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icon-arrow-right" href="/en/invest/business-location-germany" title="Overview" >Overview</a></li> </ul> </div> </div> <div class="submenu__col submenu__col-second submenu--level-1 submenu--two-col"> <ul> <li><a class="link link--dark" href="/en/invest/business-location-germany/market-germany-europe-s-economic-hub" title="Market" >Market</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/germany-in-numbers" title="Germany in Numbers" >Germany in Numbers</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/productivity-in-germany" title="Productivity" >Productivity</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/foreign-direct-investment" title="GTAI's FDI Reports" >GTAI's FDI Reports</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/innovation-in-germany" title="Innovation" >Innovation</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/fdi" title="FDI Projects and Stocks" >FDI Projects and Stocks</a></li> <li><a class="link link--dark" href="/en/invest/business-location-germany/federal-states" title="Federal States" >Federal States</a></li> </ul> <br> </div> </div> </div> </div> </li> <li class="main-navi__item "> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="true" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Industries</span> </button> <div class="submenu submenu-country" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper mobile-only"> <button type="button" class="submenu__close-button" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Industries</span></div> </div> <div class="submenu__lower"> <div class="submenu__row row"> <div class="submenu__col submenu__col-first "> <div class="submenu-link-list"> <strong class="h3 desktop-only">Select an industry for all the data you need to make your business decisions.</strong> <ul> <li><a class="link link--icon-text icon-arrow-right" href="/en/invest/industries" title="Overview" >Overview</a></li> </ul> </div> </div> <div class="submenu__col submenu__col-second submenu--level-1"> <ul> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Healthcare</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Healthcare</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/healthcare-market-germany/medical-biotechnology" title="Medical Biotechnology" >Medical Biotechnology</a></li> <li><a class="link link--dark" href="/en/invest/industries/healthcare-market-germany/medical-technology" title="Medical Technology" >Medical Technology</a></li> <li><a class="link link--dark" href="/en/invest/industries/healthcare-market-germany/digital-health" title="Digital Health" >Digital Health</a></li> <li><a class="link link--dark" href="/en/invest/industries/healthcare-market-germany/pharmaceutical-industry" title="Pharmaceutical Industry" >Pharmaceutical Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/healthcare-market-germany/health-made-in-germany" title="HEALTH MADE IN GERMANY" >HEALTH MADE IN GERMANY</a></li> <li><a class="link link--dark link--page-preview" href="/en/invest/industries/healthcare-market-germany" title="Healthcare" >Overview "Healthcare"</a></li> </ul> </div> </div> </div> </li> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Energy</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Energy</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/energy/bioenergy" title="Bioenergy" >Bioenergy</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/energy-efficiency-in-buildings" title="Energy Efficiency in Buildings" >Energy Efficiency in Buildings</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/energy-efficiency-in-industry" title="Energy Efficiency in Industry" >Energy Efficiency in Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/energy-infrastructure-65884" title="Energy Infrastructure" >Energy Infrastructure</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/energy-storage" title="Energy Storage" >Energy Storage</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/green-hydrogen" title="Green Hydrogen" >Green Hydrogen</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/photovoltaic" title="Photovoltaic" >Photovoltaic</a></li> <li><a class="link link--dark" href="/en/invest/industries/energy/wind-energy" title="Wind Energy" >Wind Energy</a></li> <li><a class="link link--dark link--page-preview" href="/en/invest/industries/energy" title="Energy" >Overview "Energy"</a></li> </ul> </div> </div> </div> </li> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Environmental Technologies</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Environmental Technologies</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/environmental-technologies/building-industry" title="Building