Customer criteria for selecting online shops in Germany 2016

This statistic shows the results of a survey on the criteria for choosing online shops among customers in Germany in 2016. During the survey period it was found that 71 percent of online shoppers stated that product quality was very important for their decision.

In your opinion, how important are the following criteria when choosing an online shop?

Very importantRather importantNeutralRather unimportantNot important
Product quality71%24%4%--
Detailed product descriptions60%32%7%--
Transparent and simple return policy56%33%9%1%-
Available payment methods56%32%10%1%1%
Product range46%36%15%3%1%
Free shipping42%35%19%3%1%
Information on returns directly during payment43%33%19%4%1%
Online shop image35%38%23%3%1%
Customer ratings35%36%22%5%2%
Quality seals29%34%27%7%2%
Shipping service options24%33%28%12%3%
Degree of online shop awareness21%30%35%11%3%
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Release date

January 2017



Survey time period

October 2016

Number of respondents

1018 ≤ n ≤ 1026

Special properties

online customers

Supplementary notes

Percentage points that deviate from 100 percent are most likely due to rounding.

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