Similarly, November 2020 research from McKinsey & Company found that only 7% of adults in Germany said they used click-and-collect options more since the pandemic, compared with 14% in France and 11% in the UK.
Adoption may be low in Germany in comparison with other markets because only a select number of German retailers have rolled out this feature, while others are in just the early stages. For example, Lidl, one of Germany’s main discount grocery chains, began testing click and collect in 2019. And DM, a drugstore retailer in the country, rolled out its click-and-collect services nationwide in April 2020, following a short test phase in Munich.
"As more retailers begin to launch these services, more consumers will start to test them out—and some will become comfortable adding them to their shopping routines," Liu said. "We estimate that Germany saw a 10.0% increase in those using click and collect at least once per year in 2020, and we expect further growth of 6.7% in 2021."