following statements about the big online stores do you agree with? (multiple)
• Which of the following online stores do you know, even if it is just by name? (multiple)
• From which of the following online stores have you purchased products in the past 12 months? (multiple)
• Which of the following brands do you think are socially responsible? (multiple)
• Which of the following brands do you think are environmentally friendly? (multiple)
• Which of the following brands do you think treat their employees well? (multiple)
• Which of the following brands do you think have good customer service? (multiple)
• Which of the following brands do you think are innovative? (multiple)
• Which of the following brands do you think are good at protecting personal data? (multiple)
• Which of the following brands do you think have good website usability? (multiple)
• Which of the following brands do you think have best value for money? (multiple)
• Which of the following brands do you think are trustworthy? (multiple)
• Which of the following brands do you think are likable? (multiple)
• Which of the following brands do you think have a good selection of brands / products? (multiple)
• Which of the following brands do you think have good shipping and delivery options? (multiple)

• Which of these items have you bought online in the past 12 months? (multiple)
• Which of the items you have purchased online in the past 12 months were luxury items? Luxury products are products that usually have a significantly higher price than everyday products and brands. Examples for luxury items in the category of bags or clothing would be items from Prada, Louis Vuitton, Gucci. (single)
• Which of these food and beverage products have you bought online in the past 12 months? (multiple)
• From which of the following online stores have you purchased apparel products (clothing, shoes, luggage & bags or accessories) in the past 12 months? (multiple)
• From which of the following online stores have you purchased consumer electronics (e.g., TV, smartphone) in the past 12 months? (multiple)
• From which of the following online stores have you purchased DIY & garden products in the past 12 months? (multiple)
• From which of the following online stores have you purchased everyday goods (food, beverages, cosmetics, body care, drugstore & health, household care, pet or toys & baby products) in the past 12 months? (multiple)
• From which of the following online stores have you purchased household items & appliances (e.g., furniture, decoration, refrigerator, vacuum cleaner) in the past 12 months? (multiple)
• From which of the following online stores have you purchased media products (books, movies, music & games) in the past 12 months? (multiple)
• From which of the following online stores have you purchased sports & outdoor equipment in the past 12 months? (multiple)

• Which of these statements about online shopping do you agree with? (multiple)
• Which of the following statements about social media, marketplaces and other eCommerce trends do you agree with? (multiple)
• How often do you normally purchase products online? (single)
• In which of the following situations do you generally shop online? (multiple)
• Which of the following devices have you used for online shopping in the past 12 months? (multiple)
• Do you prefer to use a browser or a designated store app when shopping on a mobile device? (single)
• What were the main reasons you purchased products online in the past 12 months? (multiple)
• When choosing an online store, which characteristics are important to you? (multiple)
• Which of the following options would you use if they were available when shopping online? (multiple)
• Do you currently have an account set up with an online store? (single)
• What were the main reasons you set up accounts with online stores? (multiple)
• How do you usually find out about new interesting products? (multiple)
• How do you search for specific information on a product that you want to buy? (multiple)
• When selecting or viewing a product in an online store, which of the following aspects of the website do you use to help make your purchase decision? (multiple)
• Which of the following statements about payment in online stores do you agree with? (multiple)
• How have you conducted payments online in the past 12 months? (multiple)
• What is your preferred payment method? (single)
• Have you used a digital wallet in the past 12 months? (multiple)
• Which of the following online payment services have you used in the past 12 months to purchase products online? (multiple)
• You stated you have made online payments with cryptocurrency in the past 12 months, which currency did you use? (multiple)
• Have you used any 'buy now, pay later' options for your online payments in the past 12 months? (multiple)
• At which price do you start to consider 'buy now, pay later' as a payment option? (single)
• Which of the following 'buy now, pay later' service did you use in the past 12 months? (multiple)

• Which of these statements about delivery, returns, and reviews, in relation to online shopping, do you agree with? (multiple)
• When thinking about online shopping, which of the following criteria are important to you in terms of delivery? (multiple)
• Would you be willing to pay a surcharge if the retailer guarantees environmentally friendly shipping (e.g., climate neutral / CO2 neutral) in return? (single)
• Which delivery options have you used or requested in the past 12 months? (multiple)
• Which methods of delivery would you prefer to use in the future? (multiple)
• Which of the following suppliers have you received a parcel from in the past 12 months? (multiple)
• In which of the following categories have you returned (partially or fully) online orders in the past 12 months? (multiple)
• What were the reasons you returned product(s) you ordered online in the past 12 months? (multiple)

• Before purchasing a product online, how often do you look for online reviews on the product? (single)
• Where do you look for online reviews on the product? (multiple)
• What type of feedback influences your purchase decision? (multiple)

• Which of these statements about secondhand or rental items do you agree with? (multiple)
• Have you purchased any secondhand products online in the past 12 months (e.g., clothes, electronics)? Please do not take into account car purchases. (single)
• In which of the following categories have you purchased secondhand items online in the past 12 months? (multiple)
• From which of the following online stores have you purchased secondhand items online in the past 12 months? (multiple)
• Have you rented any consumer goods online in the past 12 months (e.g., clothes, electronics)? Please do not take into account rental of cars, apartments etc.. (single)
• In which of the following categories have you rented consumer goods online in the past 12 months? Please do not take into account rental of cars, apartments etc.. (multiple)

• Which of the following social media platforms do you know, even if only by name? (multiple)
• What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp. (multiple)
• More and more social media platforms now offer online shopping via these channels. Have you ever made an online purchase via a social media platform (such as Instagram)? (single)
• Which of the items you have purchased online in the past 12 months have you purchased via Social media? (multiple)
• Which of the following platforms do you think are trustworthy when it comes to shopping online via social media? (multiple)
• Which social media platform have you used to make online purchases in the past 12 months? (multiple)
• On which social media platform do you prefer shopping online? (single)

• When needing to contact customer service, do you prefer using an automated chatbot for queries or do you prefer a personal customer service contact? (single)
• For what type of inquiry would it be acceptable for you to contact the online retailer through an automated chatbot instead of in person? (multiple)

• End of November two of the busiest shopping days of the year are due again: Black Friday & Cyber Monday. Do you plan to shop during Black Friday & Cyber Monday days this year? (multiple)
• In which of the following categories do you plan to shop during Black Friday and Cyber Monday days? (multiple)

• What is your gender? (single)
• How old are you? (single)
• What is your marital status? (single)
• Do you consider yourself part of the LGBTQ+ community? (single)
• What is your gender identity? (single)
• Which of the following best describes you? (single)
• Where do you currently live? (single)
• What is the highest level of education you have completed? (single)
• Which of the following categories best describes your current employment status? (single)
• If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions? (single)
• How big is the town you live in? (single)
• In what type of community do you live? (single)
• What is your current living situation (main residence)? (single)
• How many people – including yourself and all children – permanently live in your household? (single)
• Who do you currently live with? (multiple)
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not? (single)
• How old are the children and teenagers who permanently live in your household, no matter if they are your natural children or not? (multi-pick)
• Recode based on "How old are the children and teenagers who permanently live in your household, no matter if they are your natural children or not? (multi-pick)" (multiple)
• Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3. (multiple)
• Which of these devices do you regularly use with an internet connection? (multiple)
• What operating system does your (primarily used) smartphone run on? (single)