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Gartner L2 Digital IQ Index
Germany is fully embracing e-commerce, but brands still face many challenges. Amazon’s beauty initiative may have finally found solid ground as German shoppers show a greater inclination for mass brands and fast delivery, but success could be slowed by fulfillment struggles. While brands face an overall cultural distrust of digital, there are ways to strategically implement non-intrusive systems to avoid alienating potential shoppers while continuing to reap the maximum benefits of new digital innovations.