Shopping over the Internet is becoming increasingly popular during the corona crisis - this is shown by new data from the Corona Consumer Check of the IFH Cologne. Consumers are satisfied with online purchases and can imagine a continuation of the increased online shopping. The most popular product categories are currently no longer hygiene articles and durable foods, but clothes and shoes.
Cologne, April 15, 2020 - Even in the fifth week of the lockdown in Germany as part of the corona crisis, stationary retail can only open up to a limited extent and in certain sectors. In this context, shopping via the Internet is becoming increasingly popular with many citizens* - according to the results of the new Corona Consumer Check. A trend that seems to be continuing, as almost all respondents are satisfied with the purchases made online and can imagine continuing to make these purchases via the Internet. Compared to the data from the Corona Consumer Check in mid-March, a shift in the most popular product categories for online purchases can be observed: Clothing and shoes are currently the most purchased online.
Shift from stationary purchases to online channels
22 percent of the consumers surveyed have made purchases online in the past week that they normally make in a stationary store. Three weeks ago, the use of online services for their usual purchases was much less pronounced: Only 13 percent of those surveyed stated that they transferred their usual stationary purchases to online services.
Strong consumer satisfaction
Purchasing via online channels is enjoying great satisfaction. A majority of 95 percent of those surveyed say they are satisfied with their purchase. This positive assessment also has an impact on future consumer behavior. For example, 71 percent of the consumers surveyed can imagine continuing to order the item they purchased online.
Clothing and shoes most popular online product category
The most popular product categories ordered online by Germans have shifted considerably over the past three weeks. Whereas in mid-March, hygiene articles and durable foods were still the most popular items for online purchases, a majority of 40 percent of respondents currently prefer to buy clothes and shoes online. Only 26 percent of those surveyed ordered hygiene articles online (week 12: 47 percent), and only 20 percent (week 12: 42 percent) ordered durable food.
More information on the "Corona Consumer Check", as well as the complete study from the first survey, can be downloaded on the website of IFH-Köln.