German retail revenue is distributed over a variety of sales channels, among them supermarkets, discount, department, and self-service stores, as well as online retail, to name a few examples. Most recently, specialty shops accounted for the highest share in retail revenue distribution in Germany, followed by discount stores and specialist retailers that were chains. One the most widespread examples of discount stores can be found in food retail, represented by popular discounter supermarkets such as Aldi, Lidl, Penny.
German consumers will often mention how non-cash payments are not yet as widespread as desired in the country. Indeed, it is not uncommon to come across a shop in a city with a notice saying only cash is accepted. Still, in recent years, an increasing share of retail payments were made using EC cards, such as Maestro and VPay, as well as by credit card. Germans shop at various locations, though in this case, changing patterns can also be observed. In 2021, the majority of respondents surveyed went to shopping centers less than once a month. Supermarkets continue to be a focal point of the consumer experience, especially for grocery shopping.
The development of retail in Germany depends on and is influenced by several large-scale events reverberating around the world in recent years. Among them, the coronavirus (COVID-19) pandemic (additional fuel for e-commerce), as well as supply shortages and rising inflation levels following the Russia-Ukraine war.