Berlin, February 8, 2024 - Online or offline? Germans want both! And even more digitalization, flexibility, and service - even when shopping.   

People no longer want to be tied down to one or the other. 41.5 percent of people in Germany (cumulative) would welcome it if retailers were to combine the online and offline shopping experience. These results are from a recent representative survey conducted by the Insa opinion research institute on behalf of Unzer. The results are clear: consumers also want modernization, flexibility, and customer service in the retail sector.   

Networked retail as a lifesaver for bricks-and-mortar retail?

Brick-and-mortar retail has been suffering from the rapid growth of online retail for years. However, the latest figures from the end of 2023 show that the trend is declining. But what distinguishes an offline shopper from an online shopper?  

Offline shoppers primarily appreciate that they can look at the goods before making a purchase (70%), followed by a fundamental need to go into stores (55%). Just under half of respondents cited social reasons (49%). In addition, 39 percent value local services, and 33 percent value exchange services.  

Online shoppers cite convenience (69 percent), followed by better offers (54 percent) and more flexible payment options (42 percent) as reasons.   

But why not combine the best of both worlds?  

Digitalization must be introduced into retail to offer customers more convenience, security, and choice. Retailers are expected to adapt to the needs and desires of consumers and offer them modern platforms that provide a seamless shopping experience. Unzer offers exactly what consumers want today. We help retailers to realize connected commerce.

Robert Bueninck, CEO of Unzer

People in Germany are open to networked commerce ("unified commerce"). What this means: It allows consumers to switch seamlessly between online and offline channels. For example, you can shop in a bricks-and-mortar store and have the product sent to your home. Or you can look at a product in the store but then buy it via a mobile app.   

Germans are ready for the future of shopping

Germans want stores that do not differentiate between online, app, and stationary sales and where they have an account in which all payment details and addresses are stored (41%). They want networked retail that offers them convenience, security, and choice.   

Robert Bueninck, CEO von Unzer, erklärt: "Die Digitalisierung muss im Einzelhandel Einzug halten, um den Kunden mehr Komfort, Sicherheit und Auswahl zu bieten. Von den Einzelhändlern wird erwartet, dass sie sich an die Bedürfnisse und Wünsche der Verbraucher anpassen und ihnen moderne Plattformen bieten, die ihnen ein nahtloses Einkaufserlebnis ermöglichen. Unzer bietet genau das, was Verbraucher heutzutage wollen. Wir helfen den Händlern dabei, einen vernetzten Handel umzusetzen."

The biggest challenge for retailers is keeping pace with customers' wishes.

*Online survey from 02.02.-05.02.2024 with a sample of 1,002 people from Germany aged 18 and over 

About Unzer

Unzer provides payment and commerce solutions for businesses and organisations across Europe. With the UnzerOne platform, companies can access and use customer, sales, and product data in one place and in real-time. Thanks to the reliable and transparent data source in the cloud-based backend, merchants better understand the wishes and requirements of their customers and save time and money through more efficient processes and secure payment integration. At the same time, customers benefit from a consistent and personalised shopping experience that gives them the flexibility to choose how, where, and when they pay. More than 85,000 merchants from all over Europe use Unzer's products and services. The company employs staff in eight branches in Germany, Austria, Denmark, and Luxembourg.  

Press Contact

Dr. Lydia Prexl, +49 (0)172 563 84 02 , communications@unzer.com