Industry" >Building Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/environmental-technologies/climate-change-the-environment-68370" title="Climate Change & The Environment" >Climate Change & The Environment</a></li> <li><a class="link link--dark" href="/en/invest/industries/environmental-technologies/recycling-waste-management-68380" title="Germany's Circular Economy" >Germany's Circular Economy</a></li> <li><a class="link link--dark" href="/en/invest/industries/environmental-technologies/water-technologies-68394" title="Water Technologies" >Water Technologies</a></li> <li><a class="link link--dark link--page-preview" href="/en/invest/industries/environmental-technologies" title="Environmental Technologies" >Overview "Environmental Technologies"</a></li> </ul> </div> </div> </div> </li> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Consumer Industries</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Consumer Industries</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/consumer-industries/consumer-markets-retail" title="Consumer Markets & Retail Landscape" >Consumer Markets & Retail Landscape</a></li> <li><a class="link link--dark" href="/en/invest/industries/consumer-industries/food-beverages" title="Food & Beverage Industry" >Food & Beverage Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/consumer-industries/franchising-65658" title="Franchising" >Franchising</a></li> <li><a class="link link--dark active" href="/en/invest/industries/consumer-industries/e-commerce" title="E-Commerce" >E-Commerce</a></li> <li><a class="link link--dark link--page-preview" href="/en/invest/industries/consumer-industries" title="Consumer Industries" >Overview "Consumer Industries"</a></li> </ul> </div> </div> </div> </li> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Services</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Services</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/services/banking-location-germany-75164" title="Banking Location Germany" >Banking Location Germany</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/bpo-shared-services" title="BPO/Shared Services Industry" >BPO/Shared Services Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/contact-centers" title="Contact Center Industry" >Contact Center Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/factoring-leasing-75212" title="Factoring & Leasing" >Factoring & Leasing</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/fintech-65682" title="FinTech" >FinTech</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/fund-and-asset-management-254634" title="Fund and Asset Management" >Fund and Asset Management</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/insurance-location-germany-75176" title="Insurance Location Germany" >Insurance Location Germany</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/logistics" title="Logistics" >Logistics</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/private-equity-and-venture-capital-75214" title="Private Equity and Venture Capital" >Private Equity and Venture Capital</a></li> <li><a class="link link--dark" href="/en/invest/industries/services/financial-services" title="Financial Services" >Financial Services</a></li> <li><a class="link link--dark link--page-preview" href="/en/invest/industries/services" title="Services" >Overview "Services"</a></li> </ul> </div> </div> </div> </li> <li> <button type="button" class="button button--submenu-trigger icon-angle-right-after" title="Open Submenu" aria-label="Submenu" aria-expanded="false" aria-haspopup="true" data-js-button="submenu-button" data-closed-title="Open Submenu" data-opened-title="Close Submenu"> <span class="button__label">Industrial Production</span> </button> <div class="submenu" aria-hidden="true" data-js-menu="sub-menu"> <div class="submenu__upper"> <button type="button" class="submenu__close-button btn2" title="Close Submenu" data-js-button="submenu-close-button"> <span class="icon-angle-left"></span> </button> <div class="submenu__label"><span>Industrial Production</span></div> </div> <div class="submenu__lower"> <div class="submenu__col submenu--level-2"> <ul> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/3d-printing-industry" title="3D Printing Industry" >3D Printing Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/chemicals-materials" title="Chemical Industry" >Chemical Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/electronics-industry" title="Electronics Industry" >Electronics Industry</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/lightweight-industries-65454" title="Lightweight Industries" >Lightweight Industries</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/machinery-equipment" title="Machinery & Equipment" >Machinery & Equipment</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/nanotechnology-72668" title="Nanotechnology" >Nanotechnology</a></li> <li><a class="link link--dark" href="/en/invest/industries/industrial-production/photonics-industry" title="Photonics Industry" >Photonics 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href="/en/invest/industries/consumer-industries" title="Link to page "Overview: Consumer Industries"" > <span>Overview: Consumer Industries</span> </a> </li> <li class="active"> <a data-wt="breadcrumb" href="/en/invest/industries/consumer-industries/e-commerce" title="Link to page "E-Commerce"" > <span>E-Commerce</span> </a> </li> </ul> </div> <div id="main" > <article class="article"> <header class="article-header"> <div class="img-wrapper " data-role="image-wrapper" > <picture class="default-picture"> <source srcset="/resource/image/66302/16x9/480/270/94d108f986aa3d08000fff21a399ddcf/CDCA1D471D3ADFF6B70EEBB57E84B9D3/e-commerce.webp 480w, /resource/image/66302/16x9/639/360/94d108f986aa3d08000fff21a399ddcf/96B91F14908A4EEE9CA1F78C9E7BC05E/e-commerce.webp 639w, /resource/image/66302/16x9/1024/576/94d108f986aa3d08000fff21a399ddcf/DE330F3C3AE0D51854A9D32684B43CD2/e-commerce.webp 1024w, /resource/image/66302/16x9/791/445/94d108f986aa3d08000fff21a399ddcf/B17AF7528C332FD077A3FB9A06D08966/e-commerce.webp 791w" sizes="((min-width: 0px) and (max-width: 480px)) 480px, ((min-width: 481px) and (max-width: 639px)) 639px, ((min-width: 640px) and (max-width: 1024px)) 1024px, (min-width: 1025px) 791px"/> <source srcset="/resource/image/66302/16x9/480/270/94d108f986aa3d08000fff21a399ddcf/D972EECE0A531F48860C9CA4B98991C6/e-commerce.jpg 480w, /resource/image/66302/16x9/639/360/94d108f986aa3d08000fff21a399ddcf/6889DCC562E9DD67540F786EA5C65AE1/e-commerce.jpg 639w, /resource/image/66302/16x9/1024/576/94d108f986aa3d08000fff21a399ddcf/5856C2E647A8999360C413CFDE5143EF/e-commerce.jpg 1024w, /resource/image/66302/16x9/791/445/94d108f986aa3d08000fff21a399ddcf/1B7229F1DE0FB08BD9BE882920225550/e-commerce.jpg 791w" sizes="((min-width: 0px) and (max-width: 480px)) 480px, ((min-width: 481px) and (max-width: 639px)) 639px, ((min-width: 640px) and (max-width: 1024px)) 1024px, (min-width: 1025px) 791px"/> <img src="/resource/image/66302/16x9/1024/576/94d108f986aa3d08000fff21a399ddcf/5856C2E647A8999360C413CFDE5143EF/e-commerce.jpg" alt="credit download" title="credit download | © tashka 2000 - fotolia.com" loading="lazy" /> </picture> <a data-lightbox="" href="/resource/image/66302/16x9/1024/576/94d108f986aa3d08000fff21a399ddcf/5856C2E647A8999360C413CFDE5143EF/e-commerce.jpg" data-type="image" title="Enlarge image"></a> <span class="imgCopyright"> <span class="i"></span> <span class="info" > credit download | © tashka 2000 - fotolia.com </span> </span> </div><p class="article-taxonomies" > <span > Digital Economy </span> </p><div class="headlineBlock"> <h1 > E-Commerce in Germany </h1> </div><div class="kurztext" > <p>Germany is Europe's e-commerce leader offering a myriad of opportunities for international online retailers and service providers alike.</p> </div> </header> <div class="richtext"> <p>Ninety-five percent of Internet users in Germany 16 years of age and older purchase goods and services online. This corresponds to 58 million digital buyers according to digital association Bitkom. The <em>Bundesverband E-Commerce und Versandhandel Deutschland - bevh</em> (German Federal Association of E-Commerce and Mail-Order Trade) reports that gross sales of e-commerce goods grew by 19 percent to EUR 99.1 billion in 2021. This represents more than one in five euros of pure e-commerce sales excluding the food retail sector (one in seven euros including food sector).</p><p>E-commerce sales are expected to grow to EUR 111 billion (12 percent increase) in 2022. This puts Germany in first place within the EU and in sixth place worldwide – behind China, the USA, Great Britain, Japan, and South Korea respectively.</p> <div class="anchor-links"> <strong>Content of this page</strong> <ul > <li > <a data-show="div-replace-950996" data-track-name="wt950996" id="950996" class="link active" title="Open "Germany's B2C and B2B Markets"" href="#950996" > <span>Germany's B2C and B2B Markets</span> <script type="text/plain" data-usercentrics="Mapp"> var wt950996 = { "contentId": "gtai-en.invest.industries.consumer-industries.germany-s-b2c-and-b2b-markets-950996", "linkTrackParams": "view", "contentGroup": { 1 : "gtai-en", 2 : "invest", 3 : "industries", 4 : "consumer-industries", 5 : "germany-s-b2c-and-b2b-markets-950996" } }; wt950996.formAttribute = "data-wt"; wt950996.customSessionParameter = { 1 : "false" }; wt950996.customEcommerceParameter = { 4 : "Volltext", 5 : "Frei" }; wt950996.customParameter = { 4 : "Website", 5 : "Germany's B2C and B2B Markets", 6 : "2023-04-27", 14 : "coremedia:///cap/content/950996" }; </script> </a> </li> <li > <a data-show="div-replace-951012" data-track-name="wt951012" id="951012" class="link " title="Open "German Online Shoppers' Consumer Behavior"" href="#951012" > <span>German Online Shoppers' Consumer Behavior</span> <script type="text/plain" data-usercentrics="Mapp"> var wt951012 = { "contentId": "gtai-en.invest.industries.consumer-industries.german-online-shoppers-consumer-behavior-951012", "linkTrackParams": "view", "contentGroup": { 1 : "gtai-en", 2 : "invest", 3 : "industries", 4 : "consumer-industries", 5 : "german-online-shoppers-consumer-behavior-951012" } }; wt951012.formAttribute = "data-wt"; wt951012.customSessionParameter = { 1 : "false" }; wt951012.customEcommerceParameter = { 4 : "Volltext", 5 : "Frei" }; wt951012.customParameter = { 4 : "Website", 5 : "German Online Shoppers' Consumer Behavior", 6 : "2023-04-27", 14 : "coremedia:///cap/content/951012" }; </script> </a> </li> <li > <a data-show="div-replace-950908" data-track-name="wt950908" id="950908" class="link " title="Open "Payment and Logistics: German Specifics"" href="#950908" > <span>Payment and Logistics: German Specifics</span> <script type="text/plain" data-usercentrics="Mapp"> var wt950908 = { "contentId": "gtai-en.invest.industries.consumer-industries.payment-and-logistics-german-specifics-950908", "linkTrackParams": "view", "contentGroup": { 1 : "gtai-en", 2 : "invest", 3 : "industries", 4 : "consumer-industries", 5 : "payment-and-logistics-german-specifics-950908" } }; wt950908.formAttribute = "data-wt"; wt950908.customSessionParameter = { 1 : "false" }; wt950908.customEcommerceParameter = { 4 : "Volltext", 5 : "Frei" }; wt950908.customParameter = { 4 : "Website", 5 : "Payment and Logistics: German Specifics", 6 : "2023-04-27", 14 : "coremedia:///cap/content/950908" }; </script> </a> </li> <li > <a data-show="div-replace-950980" data-track-name="wt950980" id="950980" class="link " title="Open "The E-Commerce Job Market in Germany"" href="#950980" > <span>The E-Commerce Job Market in Germany</span> <script type="text/plain" data-usercentrics="Mapp"> var wt950980 = { "contentId": "gtai-en.invest.industries.consumer-industries.the-e-commerce-job-market-in-germany-950980", "linkTrackParams": "view", "contentGroup": { 1 : "gtai-en", 2 : "invest", 3 : "industries", 4 : "consumer-industries", 5 : "the-e-commerce-job-market-in-germany-950980" } }; wt950980.formAttribute = "data-wt"; wt950980.customSessionParameter = { 1 : "false" }; wt950980.customEcommerceParameter = { 4 : "Volltext", 5 : "Frei" }; wt950980.customParameter = { 4 : "Website", 5 : "The E-Commerce Job Market in Germany", 6 : "2023-04-27", 14 : "coremedia:///cap/content/950980" }; </script> </a> </li> </ul> </div> <div class="replacement-containers"> <div id="" class="teaserbox active" data-role="basic-teaser" data-anchor="div-replace-950996"> <h2 >Germany's B2C and B2B Markets</h2> <div class="teaserbox__content" data-role="basic-teaser-content" > <div class="kurztext" > <p>Both markets boast huge potential for international companies as both markets have been expanding rapidly within the last years. Consumers and businesses alike are becoming more and more online-oriented. Especially developments in the B2B market signal significant potential of an expanding virtual business environment.</p> </div><div class="anchor-links"><ul><li><a class="link" href="#toc-anchor--1">B2B e-commerce market</a></li><li><a class="link" href="#toc-anchor--2">B2C e-commerce market</a></li><li><a class="link" href="#toc-anchor--3">B2C online market places</a></li></ul></div> <h3 id="toc-anchor--1">B2B e-commerce market</h3><p>Innovative technologies will become more and more relevant in the e-commerce B2B sector.</p><p>According to a 2019 ibi research study, some 77 percent of surveyed companies buy online. More than two thirds of purchasers rate product availability, expected delivery times and price overview the most relevant information on B2B websites. More than 50 percent of respondent companies consider it likely that products will be partially reordered automatically via the “Internet of the Things.” The study also found that 75 percent of companies already generate online revenue – with 17 percent generating more than half of their revenue online.</p><p>However, in contrast to the most relevant information for purchasers, around 25 percent of companies still do not offer information on product availability, price overview and expected delivery times (approximately 30 percent do not provide this information). Ninety percent of interviewed companies expect more than half of their B2B purchases to be made online by the year 2025.