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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

Online shoppers in Germany (47 million in 2015) are keen on using invoice, as it is their preferred online payment method. According to a 2013 survey almost six in ten online customers in Germany pay afterwards whenever they’ve ordered something online. But it’s not only invoice that’s popular, 34% of the German customers use credit cards (MasterCard, VISA or American Express). Other online payment methods that are often used are PayPal, ELV, GiroPay, Sofort Überweisung , RatePay and cash on delivery.

Online payment methods in Germany, according to Payvision.
Online payment methods in Germany, according to a 2014 survey by Payvision.

Another study, one from BITKOM, suggests that with 63% invoice is the most important payment method in Germany, followed by online payment services such as PayPal (56%), debit (46%), credit card (29%), immediate transfer/Giropay (26%), payment in advance (24%), cash on delivery (9%).

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.

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

Differences between UK and Germany on online delivery experience

Many top retailers in the United Kingdom and Germany have a long way to go when it comes to customer centricity. A lot of major ecommerce companies in these European countries don’t meet the expectation of online shoppers, something which could damage loyalty and revenues.

Outfittery and Modomoto announce merger

German fashion start-ups Outfittery and Modomoto are merging. Exact deal terms were not disclosed, but for sure the new company will operate only under the Outfittery brand in the German-speaking countries, the Benelux, Sweden and Denmark.

Shopware 6 gets API First approach

Shopware has introduced the latest update to its ecommerce software. Shopware 6 is built on a completely new technical basis and is based on a API First approach. With the software, all areas of a shop can be controlled via an API, so various third-party providers can automate processes within… Continue reading

Otto Group’s online revenues increase to €7.7 billion

Otto Group, one of the world’s largest online retailers, saw its online sales increase to approximately 7.7 billion euros in the 2018/19 financial year. That’s an increase of 4.5 percent compared to the situation one year before.

Zalando wants customer to return boxes and bags

Zalando wants to make the shipping of its packages even more sustainable. The online fashion platform is planning a pilot for reusable packaging. The customer can return the transport carrier, ie the carton box or the plastic bag, to Zalando so the German ecommerce company can use it again.

Read all our articles about ecommerce in Germany.

Last update: April 2019