Share of shoppers buying groceries online in Germany 2023, by generation

Published by Daniela Coppola, Nov 21, 2023
In Germany, Millennials are the most eager to buy their groceries online. According to a survey carried out in the second quarter of 2023, 54 percent of surveyed German consumers aged between 25 and 40 years old would buy grocery products via e-commerce. This was a 40 percentage point difference with older Baby Boomers.

Share of shoppers buying groceries online in Germany in the 2nd quarter 2023, by generational cohorts

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Release date

November 2023

Region

Germany

Survey time period

Q2 2023

Number of respondents

1,000*

Supplementary notes

*19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czech Republic, Greece

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.

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