DEVELOPMENTS AND CLASSIFICATIONS OF ONLINE SHOPPING BEHAVIOR IN GERMANY

Abstract

In the field of online shopping, new developments can be identified; e.g. the allowance of product returns (management of product returns) and the ordering and delivery of products from an Internet retailer in the same day (same-day delivery). Our contribution provides a brief overview of these developments (i.e. major trends) and of the advanced e-commerce market (in Germany). Additionally, an empirical investigation of German online shoppers will be used to describe these shoppers as a whole and to classify them into groups with similar purchasing behavior. Our paper will support the selection and addressing of proper target groups.