The COVID-19 outbreak made flexible shopping solutions more important than ever. While online retailers experienced the demand boom of their lives, stationary retailers had to find new ways to put their products on sale. In many cases on very short notice. For many, setting up a complete e-commerce business including website presentation, order infrastructure and delivery system was not feasible. They rather counted on Click & Collect, a hybrid solution that combines online and offline shopping. Customers choose their favorite items online and pick them up at their local store.
Even though many people in Germany had not heard of the term before COVID-19, it has become a buzz word in 2020. In addition, retailers also embraced the phenomenon. Due to the fact that it helped many of them through the various lockdown phases. 6.4% of all e-commerce revenue was generated these solutions in German stores in 2020.
The product segment which generated the least Click & Collect revenue in Germany in 2020 was DIY & Garden. Only 5% of revenues coming from Click & Collect purchases were generated in the category. Of course, this is not very surprising, as DIY & Garden stores are among those retailers who were imposed the shortest lockdown periods. In some federal states in Germany, they even had the same status as supermarkets and grocery stores and were open through all lockdowns.
The same effect might apply to the category home & furnishing, which was responsible for only 9% of Click & Collect revenue in Germany in 2020.
The category with the biggest share in total 2020 Click & Collect revenue is consumer electronics. It was responsible for 27% of total revenue coming from Click & Collect purchases. Moreover, fashion and accessories was also very strong with a share of 21%. Stationary stores in both categories were subject to the strictest lockdown regulations. Furthermore, the two categories were the biggest e-commerce segments in general in Germany in 2020.
23% of total Click & Collect revenue was generated in other categories in during COVID-19 in Germany. Between December 2020 and March 2021, more than half of internet users in Germany used these options.
Although stationary retail was closed in most of those cases, 58% state that they can imagine using this solution in post-lockdown times. This is a strong signal for the future of online-offline integration in Germany. Especially because Click & Collect revenue made up only 6.4% of total e-commerce sales in Germany in 2020.
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