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‘Ecommerce in Germany worth 58.8 billion in 2019’

Ecommerce in Germany is forecast to be worth 58.5 billion euros by the end of 2019. This would mean an increase of about 9 percent, and 5 billion euros, compared to the situation at the end of last year.

The forecast comes from Handelsverband Deutschland (HDE), which writes that this would also mean ecommerce in Germany would grow slower than it did in 2018, when there was an increase of almost 10 percent.

Growth of ecommerce in Germany, 2016-2019
Growth of ecommerce in Germany, 2016-2019.

The research also shows that 34 percent of online shoppers in Germany have the intention to spend more money online this year than they did in the previous year.

FMCG and DIY among drivers of ecommerce in Germany

Especially, the product categories of fast-moving consumer goods and DIY & garden, as well as the living and furnishing industries are the ones that really drive the online trade in Germany. In the already established online markets, such as fashion, consumer electronics and hobby & leisure the growth has slowed down.

More older Germans will shop online in future

According to HDE, now two-thirds of the German population aged 14 years or older buy online more or less regularly. If this number should increase much further, it must come from the group of 60+ year olds, they show the most potential to have more online shoppers in the future.

Compared to the situation in 2014, the average online spend per shopper was almost 30 percent higher last year.

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