Online shopping in Germany 2024, by frequency of purchase

Published by
Evgenia Koptyug,
Jan 13, 2025

In 2024, around 23 percent of people in Germany purchased items online multiple times a month. Five percent of people shopped on the internet at least once a week.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Frequency of online purchases by internet users in Germany in 2024

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Release date

June 2024

Region

Germany

Survey time period

2024

Age group

14 years and older

Special properties

Internet users

Method of interview

Face-to-face interview

Supplementary notes

Information on the population:
German-speaking population aged 14 years and older in private households at main place of residence in the Federal Republic of Germany.

Information on total sample:
2024: 23,485 respondents, representing 70.48 million people
Information on the group 'internet users':
2024: 21,381 respondents, representing 62.16 million people.

Further information on methodology can be found here.

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