If you want to know how well the digital transformation in Germany is progressing, you’re unlikely to find a general answer because each sector is different and has its own challenges when it comes to developing and implementing the right digital strategy. The greatest drivers of digitalization and e-commerce for retail and wholesale businesses are obviously the big online marketplace players, the widespread digitalization of the customer journey and pricing transparency in B2C and B2B.
The IHK-ibi study on digitalization in retail shows that 51% of retail companies are now using digital sales channels. Companies assume that their revenue will continue to shift to online sales, but that integrating shopping options needs to be made more of a priority if they want to create a shopping experience across sales channels. Buy online, pick-up offline, or order digitally in-store and have it delivered – these options aren’t actually anything special; they should be standard, but in fact we still have a long way to go. In-store order, click & collect and exchanging goods that were ordered online – all these are services that customers are demanding.
