Nearly 90% of Germans will use Amazon Prime membership within this year

According to the Afterpay survey , a total of 94% of consumers in Germany shop online, and Amazon dominates the German e-commerce market.

Data from retail research institute EHI shows that Amazon Germany's revenue is higher than the rest of its nine competitors combined. Experts from the institute estimate that Amazon Germany's online sales in 2020 were 13.9 billion euros, about three times the turnover brought in by second-ranked Otto Germany.

Not only that, Amazon Prime membership is also very popular among German consumers. Recently, Pattern, an e-commerce service provider, conducted a survey on 1,000 German consumers. The study shows that 73% of Germans use Amazon Prime membership. Among them, 60% of people subscribe to Prime membership (an increase of 14% over the previous year), and 13% share Prime membership with acquaintances. In addition, 15.6% of people expect to join the Prime membership army in the next year.

In fact, Prime membership is just one of the important reasons that attract consumers to Amazon. When asked why they like Amazon, 37% said it was because of Prime membership, while most respondents (63%) thought that the products on the platform were cheap, 41% said it was easier to use than other platforms, and 43% felt that its delivery speed was faster.

The popularity of the platform has also increased the exposure of certain products. Compared with last year, the number of people going to Amazon to buy toys, clothing, and beauty products has increased significantly. Among them, the "Toys, Children's and Baby Products" category has the largest increase, and currently 44% of respondents will go to Amazon to buy these products. In addition, the "Clothing, Shoes and Accessories" (44%) and "Skin Care and Cosmetics" (26%) categories ranked second, both increasing by 5%.

In terms of popular seasonal promotions and discounts on Amazon, Cyber ​​Monday is the most popular, with 56% of respondents saying they would buy goods at this time. According to 2021 data, Prime Day accounted for 36%, and short-term discount promotions such as flash sales accounted for 31%.

Among them, people aged 25-34 have a higher preference for promotions than average. Among this group, 61% will shop on Cyber ​​Monday, 38% will buy on Prime Day, and 36% will buy deal items.

Ystats estimates that the German B2C e-commerce market ranks sixth in 2021. According to Sendcloud and Nielsen data, Germans spend the most on average per online order in Europe , spending 152.1 euros per order on average , 38% higher than the European average order value of 110.3 euros. Germany is an important market, and sellers can develop relevant sales plans based on the preferences of consumers in the country.

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