• Two thirds of online shoppers buy more than they want during discount promotions
• Bitkom conference for ‘Safer Internet Day’ on 11 February 2025

Three for the price of one, special offer days like Black Friday or 50 per cent off, but only on the first five orders – in everyday life, we regularly come across discount promotions that promise particularly good conditions, both online and in shops. But how do these actually affect consumers? Eight out of ten (82 per cent) online shoppers look closely at the conditions before buying a product on special offer. A similar number (79 per cent) take a closer look at the conditions before buying a product that is presented in a particularly eye-catching way. Accordingly, 78 per cent also believe they can see through sensationalist discount offers. These are the results of a representative survey conducted on behalf of the digital association Bitkom among 1,006 Internet users aged 16 and over in Germany. ‘Consumers today are much better able to assess offers precisely because of the easy availability of information and uncomplicated comparison options,’ says Dr. Bernhard Rohleder, Managing Director of Bitkom.

However, two-thirds (66 per cent) of online shoppers also admit to having bought more than they had originally planned, both online and offline, due to discount promotions. More than a third (38 per cent) feel more inclined to be pressured into a purchase in a store than they do online. ‘A crucial point in the evaluation of online offers and discount promotions is the digital literacy of consumers. These digital consumer skills must be strengthened,’ says Rohleder.

Online shopping has become part of everyday life for many people: 4 per cent of German internet users make online purchases every day, another 28 per cent at least once a week, another third (36 per cent) shop online several times a month and 3 in 10 (29 per cent) buy something online once a month or less often. Only 3 per cent state that they never buy online – so almost all of them purchase products or services on the internet.

What opportunities and risks online marketplaces offer for consumers, whether further regulation is needed for digital consumer protection, what role civil society plays in consumer education and how the competitiveness of European providers in this area can be strengthened – these and other topics will be discussed at the Bitkom conference on ‘Safer Internet Day’ on 11 February 2025. Interested journalists can register by emailing k.hoebbel@bitkom.org.

Note on methodology: The information is based on a survey conducted by Bitkom Research on behalf of the digital association Bitkom. The survey interviewed 1,006 people aged 16 and up in Germany, including 978 people who shop online. The survey was conducted between calendar weeks 1 and 3 of 2025. The overall survey is representative. The questions were: ‘How often do you shop in online stores or online marketplaces?’ and ‘To what extent do the following statements apply or not apply to you?’