German retail revenue is distributed over a variety of sales channels, among them supermarkets, discount, department, and self-service stores, as well as online retail, to name a few examples. Most recently, specialty shops account for the highest share in retail revenue distribution in Germany, followed by discount stores and specialist retailers that were not part of a chain. Based on a survey conducted in 2021, German consumers were not averse to spontaneous shopping, though the majority of respondents disagreed with the idea of visiting shops just to browse and then purchase an item they liked, with no plan made in advance.
German consumers will often mention how non-cash payments are not yet as widespread as desired in the country. Indeed, it is not uncommon to come across a shop in a city with a notice saying only cash is accepted. Still, in recent years, an increasing share of retail payments were made using EC cards, such as Maestro and VPay, as well as by credit card. Germans shop at various locations, though in this case, changing patterns can also be observed. In 2021, the majority of respondents surveyed went to shopping centers less than once a month. Supermarkets continue to be a focal point of the consumer experience, with several well-known chains recording consistently high customer numbers. REWE and Edeka were among the most popular supermarket choices based on customer numbers.
