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Published: July 27, 2017
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Within Western Europe, Germany is second only to the UK in the value of retail ecommerce sales. eMarketer estimates that retail ecommerce sales in the country will reach $65.13 billion in 2017 and pass $86 billion by the end of 2021.
"Retail ecommerce sales in Germany will rise by nearly $7 billion in 2017 to pass $65 billion. Despite this growth, digital sales will remain a small fraction of total retail sales. That share will reach 8.5% in 2018."
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Retail Ecommerce Sales in Germany, 2016-2021 (billions, % change and % of total retail sales)
Retail Sales in Germany, 2016-2021 (billions and % change)
Digital Buyers and Penetration in Germany, 2016-2021 (millions, % of internet users and % of population)
Total Retail Sales* Share in Germany, Ecommerce/Mail Order vs. In-Store, 2014-2016 (billions of € and % of total)
Monthly Number of Digital Purchases Made by Digital Buyers in Germany, Oct 2016 (% of respondents)
Average Monthly Amount Spent on Digital Purchases by Digital Buyers in Germany, Oct 2016 (% of respondents)
Annual Retail Ecommerce Spending per Digital Buyer in Select Countries in Europe and North America, 2017 (in €)
Retail Ecommerce Order vs. Traffic Share in Select Countries, by Device, Q1 2017 (% of total)
Average Ecommerce Shopping Cart Value in Germany, by Device, Q4 2016 (in €)
Christmas Retail Ecommerce Sales in North America and Select Countries in Western Europe, by Device, 2016 (billions of € and % change)
Mobile Buyer Share of Digital Buyers in Germany, Tablet vs. Smartphone, 2016-2020 (% of total digital buyers)
Top Retail Sites and Sectors
Top 10 Retail Sites in Germany, Ranked by Unique Visitors, Feb 2017 (millions)
Top 5 Product Categories for Retail Ecommerce Sales in Germany, by Gender, 2016 (billions of € and % change)
Average Shopping Cart Value for Retail Ecommerce Purchases in Germany, by Product Category, Q1 2017 (in €)
Apparel Retail Ecommerce Sales Share in Germany, the UK and the US, 2016, 2017 & 2021 (% of total apparel sales)
Payment and Delivery Trends
B2C Ecommerce Sales Share in Germany, by Payment Method, 2016 (% of total)
Digital Buyers in the US and Select Countries in Western Europe Who Have Used Select Delivery/Fulfillment Methods for Digital Purchases, Sep 2016 (% of respondents)
Cross-Border Digital Buyer Penetration in Europe, by Country, Oct 2016 (% of digital buyers)
Digital Buyers in Germany Who Have Made Cross-Border B2C Ecommerce Purchases, by Frequency, Dec 2016 (% of respondents)
Countries from Which Digital Buyers in Select Countries in Western Europe Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)
Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Select Countries in Western Europe, Oct 2016 (% of respondents)
Virtual Reality in Retail: Is It for Real?
Internet Users in Germany Who Would Prefer Retailers that Offer Virtual Reality (VR) Apps, by Demographic, Nov 2016 (% of respondents in each group)
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