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Germany's Ecommerce Buoyed by Affiliate Marketing

Practice was responsible for nearly one-sixth of ecommerce sales in 2016

September 5, 2017 | Retail & Ecommerce

The value of affiliate marketing-driven ecommerce in Germany rose by 9% year over year in 2016 to €7.6 billion ($8.43 billion), according to estimates by Bundesverband Digitale Wirtschaft (BVDW).

Using German retail trade association Handelsverband Deutschland (HDE)’s estimate that retail ecommerce sales hit €44 billion ($48.82 billion) for 2016 in its calculations, BVDW concluded that affiliate marketing spurred around one-sixth of the country’s retail ecommerce spending last year.

Actions Taken in Response to Content Marketing* by Internet Users in Germany Who Respond Positively to Content Marketing vs. Total Internet Users, Nov 2016 (% of respondents in each group)

“Affiliate marketing is one of the most important components of the marketing mix and is an important driver for the online retail market,” said Dino Leupold von Löwenthal, chairman of BVDW’s affiliate marketing focus group.

Mcommerce sales derived from affiliate marketing also increased by 38% in 2016, to €1.21 billion ($1.34 billion), according to BVDM.

Consumers in Germany have a generally favorable attitude toward marketing content not immediately identifiable as advertising.

A November 2016 YouGov study found between 60% and 65% of internet users in Germany had either purchased or seriously considered purchasing one of the products featured in content marketing efforts.

Among respondents who generally responded positively to content marketing, an even higher percentage—about 80%—had made or seriously considered purchasing a product featured in content marketing.

Cliff Annicelli

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