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. In fact, from 2020 onwards, EC payments overtook cash. Germans shop at various locations, though changing patterns can also be observed. In large part this is due to e-commerce retail conquering the world, feeding comparisons between online and in-store shopping among consumers. Some of the leading advantages of online shopping listed by respondents to a survey included lower prices and saving time. Supermarkets continue to be a focal point of the consumer experience, especially for grocery shopping.
In addition to the development of international e-commerce, the future of retail in Germany is influenced by several large-scale events reverberating around the world in recent years. Among them, the coronavirus (COVID-19) pandemic (which provided additional fuel for e-commerce revenue), as well as supply shortages and rising inflation levels following the Russia-Ukraine war.