</p><h3 id="toc-anchor--2">B2C e-commerce market</h3><p>The German e-commerce market is expanding rapidly. During the period 2017 to 2022, B2C e-commerce grew by 69 percent – from EUR 58.5 billion to EUR 99.1 billion. With 58 million people – 84 percent of the German population over the age of 16 – purchasing online on a regular basis, Germany boasts not only the most internet users in Europe but also the greatest e-commerce customer potential. Fashion, Electronic Goods, Computer, Games and Software followed by Household Goods and Furniture, Lamps and Decoration were the five sectors with the highest revenue in Germany in 2021.</p> <div class="table-wrap" data-js-gtai-table="{"hScroll": true, "vScroll": true, "sort": false }"><strong data-role="table_headline" class="table-headline">Top 10 Online Shops in Germany 2021</strong><table class="gtai-thead"><thead><tr><th></th><th><p>Online shop</p></th><th><p>Assortment</p></th><th><p>Turnover 2020</p></th></tr></thead><tbody><tr><td><p><strong>1</strong></p></td><td><p>Amazon EU S.a.r.l.</p><p>amazon.de</p></td><td><p>All-rounder</p></td><td><p>EUR 13,876 million</p></td></tr><tr><td><p><strong>2</strong></p></td><td><p>Otto GmbH & Co.KG</p><p>otto.de</p></td><td><p>All-rounder</p></td><td><p>EUR 4,500 million</p></td></tr><tr><td><p><strong>3</strong></p></td><td><p>Zalando SE</p><p>zalando.de</p></td><td><p>Apparel, textiles, shoes</p></td><td><p>EUR 1,944 million</p></td></tr><tr><td><p><strong>4</strong></p></td><td><p>Media Markt Saturn E-Commerce GmbH</p><p>mediamarkt.de</p></td><td><p>Computer, consumer electronics</p></td><td><p>EUR 1,842 million</p></td></tr><tr><td><p><strong>5</strong></p></td><td><p>Media Markt Saturn E-Commerce GmbH</p><p>saturn.de</p></td><td>Computer, consumer electronics</td><td><p>EUR 1,104 million</p></td></tr><tr><td><p><strong>6</strong></p></td><td><p>Lidl Digital International GmbH & Co. KG</p><p>lidl.de</p></td><td><p>All-rounder</p></td><td><p>EUR 1,016 million</p></td></tr><tr><td><p><strong>7</strong></p></td><td><p>Apple Distribution International Ltd.</p><p>apple.com</p></td><td>Computer, consumer electronics</td><td><p>EUR 878 million</p></td></tr><tr><td><p><strong>8</strong></p></td><td><p>IKEA Deutschland GmbH & Co. KG</p><p>ikea.com</p></td><td><p>Furniture, household goods</p></td><td><p>EUR 861 million</p></td></tr><tr><td><p><strong>9</strong></p></td><td><p>notebooksbilliger.de AG</p><p>notebooksbilliger.de</p></td><td>Computer, consumer electronics</td><td><p>EUR 818 million</p></td></tr><tr><td><p><strong>10</strong></p></td><td><p>H&M Hennes & Mauritz GBC AG</p><p>hm.com/de</p></td><td><p>Apparel, textiles, shoes</p></td><td><p>EUR 713 million</p></td></tr></tbody><caption class="caption">Source: iBusiness 2021</caption></table></div><p><br></p> <p></p><p>Combined with an extensive, highly developed logistics infrastructure, Germany is the clear continental leader and offers a myriad of opportunities for international online retailers and service providers alike.</p><h3 id="toc-anchor--3">B2C online market places</h3><p>In 2021, some 51 percent of B2C e-commerce revenue was generated via online market places in Germany. Revenue of EUR 50.5 billion for the year represented an almost 20 percent increase on 2020 turnover levels.</p><p>There are 214 B2C market places in the DACH region (German-speaking countries in Europe Germany, Austria, Switzerland) – three times as many as in 2015 when only Amazon and eBay were of real relevance. In the last two pandemic years more than a hundred new players have emerged and 30 have been forced to close down. Nearly all categories show a considerable diversity of providers. Seventy-two of the 214 market places focus on sustainability or offer second-hand products.</p><p>Thanks to better price conditions, a broader product offer and higher comfort, online marketplaces are becoming more popular among consumers in Germany. A recent study by sendcloud found that 87 percent of German consumers regularly purchase via online market places and 38 percent intend to increase their purchase intensity levels on digital market places.</p><p>Delivery options play a crucial part. Sixty percent of customers would cancel their order process on a market place if their preferred delivery option is not available. Forty percent of consumers have signed up to a delivery subscription service, the most popular of these being Amazon Prime.