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Ecommerce in Germany

Information about ecommerce in GermanyGermany is Europe’s largest economy and after Russia it’s also Europe’s most populous country. After World War II Germany was divided into two different states: West Germany (officially called the Federal Republic of Germany) and East Germany (the German Democratic Republic). The western part sought established links with other Western European countries, while the communist GDR was more connected with countries like the Soviet Union, Hungary and Poland. As of July 2013 it’s estimated 81.1 million people live in Germany, of which 42% is between 25 and 54 years old.

COUNTRY
GERMANY
Population 81.1 million people
– % internet users 85%
Online sales €57.8 billion (predicted for 2019)
Online stores worth mentioning: Otto, Zalando, Mediamarkt

Content:

Ecommerce events in Germany

Every year there are several ecommerce events being organized in Germany. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe. But you can also check out only the ecommerce events in Germany.

Ecommerce customers in Germany

PAYMENT METHODS – Online shoppers in Germany (47 million in 2015) are keen on using invoice, for years this was their preferred online payment method. A study in 2020 showed that, among consumers who have a preferred payment method, PayPal was the most popular choice. Other popular methods are invoice, credit card and direct debit.

PRODUCT CATEGORIES – Online fashion is the most popular product category in Germany, followed by consumer media and electronics. Especially in the categories ‘consumer electronics & computers’ and ‘media’ (books, music, movies, video games) German consumers are more keen on shopping online instead of shopping offline. According to a study from BITKOM, 65% of German citizens have shopped online during 2012, up from 53 percent in 2008. The current European average is 45 percent. In Germany, 85% of the people have access to the internet.

RETURNS – Germany is known for its high return percentage. Some reports claim that 50% of all orders gets sent back. This is important to know if you want to do business in Germany. More tips for ecommerce in Germany can be found at EcommerceWiki.

The ecommerce market in Germany

In April 2019, Handelsverband Deutschland shared some interesting statistics about ecommerce in Germany. The market was worth 53.3 billion euros in 2018 and is expected to reach 57.8 billion euros in 2019.

And according to a study from Deutsche Card Services, the east-west difference in German online retailing has vanished. In terms of purchasing activity nowadays there is virtually no disparity between the western and eastern parts of Germany any more.

Online retail sales in Germany (2000-2019). Source: Handelsverband Deutschland
Online retail sales in Germany (2000-2019). Source: Handelsverband Deutschland

Big online stores in Germany

Ecommerce in Germany seems all about two big players: American retailer Amazon and German-founded Otto. They own almost half of the online market, so it’s pretty clear that it’s quite hard for smaller merchants to make a difference. The top 10 online stores in Germany are: Amazon (€8.82 billion), Otto (€2.96 billion), Zalando (€1.3 billion), Notebooksbilliger (€752 million), MediaMarkt (€734 million), Lidl (€594 million), Bonprix (€591 million), Cyberport (€533 million), Conrad (€494 million) and Alternate (€472 million).

Latest news about Germany

Regional marketplace Lozuka is booming

Online marketplaces are becoming more popular. This is also the case for regional platforms that bring local retailers and specialty stores together. One such example is Lozuka, which started in the German city Siegen, but is now, as a reaction to Covid-19, available to more regions.

#supportyourlocal launched to help German businesses

A new online platform, called #supportyourlocal, has been launched to support local business owners. The non-profit project urges consumers to buy vouchers, so that business owners who need to close their doors, can still generate some turnover.

Hermes will pay for neighborhood deliveries

Logistics company Hermes has launched a pilot project, called PaketFuxx, in which consumers who regularly accept parcels for neighbors are paid 30 cents per package. Hermes will also pay this money if the goods are delivered by another company.

Shop-Awards 2020 winners revealed

The Shop-Awards 2020 were handed out. This award show is organized by Internet World Business and praises the best online stores in Germany. A total of 17 different online retailers won an award.

Momox sees sales grow 25% to €250 million

Momox, a major recommerce player from Germany, has recorded a significant increase of its sales. Last year, the company’s annual turnover was worth 250 million euros. This is 25 percent more than in the previous year.

Read all our articles about ecommerce in Germany.

Last update: February 2020