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29 Apr 2008

German online shoppers avoid risk

70 per cent of all online shoppers take a number of precautions to eliminate risk when making purchase decisions

Spontaneous purchases are the exception

German online shoppers are no Internet adventurers  
Discovering fascinating trends, enjoying a change from the daily round and, despite the occasional bad buy, eagerly searching for bargains - that’s the kind of adventure only two out of ten online shoppers go for in Germany. And as few as one in six Internet consumers have any desire to make spontaneous purchases. And sheer curiosity or enthusiasm about particularly innovative products has less than nine per cent of the shopping community here logging on. As the Internet grows up, its users are clearly becoming more savvy and less willing to take risks with virtual orders. Yet cyberspace has not yet lost its attraction entirely: some 46 per cent of buyers enjoy the dynamic way the product range changes on the Internet, while the selection available at retail outlets, on the other hand, is perceived as static by comparison. What’s more, 36 per cent of shoppers do treat hitting the send button on an online order as an emotional reward – a form of impulse buying that can be found in virtual and real-life shopping miles. These are the findings of the survey “Buyer typologies on the Internet – sales stimulation through fulfilled buying motives” conducted by novomind AG in collaboration with and

These are the findings of the survey "Buyer typologies on the Internet - sales stimulation through fulfilled buying motives" conducted by novomind AG in collaboration with and 

"Young impulse buyers" most willing to take risk  
In a comparison of the different buyer types, the survey reveals the different effects of moments of enjoyment and of risk experienced during virtual shopping. The willingness of so-called “young impulse buyers” to take risks is the most prominent feature. The buying behaviour of this group is dominated by its members’ need to reward themselves, and that makes them roughly twice as willing to take a risk, as the most risk-resistant buyer type: the so-called "well-adjusted e-shopping pros". 
"Well-adjusted e-shopping pros" avoid risk  
Some 20 per cent of all German Internet shoppers count as "well-adjusted e-shopping pros". This means that the group is around four times bigger than the risk-happy impulse buyers, and represents the second-largest category in the current buyer typology. This group’s buying behaviour is dominated by its members’ need to have their own buying decisions endorsed by other customers’ opinions or product ratings. Equally, this type of buyer attaches particular importance to comparing and selecting products independently and with the aid of balanced information 
At the same time, the e-shopping pro’s need for self-reward via online ordering is roughly three times less urgent than that of young impulse buyers. What’s more, the well-adjusted pros use virtual shopping only about half as often, with a hidden agenda of social bonding. 
novomind AG: innovative software for professional customer communications and Internet systems  
The novomind Services division specialises in modern software solutions for electronic telecommerce (e-commerce). Consulting, implementation and operational support in the fields of e-shopping, PIM and marketplace integration together lead to tailor-made e-commerce solutions for novomind customers - manufacturer-independent, individual and successful.
Integratability, scalability and availability of systems are as much a prime focus, therefore, as pragmatic project management and fast software-development cycles.
novomind’s technological partners include: Intershop, IBM, Oracle and hybris.
The novomind clientele includes: Der Club Bertelsmann,, Otto-Group, Mexx, Ernsting’s family, Media-Saturn, s.Oliver and Weltbild.
The Products division portfolio features, among other things, the novomind Self Service Suite. This software package contains all the necessary communication modules a customer service centre needs, based on a central knowledge database.