11 Key Findings on German Consumer Behavior

German shoppers are benchmarking. In a market where quality and trust carry real weight, consumers in Germany are carefully evaluating every product and every piece of product content before they commit.

Gone are the days when good enough was good enough. Today, German consumers expect more detail and more consistency. And if brands don’t deliver? Shoppers don’t hesitate to walk away.

We surveyed German consumers to understand what drives their decision-making in 2025—from content expectations to return behaviors and what makes them stay loyal to a brand.

Inside this infographic, you’ll find insights such as:

• How 52% of German consumers are willing to pay more for high-quality content
• Why salespeople still play a trusted role in the buying journey
• How German shoppers blend in-store and online across every stage of discovery
• The top expectations around delivery, returns, and post-purchase service
• Why even the most loyal customers in Germany will trade down when content falls short
• How brand values influence spending, especially when communicated clearly

German shoppers expect content that informs and reflects their values, and more. Brands that meet their wants will gain sales as well as long-term trust.

Download the German Consumer Survey Report to uncover the insights shaping today’s buying decisions, and to learn what it takes to convert cautious consumers into confident returning ones.