HAMBURG — How off or on is the German consumer? Off- or online, that is.
Two recent studies come to varying conclusions. “What Customers Really Want,” a survey investigating multichannel retail in Germany, suggests that consumers in Europe’s largest economy remain primarily brick and mortar bound, even as e-commerce is growing faster than official statistics indicate. The survey says that online shopping accounts for only 7 percent of all retail transactions but generates 16 percent of total retail sales. However, 64 percent of the population still buys almost only offline, with brick and mortar representing 84 percent of total retail sales in Germany.
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