How Digital Is Retail in Germany? – Consumer and Business Perspectives (2025)
Online shopping is an established part of everyday life for the vast majority of people. At the same time, major platforms, providers from third countries, social commerce and artificial intelligence are fundamentally transforming digital retail. This study report examines both consumer purchasing behaviour and the perspective of retail companies. It shows which sales channels are used, what customers expect and what challenges retailers face as a result of digitalisation, international competition and new technologies. The findings are based on a representative survey of 1,120 people aged 16 and over in Germany, as well as a survey of 505 retail companies with at least ten employees, conducted by Bitkom Research in 2025.
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DOI (German version): 10.64022/2026-digitaler-handel
