From the 2010s onwards, Germany was known for its discrepancy between the country’s huge technological advancement and the arguably slow evolution of its digital landscape. This was linked to the slow expansion of broadband and digital lag of governmental institutions, as well as German companies, mainly when it comes to bureaucracy and communications.
In the midst of the digital revolution, German consumers are particularly concerned about data protection and privacy. The introduction by the government of the Corona Warnapp aimed to help to fight the COVID-19 pandemic and expansion of the virus by tracking German citizens through the GPS on their phones.
In Germany the evolution of e-commerce is slow but steady and proximity payments, especially cash, remain valid payment methods appreciated by the German consumer. However, the remote environment of e-commerce has been affected by the COVID-19 pandemic.
One of the strongest shifts in Germany during the pandemic in 2020 was how and where consumers obtained their food. Consumers had limited access to foodservice across two subsequent lockdown periods that restricted or shut down all dine-in activities at these outlets, forcing consumers to either order meals for takeaway or delivery or cook their own meals at home.
When lockdowns and isolation come to an end, the COVID-19 pandemic might have helped Germany to tap into the long-awaited digital transition, with this impacting businesses and the government but also German consumers. These mental and behavioural changes are expected to have a strong positive influence on all layers of the Digital Consumer Index, including home connectivity, which is mostly consumer driven, mobile connectivity as well as commerce infrastructure.
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