Retail Ecommerce in Germany: A Major Digital Market Growing in Size and Sophistication - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Retail Ecommerce in Germany: A Major Digital Market Growing in Size and Sophistication

eMarketer Report

By: eMarketer

Published: July 27, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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.

  • Total retail sales in Germany rose 3.0% in 2016, while ecommerce surged by an estimated 12.5% to hit $58.52 billion. Double-digit growth will continue this year, but annual increases will decline gradually during the forecast period, with retail ecommerce sales expected to rise just 5.3% in 2021.
  • Some 49.5 million people in Germany are expected to make at least one digital purchase this year, equivalent to 81.5% of internet users. The proportion of web users buying digitally is approaching a plateau, however, and most growth in sales volume will be due to existing buyers making more frequent purchases and spending higher sums online.
  • Most digital purchases are still made on PCs in Germany, but penetration of smartphone and tablet buying continues to rise.
  • As in many countries, fashion and consumer electronics are among the most popular digital purchases in Germany. The country’s online grocery market is still in its infancy, but adoption is rising, and this sector shows enormous potential.
  • US-based retailers Amazon and eBay dominate in terms of traffic to retail sites by consumers in Germany, but Otto Group and other homegrown retailers also rank in the top 10.
  • As a key regional market, Germany currently attracts attention from national retailers experimenting with new services as well as international retailers aiming to extend their own consumer bases.

"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."

Table of Contents

Retail Ecommerce in Germany: The eMarketer Forecast

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

The Numbers in Context

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Trends to Watch

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

23 charts are included in the full report:

Retail Ecommerce in Germany: A Major Digital Market Growing in Size and Sophistication

Retail Ecommerce Sales in Germany, 2016-2021 (billions, % change and % of total retail sales)

Retail Ecommerce in Germany: The eMarketer Forecast

Retail Sales in Germany, 2016-2021 (billions and % change)

Retail Ecommerce Sales in Germany, 2016-2021 (billions, % change and % of total retail sales)

Digital Buyers and Penetration in Germany, 2016-2021 (millions, % of internet users and % of population)

The Numbers in Context

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 €)

Purchase Devices

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)

Trends to Watch

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)