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Last year, 6.4 percent of all ecommerce revenue in Germany was generated via click & collect solutions in physical stores. But these revenue was not equally distributed across different product categories. Consumer electronics represent the biggest click & collect segment, with a revenue share of 27 percent.
It was a challenging year for both online and physical retailers. While online retailers experienced so much demand they had to work hard to be able to ship all orders in time, physical retailers had to deal with empty shopping streets.
It was a challenging year for both online and physical retailers.
In order to put their products on sale anyway, many retailers went with click & collect, a hybrid solution that combines online and offline shopping. Consumers can order the products they want online and then pick them up in a story nearby.
3 in 4 Germans are familiar with click & collect
According to the HDE Online-Monitor 2021, 6.4 percent of all ecommerce in Germany was generated through click & collect in 2020. And three quarters of German internet users are now familiar with the term and also know what it means.
Least click & collect revenue in DIY & garden
The least click & collect revenue was generated in the category DIY & garden, where only 5 percent of sales happened through customers picking up their online orders in-store. This doesn’t come as a surprise as these kinds of stores weren’t locked down for a very long period. The category with the biggest share in click & collect revenue is consumer electronics, which was responsible for 27 percent of total revenue coming from these kinds of purchases.
Many Germans will use click & collect post-corona
All in all, over half of German internet users used click & collect between December 2020 and March of this year. And 58 percent say they can imagine using this method in post-lockdown times as well.
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