Online shopping: most popular products and services in Germany 2021

This graph presents the results of a survey on the most popular online shopping product and service categories in Germany from 2018 to 2021. In 2021, there were roughly 16.9 million Germans aged 14 years and older who had ordered books online.

Number of consumers of the most popular online shopping products and services in Germany from 2018 to 2021 (in millions)

Characteristic	2018	2019	2020	2021
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Release date

November 2021

More information

Region

Germany

Survey time period

2018 to 2021

Age group

14 years and older

Special properties

German-speaking e-commerce users

Method of interview

Face-to-face interview

Supplementary notes

* No longer asked after 2017.
Information on base:
The survey is based on the German-speaking population aged 14 years and older in private households at main residence in the Federal Republic of Germany.

Information on random sample:
2018: 23,389 respondents, projected base of 70.45 million people
2019: 23,120 respondents, projected base of 70.60 million people
2020: 23,138 respondents, projected base of 70.63 million people
2021: 23,299 respondents, projected base of 70.54 million people
The figures are based on the following studies:
2018 VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.

You will find further information on the methodology here and in the report.

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