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NO LOYALTY IN GERMAN E-COMMERCE

Posted on July 31, 2001

      There is no such thing as loyalty in the German e-commerce market, says a report just published. Users will quite happily change e-tail sites, or even move back to offline retailers, if the price is right.

      The report by research firm GfK is based on a survey of 3,300 e-commerce site users in Germany. It says the lack of German's loyalty mainly is due to problems many have using existing e-commerce sites.

      Issues such as the choice of product availability, privacy of users' data and the quality of the organizations behind Web sites all conspire against German e-tailers' ability to retain customers, the report says. Where e-shopping is taking place, the July issue of GfK's quarterly WebGauge report says, books and airline tickets continue to be popular buys on the German Internet. But customer satisfaction levels could be higher.

      The report also says that German Internet adoption is trailing other European countries.

      GfK says that the Netherlands now has 64 percent of its population aged 14 or over online, followed by the U.K. with 55 percent. Only 40 percent of Germany's over-14 population is online. Belgium (39 percent), Spain (32 percent) and France (30 percent) trail the top three.

      The report also shows that the U.K. has the most e-shoppers in Europe, with 35 percent of its 14-and-over population having shopped online at least once. Germany was second with 29 percent of that age group shopping online, trailed by the Netherlands (24 percent). Spain (13 percent), France (8 percent) and Belgium (7 percent).

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