While many consumers save money when shopping in stores, their money is obviously more relaxed when shopping online. People in Germany buy more often and more on the Internet. This is shown by the current online monitor from the German Trade Association (HDE). AI assistants are being used more and more often, for example to compare prices.
“Online retail can decouple itself to a certain extent from the poor sales development in retail,” said HDE deputy managing director Stephan Tromp. According to the association forecast, online sales in Germany are expected to increase by a nominal 4.3 percent in 2026. In stationary retail, only an increase of 1.6 percent is expected.
The HDE also attributes the strong online popularity to the fact that older users buy more often online. Among those over 55, the number of online shoppers increased above average in 2025, with an increase of 3.1 percent.
Significantly more groceries and drugstore goods ordered online
According to the HDE, a good 92 billion euros of new goods were sold online in this country in 2025 – almost 4 percent more than in the previous year. In percentage terms, the increase was significantly greater than the stationary rate. Sales of everyday products such as groceries and drugstore goods grew particularly strongly (plus 10.4 percent) because consumers are increasingly ordering online – for example from delivery services. However, when it comes to electronics or fashion, the online share is significantly higher.
According to the HDE consumer barometer, a monthly household survey, consumer sentiment has improved slightly but remains weak.
Why is online retail obviously less affected by this? “A good price-performance ratio is particularly important to consumers at the moment,” says e-commerce expert Karolin Junker de Neui from the digital consultancy Etribes. This need can be better met online. “It’s easier to find the cheapest price there.” She sees further advantages when buying online, such as the larger product selection and convenience. “The journey to the city center costs time and money.”
“End of the classic shopping spree”
Survey data also reflects this. When it comes to clothing and shoes, 65 percent already buy predominantly online and rarely go to the store, as a representative survey by the Appinio Institute shows. The proportion for electronics and cell phones is 58 percent, and for household appliances and technology it is 54 percent. Junker de Neui sees an “end of the classic shopping spree” for certain product groups. 1,000 people between the ages of 15 and 65 were interviewed for the survey in April.
Spending on consumer goods is now almost equally divided between online and stationary – with a growing share for the Internet. 50 percent said they shop online more often than in the previous year, and a similar number said they shopped online more often. What stops customers from doing this more often? The most frequently cited issues are a lack of opportunities to touch and try things on (73 percent), complicated returns (67 percent) and delivery times that are too long (60 percent).
AI is allowed to help, but not decide
According to Appinio, the cheapest price has the greatest influence on the choice of an online shop. Delivery times and availability, promotions and discounts as well as reviews from other customers are also important to customers. However, six out of ten respondents already trust an AI assistant more than a classic customer review.
Artificial intelligence is playing an increasingly important role in online shopping. Consumers primarily use them to save money. 60 percent would like AI to optimize prices. However, many people don’t want to give up control. 60 percent reject autonomous purchases. Even when it comes to everyday products such as detergent, one in two people want to make every decision themselves.
“There were also times when no one could imagine having groceries delivered to their home,” says expert Junker de Neui. She expects consumers’ openness to continue to grow