Germany: still clear growth potential for e-commerce

Germany: still clear growth potential for e-commerce

Germany - Key e-commerce indicators: Internet penetration 95%, E-commerce consumers: 92%, E-commerce consumers abroad: 69%, Average yearly purchase: EUR 947, Shopped online more often due to coronavirus: 29%
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Germany has a relatively mature and well developed e-commerce market. As many as 92 % of Germans in our survey “E-commerce in Europe 2020” state that they have shopped online. Given Germany’s strong purchasing power and the fact that the country has the largest population in Europe (83 million), there are still good opportunities for e-commerce to grow.

For one, marketplaces seem to be gaining strength. Amazon launched in Germany quite early on, as they also did in the United Kingdom. One estimate shows that the company currently accounts for about 30 percent of the country’s total e-commerce, which also makes Germany Amazon’s largest market in Europe. Other established market participants in Germany include eBay and the domestic Otto Group.

In the fashion segment in particular there are other strong domestic marketplaces, and 65 percent of German consumers have shopped online in this segment in the past year. The leader in fashion is Zalando and they account for eight percent of the country’s online fashion retail business. Zalando also has significant sales in other European countries, notably also in the Nordics.

To learn more about the diverse European e-commerce market, order your free copy of the ”E-commerce in Europe 2020” report.

Olof Källgren, Market Information Manager, Direct Link