</p><p><strong>Top 10 online market places in Germany 2021</strong></p><ol class="rte--list"><li>Amazon</li><li>eBay</li><li>Otto</li><li>Zalando</li><li>Etsy</li><li>About You</li><li>Shop Apotheke</li><li>Alternate</li><li>Hood.de</li><li>Avocado Store</li></ol> <div class="add-to-bookmarks"> <a href="" class="add-to-bookmarks__link" title="">Add to dossier</a> <button class="button" data-tooltip="Log in and add this element to a dossier. Manage your dossiers and export them as PDF in your personal area. Find and add elements to your dossiers anywhere on the website."> <span class="icon-info-circle"></span> </button> </div> </div> </div><div id="" class="teaserbox " data-role="basic-teaser" data-anchor="div-replace-951012"> <h2 >German Online Shoppers' Consumer Behavior</h2> <div class="teaserbox__content" data-role="basic-teaser-content" > <div class="kurztext" > <p>As the biggest market in terms of population with one of the highest total purchasing power levels in Europe, Germany offers lucrative opportunities for international companies seeking to expand operations.</p> </div><div class="anchor-links"><ul><li><a class="link" href="#toc-anchor--4">Germany's market potential: most internet users in Europe</a></li><li><a class="link" href="#toc-anchor--5">Rising online shopping spendings</a></li><li><a class="link" href="#toc-anchor--6">Factors affecting online shopping satisfaction</a></li><li><a class="link" href="#toc-anchor--7">Consumer behavior during the Coronavirus pandemic</a></li></ul></div> <h3 id="toc-anchor--4">Germany's market potential: most internet users in Europe</h3><p>Germany is home to more internet users than any other country in Europe, with more than 66 million active online users (almost 94 percent of the total German population aged 14 years and older). Online shopping is widespread – and not just among younger members of the population.</p><p>While close to 100 percent of the population between 18 and 49 years of age use the internet, the share of adults aged 50+ who surf the web is also increasing dramatically. Ninety-one percent of people 50 to 59 years of age use the internet, while around 60 percent of all adults aged 6o years of age and older are online.</p><p>The last two groups are of particular importance for retailers as they constitute the age group with the highest purchasing power. The pandemic has brought even more people behind their screens – both mobile and stationary devices – to shop online.</p><h3 id="toc-anchor--5">Rising online shopping spendings</h3><p>Seventy-five percent of consumers in Germany have made online purchases in the last month, of which 43.6 percent have made a purchase within the last 7 days (41 percent of this group have ordered more than once in the same period). The purchasing frequency among these shoppers has increased by 23 percent in comparison to 2019.</p><p>The average shopping basket online grew by almost 20 percent to EUR 144.25 in 2021. On average, EUR 207 is spent online each month. The 30-49 years of age group spends the highest amount online. Electronics and travel are the two categories where consumers spend most online. </p><h3 id="toc-anchor--6">Factors affecting online shopping satisfaction</h3><p>Some 96 percent of customers are satisfied or very satisfied with their online purchases (including services including delivery times, payment options and customer service)</p><p>Price and free delivery are the most important factors for consumers in Germany when selecting an online shop before personal positive personal experience and free returns. Customers in Germany are very price sensitive as three of the top three factors for choosing an online shop are price related.</p> <div class="infogram-embed" data-id="3341c589-fd24-4d5c-a7d8-fc3a90c00b23" data-type="interactive" data-title="5 Criteria for online shop selection"></div> <script type="text/plain" data-usercentrics="Infogram"> !function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async"); </script> <p></p><h3 id="toc-anchor--7">Consumer behavior during the Coronavirus pandemic</h3><p>Forty-three percent of consumers have increased their online purchases since the start of the coronavirus pandemic – of which nearly 90 percent will continue to do so to an increased degree. Fifty percent of consumers have invested more time in shopping online since the start of the pandemic. This is particularly true of the 60+ age group that has dramatically turned to online shopping during the pandemic. Despite lockdown eases, these silver surfers plan to continue to shop online thanks to their excellent online shopping experiences.