Laptop, credit card and banknotes as an exemplary representation for online purchasing power for Germany

Online Purchasing Power FOR Germany

HOW HIGH IS THE ONLINE PURCHASING POWER FOR INDIVIDUAL PRODUCT GROUPS?

Online retailing is booming. Consumers are spending an ever increasing amount of their money online. Online purchasing power is an important indicator that companies must take into account in expansion, location analysis, advertising planning and direct marketing.

The online purchasing power contains the online spending in euros for 39 product groups, as well as the corresponding online share for all municipalities and 5-digit zip codes in Germany.

The breakdown into 39 different product groups shows the exact distribution of online spending for the respective product groups.

AVAILABLE PRODUCT GROUPS / RANGES

  • Food
  • Non-alcoholic beverages
  • Alcoholic beverages
  • Tobacco
  • Women’s fashion
  • Men’s fashion
  • Children’s fashion
  • Lingerie
  • Hosiery
  • Other clothing
  • Footwear
  • Leather goods
  • Furniture
  • House and home textiles, other furnishings
  • Large electrical appliances
  • Small electrical appliances
  • Household goods, glassware, tableware
  • Detergents, cleaning agents and cleaning products
  • Medical products
  • Personal care
  • Telecommunications
  • Information technology
  • Consumer electronics
  • Recorded media
  • Photo
  • Optics
  • Sports equipment
  • Sportswear
  • Sports shoes
  • Toys and games
  • Hobbies, musical instruments
  • Books, newspapers, magazines, stationery
  • Watches and jewelry
  • Hardware store assortment
  • Automotive spare parts and accessories
  • Bicycles and accessories
  • Pet supplies
  • Baby supplies
  • Other

ONLINE PURCHASING POWER — SIGNIFICANT REGIONAL DIFFERENCES — EXAMPLE CONSUMER ELECTRONICS

Map showing assortment and online purchasing power in Germany in 2019: Online share in consumer electronics

AT WHAT AREA LEVELS IS THE DATA AVAILABLE?

POSTCODE LEVEL
Zip code map with a spatial distribution of zip codes. The individual postal codes are displayed as a postal code area.

ADMINISTRATIVE AREA LEVEL
Municipal boundaries plus higher-level boundaries such as county boundaries, administrative districts and state boundaries.

Potential Business Applications

  • Quantify regional sales opportunities / market potentials
  • Focus on marketing activities locally
  • Formulate realistic and quantified objectives
  • Identify unused market potential
  • Restructure and optimize market and sales areas
  • Develop expansion strategies
  • Evaluate areas for strengths and weaknesses
  • Map marketing campaigns

KEY DIFFERENTIATORS

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COUNTRY AVAILABILITY

Europe | North America | South America | Asia | Oceania | Africa

AREA BOUNDARIES

• Postcode Level
• Administrative Area Level
• Small Area Level

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DATA FORMATS

Tab delimited file (TXT) | KML | Access database (MDB) | Excel (xls) | Esri Shapefile (.shp) | Esri Geodatabase (.gdb) | MapInfo (.tab) | MapInfo MIF/MID | more on request

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DATALINK API

Easy access to a variety of MBI data
• Datalink Desktop
• Datalink Rest API

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