Home / Business and Economy / Germany's Online Boom Defies Sour Consumer Mood
Germany's Online Boom Defies Sour Consumer Mood
4 Jun
Summary
- Online sales in Germany are projected to grow by 4.3% in 2026.
- Older German shoppers (over 55) are increasingly buying online.
- Sales of food and drug-store items online surged by 10.4%.
Online retail in Germany is experiencing robust growth, largely decoupling from the sluggish performance of the broader retail sector. As of the latest forecast for 2026, online revenues are anticipated to climb by a nominal 4.3%, significantly higher than the projected 1.6% for physical stores. This trend means approximately one-seventh of all retail revenue will be generated online.
The demographic of online shoppers is expanding, with a notable increase in participation from individuals over 55, who saw a 3.1% growth in online shopping activity in 2025. This shift is particularly evident in categories like food and drugstore products, where online sales escalated by 10.4% in 2025 compared to the previous year.
Experts attribute online retail's resilience to its ability to meet consumer demand for favorable price-performance ratios, a key consideration amid current economic conditions. The convenience of online shopping and its extensive product selection are also drawing consumers away from traditional shopping trips, with substantial percentages now preferring online purchases for clothing, electronics, and household appliances.