</p> <div class="infogram-embed" data-id="e2d6967f-ff43-4981-9527-1ff254a85b98" data-type="interactive" data-title="Products purchased during Covid"></div> <script type="text/plain" data-usercentrics="Infogram"> !function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async"); </script> <p></p> <div class="add-to-bookmarks"> <a href="" class="add-to-bookmarks__link" title="">Add to dossier</a> <button class="button" data-tooltip="Log in and add this element to a dossier. Manage your dossiers and export them as PDF in your personal area. Find and add elements to your dossiers anywhere on the website."> <span class="icon-info-circle"></span> </button> </div> </div> </div><div id="" class="teaserbox " data-role="basic-teaser" data-anchor="div-replace-950908"> <h2 >Payment and Logistics: German Specifics</h2> <div class="teaserbox__content" data-role="basic-teaser-content" > <div class="kurztext" > <p>Consumer power is not to be underestimated in Germany, in both B2B and B2C markets. Payment methods, delivery and return managment are crucial for a successful e-commerce business model in Germany.</p> </div><div class="anchor-links"><ul><li><a class="link" href="#toc-anchor--8">Payment preferences</a></li><li><a class="link" href="#toc-anchor--9">Payment method as crucial</a></li><li><a class="link" href="#toc-anchor--10">New logistic complexity</a></li><li><a class="link" href="#toc-anchor--11">Return champion Germany</a></li><li><a class="link" href="#toc-anchor--12">Returns management challenges</a></li></ul></div> <h3 id="toc-anchor--8">Payment preferences</h3><p>Online shopping is typically credit card driven, but Germany also proves to be an exception in this respect. In Germany, just 11 percent prefer to pay by credit card whereas almost 30 percent prefer to be invoiced for their items (i.e. invoice that can be settled from bank current account). The proportion of shoppers preferring this method of payment increases significantly according to age and gender but the price of the item and the likelihood of a return also plays a role. Online payment systems (e.g. PayPal, SOFORT Überweisung and giropay) are as a consolidation directly behind payment on account (28.2 percent).</p><h3 id="toc-anchor--9">Payment method as crucial</h3><p>Method of payment in online shopping has become an increasingly important component of e-commerce. A majority of online shoppers cancel their online order because their favorite payment method is not offered - meaning future businesses who utilize multiple payment methods will most probably enjoy a competitive advantage.</p><p>In B2B e-commerce, payment by invoice and PayPal are the preferred online payment methods.</p><h3 id="toc-anchor--10">New logistic complexity</h3><p>With a highly developed logistics infrastructure of 3,500 courier companies and 60,000 logistics service providers, Germany remains an ideal location for companies looking to provide online and multi-channel services. This concentrated network also makes services such as same-day delivery more calculable.</p><p>Parcel service providers are facing new challenges as a result of the e-commerce boom and accompanying developments. Increased B2C traffic has resulted in higher total shipping costs as deliveries become more decentralized with smaller quantities per stop.</p><h3 id="toc-anchor--11">Return champion Germany</h3><p>Another important factor affecting these rising shipping costs is the rate of returns experienced by many online shops. Germans are returns champions: 15 percent of items sold online are returned (corresponds to one in seven orders). According to the German Federal Association of E-Commerce and Mail-Order Trade bevh, 75 percent of online companies offer free return to their customers for competitive reasons.</p><p>Customers expect free delivery and free returns which explains partly why customers in Germany make use of this possibility. In comparison, the return rate in the UK, France, the US and other countries is half or less of the return rate in Germany. A recent study shows that an increasing number of consumers in Germany do not plan to return purchased items for environmental reasons but that certain items (e.g. fashion items) are more prone to returns than other products (e.g. electronics). The payment method selected is another factor of a potentially planned return, with <em>Rechnungskauf </em>(purchase on account) often indicating higher likelihood of a return.</p><h3 id="toc-anchor--12">Returns management challenges </h3><p>Return management represents a significant e-commerce challenge. Some 44 percent of retailers have admitted that returns have increased to such an extent that they put pressure on their business.</p><p>Despite increasing e-commerce turnover, many online shops record low profits due to the high costs of returns. According to Bitkom, one in seven orders is returned. Even though the return rate is 10 percent or lower for certain retailers, specific product groups – including fashion, textiles and shoes – experience higher return rates of up to 80 percent.