German consumers Rarely Shop via Social Media

By: Trademagazin editor Date: 2025. 06. 25. 09:43

German consumers remain skeptical about shopping through social media, according to a new study by Yougov and Coupons.de.

Only 18% of Millennials and Gen Z have ever made a purchase through social commerce, and 41% of Gen Z say they can’t imagine doing so in the future, Lebensmittepraxis reports.

AI-powered shopping tools, such as ChatGPT, are also rarely used. Just 8% of younger consumers use AI to find discount codes, while usage among older generations remains below 2%.

When shopping online, consumers value low prices, fast delivery, and the ease of applying discount codes. Over half (52%) are motivated to buy if they like a product instantly or receive free shipping. Limited-time offers and cashback programs influence only 21% of shoppers.

A clear demand for price transparency emerges: 47% want better clarity on discounts, and 55% would like discounts applied automatically at checkout. The most popular sources for deals are shop newsletters (53%) and coupon portals (40%). However, browser add-ons and automated suggestions are met with skepticism—especially by younger users.

Price sensitivity is widespread: 70% of low-income households (under €1,500/month) always compare prices, but even among higher-income groups, more than half do the same