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

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

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• Postcode Level
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