</p><p>As a result, companies that are able to provide accurate product descriptions and visual representations with the help of AI, big data and virtual reality tools will most likely experience a significant comparative advantage in the online market place due to reduced return costs.</p><div class="table-wrap" data-js-gtai-table="{"hScroll": false, "vScroll": false, "sort": false }"><table class="hint-box"><tbody><tr><td><p><strong>E-commerce business opportunities in Germany</strong></p><p><br></p><p>Because of these increasing customer demands, innovative delivery methods and digital technologies could prove vital for online companies seeking to stay ahead of the competition, especially solutions that take sustainability and the environment into account. Businesses who provide innovative solutions to these emerging issues will find themselves with a distinct advantage in the German marketplace.</p><p><br></p><p><a class="link-internal" href="/en/meta/contact-personal?contactId=2710&documentId=965808" target="_self">Contact us</a> to find out how to succesfully settle your business in Germany. </p></td></tr></tbody></table></div> <div class="add-to-bookmarks"> <a href="" class="add-to-bookmarks__link" title="">Add to dossier</a> <button class="button" data-tooltip="Log in and add this element to a dossier. Manage your dossiers and export them as PDF in your personal area. Find and add elements to your dossiers anywhere on the website."> <span class="icon-info-circle"></span> </button> </div> </div> </div><div id="" class="teaserbox " data-role="basic-teaser" data-anchor="div-replace-950980"> <h2 >The E-Commerce Job Market in Germany</h2> <div class="teaserbox__content" data-role="basic-teaser-content" > <div class="kurztext" > <p>E-commerce continues to be a rapidly growing market, and this growth is reflected in the corresponding job market. Growing applicant levels are to be expected in the coming years - with changing qualification demands by the industry.</p> </div><div class="anchor-links"><ul><li><a class="link" href="#toc-anchor--13">Job market opportunities</a></li><li><a class="link" href="#toc-anchor--14">E-commerce training programs</a></li></ul></div> <h3 id="toc-anchor--13">Job market opportunities</h3><p>According to a survey by the German Federal Association of E-Commerce and Mail-Order Trade – bevh, two thirds of recruitment consultants expect more and more applicants to pursue careers in online and multi-channel businesses in the coming years. Because the internet is becoming more common as a sales channel, graduates - including those without a computer science-related degree - have a plethora of opportunities in this industry sector. Graduates with degrees in marketing, management, business engineering, and even graphic design can find themselves with a rewarding career path in this field. Germany's e-commerce industry is expecting rising applicant levels from these areas of expertise within the next years.</p><h3 id="toc-anchor--14">E-commerce training programs </h3><p>The demands placed upon e-commerce professionals are increasingly less technical and more business and marketing based. Moreover, e-commerce career entry points are incredibly diverse thanks to the young nature and new fields of activity in e-commerce. The requirements placed upon prospective employees can vary significantly. The number and range of market players in e-commerce is constantly growing: from mail order companies and specialty suppliers to auction and price comparison platforms.</p><p>Accordingly, e-commerce offers numerous career opportunities including online shop manager, content manager, online marketing manager and affiliate manager positions to name but a few. Online retailers and industry associations also promote young talent: the industry association bevh introduced a new <em>E-Commerce Kaufleute</em> (“E-Commerce Merchants”) training program in 2018.</p><p>Demand for the new profession in the economy is high. More than 80 percent of online and multichannel merchant members of the bevh plan to train e-commerce professionals – for trade with both end customers and commercial clients. These training programs merge knowledge in the specialist fields of informatics and economics and provide e-commerce with a versatile and growing pool of well-educated young talent.</p> <div class="add-to-bookmarks"> <a href="" class="add-to-bookmarks__link" title="">Add to dossier</a> <button class="button" data-tooltip="Log in and add this element to a dossier. Manage your dossiers and export them as PDF in your personal area. 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