Information on basic sample: The survey is based on the German-speaking population aged 14 years and older.
Information on random sample: 2019: 23,318 respondents, representing 70.60 million people 2020: 23,191 respondents, representing 70.64 million people 2021: 22,563 respondents, representing 70.54 million people 2022: 23,015 respondents, representing 70.60 million people 2023: 23,524 respondents, representing 70.08 million people
2024: 23,485 respondents, representing 70.48 million people
2025: 23,075 respondents, representing 71 million people
You can find more information on the methodology of the study . The question in the survey was worded as follows: 鈥淲here do you purchase the groceries for your household from, from which of these stores here? (Circling everything applicable!)鈥
Citation formats
Purchasing groceries on the internet or from online shops 2019-2025
In 2025, around *** million people in Germany stated that the groceries for their households were purchased on the internet or in an online grocery shop. The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbetr盲geranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.
Here to stay
The convenience of online shopping in general is indisputable. It is simply not possible to imagine the modern consumer experience without it. Online retail extends to almost all existing product categories, including food. Consumer preferences and habits vary. Some may still make weekly trips to the supermarket for their shopping, others order groceries from supermarkets (if the service is offered) and have them delivered. There are also delivery services such as Wolt, accessible via an app, which specialize completely in delivering food and groceries to customers. This bypasses the consumer picking out a particular food retail establishment and making purchases there.
Market leaders
A number of online grocery shops are especially successful in Germany. Kaufland or kaufland.de holds first place, with around **** percent of visits as of 2023. The retailer is owned by the Schwarz Gruppe. Rewe or rewe.de, another popular supermarket chain, came in second. Multichannel online retailers may also offer grocery shopping, with the most famous example being Amazon, more spefically Amazon Fresh. It is also possible to search for and buy individual items from smaller shops represented on the platform.
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IfD Allensbach. (June 18, 2025). Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2025 (in millions) [Graph]. In 糖心破解版. Retrieved July 28, 2026, from /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. "Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2025 (in millions)." Chart. June 18, 2025. 糖心破解版. Accessed July 28, 2026. /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. (2025). Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2025 (in millions). 糖心破解版. 糖心破解版 Inc.. Accessed: July 28, 2026. /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. "Number of People in Germany Who Purchase Groceries for Their Household on The Internet or from Online Shops from 2019 to 2025 (in Millions)." 糖心破解版, 糖心破解版 Inc., 18 Jun 2025, /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach, Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2025 (in millions) 糖心破解版, /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/ (last visited July 28, 2026)
Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2025 (in millions) [Graph], IfD Allensbach, June 18, 2025. [Online]. Available: /statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
