71 per cent want to be able to make cashless payments anytime and anywhere. Online reservations and availability checks are the most popular services
Berlin/Germany, February 27, 2025 – Why go to the city centre when I can shop with a click? Online shopping is now part of everyday life for many internet users, and bricks-and-mortar retail is under pressure. When it comes to how to make bricks-and-mortar retail more attractive again for potential online shoppers, cashless payment is becoming increasingly important. For 71 per cent, the ability to make cashless payments anytime and anywhere would make bricks-and-mortar retail more attractive. A year ago, the figure was only 61 per cent. These are the results of a representative survey of 1,180 internet users in Germany aged 16 and over commissioned by the digital association Bitkom.
When it comes to payment, 44 per cent also say that automatic payment on leaving the shop would make bricks-and-mortar retail more attractive to them. ‘Such systems, where payment is made without an extra process at the checkout, are also increasingly being trialled in Germany,’ says Nastassja Hofmann, Digital Transformation Officer at Bitkom. ‘In general, paying in-store should be as quick and convenient as paying online – every shop should therefore offer at least one digital payment option.’
However, in order to make bricks-and-mortar retail more attractive from the customer’s point of view, services that combine online and offline retail are still required before payment: Almost three quarters (74 per cent) of internet users want to reserve products online in advance in order to minimise waiting times in the shop, while 73 per cent want to be able to call up online information about the current product range on site in advance. 68 per cent want automated pick-up stations for online orders. 57 per cent want digitally retrievable product ratings or customer reviews, 49 per cent want digitally retrievable product information, for example via QR codes.
Interactive shop window displays with touch functions would also make bricks-and-mortar retail more attractive for almost half (48 per cent), while technological experiences such as smart mirrors or service robots would do the same for 38 per cent. ‘It’s increasingly about making shopping in-store not only just as convenient, but also an experience. Digital technologies are therefore an important key to keeping retail fit for the future and fulfilling customers‘ desire for hybrid shopping,’ says Hofmann.
However, according to internet users, analogue means can also be used to make local shops more attractive: almost two thirds (65%) would like to have products purchased locally delivered to their home within 24 hours. 50 per cent say that longer opening hours, for example after 8 p.m., would make bricks-and-mortar retail more attractive to them. This is because there is a fundamental interest in going on analogue shopping trips more often: 40 per cent say they would like to shop in shops more often, but are unable to do so due to opening hours.
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Bitkom Research 2024