Ecommerce in Germany
|Population||81.1 million people|
|– % internet users||85%|
|Online sales||€103.4 billion (predicted for 2020)|
|Online stores worth mentioning:||Otto, Zalando, Mediamarkt|
- Ecommerce events in Germany
- Ecommerce customers in Germany
- The ecommerce market in Germany
- Big online stores in Germany
- Latest ecommerce news from or about Germany
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 keener on shopping online instead of shopping offline. According to a study from RetailX, 85 percent of German citizens have shopped online during 2020. And 95 percent of the population has been online that year.
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. Another study, by RetailX, shows that ecommerce in Germany was expected to reach 103.4 billion euros in 2020.
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.
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
Many major parcel service providers in Germany have stopped offering same-day-delivery. The reason behind this is painfully simple: the demand for same-day-delivery in Germany is just too low.
Wildberries, the biggest ecommerce company in Russia, has launched its online store in Germany. It’s the start of a major expansion to Europe. Wildberries is now looking to open ecommerce websites in France, Italy, and Spain.
The Platform Group, which has been selling fashion and shoes online in Germany for years through its brands Schuhe24 and Outfits24, is expanding to France. It launched shopping portal EnVogue, which is aimed at online fashion shoppers from France.
Samsung offers its customers in Germany a monthly subscription. This service enables consumers to rent select products from the Galaxy S20 series via the manufacturer’s own online shop. The subscription program is a partnership between Samsung and the Berlin-based company Grover.
Read all our articles about ecommerce in Germany.
Last update: June 2020