Retail Mcommerce in Germany: Momentum and Innovation Fuel Double-Digit Sales Growth - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Retail Mcommerce in Germany: Momentum and Innovation Fuel Double-Digit Sales Growth

eMarketer Report

By: eMarketer

Published: February 08, 2017

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

Executive Summary

Shopping and buying with mobile devices—and with smartphones in particular—is gaining pace in Germany, though the market is far from mature. eMarketer estimates that retail mcommerce sales will reach $23.53 billion in 2017 and $32.04 billion in 2020.

  • Retail mcommerce sales in the country grew more than 40% in 2016, but from a small base. Smartphones are contributing largely to this trend.
  • Mobile shopping and buying have caught on more slowly in Germany than in other markets in the region—for example, the UK—but the potential is huge.
  • As more consumers in Germany use smartphones and tablets to research potential purchases, significant numbers are also starting to buy with mobile devices.
  • Mobile buyers are making more frequent purchases each year, but average basket size has not grown substantially.
  • To date, younger consumers are more likely than their older counterparts to make mobile purchases.
  • Fashion—including clothes, shoes and other accessories—remains a leading category for mobile purchasing in the country.

"Retail mcommerce sales—excluding travel and ticket sales—will climb nearly 23% in 2017, to $23.53 billion. Annual growth rates will remain in double digits through 2019, and sales will top $32 billion in 2020."

Table of Contents

Retail Mcommerce Sales

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

Mobile Shoppers and Buyers

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

Looking Ahead

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

13 charts are included in the full report:

Retail Mcommerce in Germany: Momentum and Innovation Fuel Double-Digit Sales Growth

Retail Mcommerce Sales in Germany, 2015-2020 (billions and % change)

Retail Mcommerce Sales

Retail Mcommerce Sales in Germany, 2015-2020 (billions and % change)

Top 10 Product/Service Categories Purchased Digitally by Consumers in Germany, Aug 2016 (% of respondents)

Retail Mcommerce in Context

Mcommerce Sales in France, Germany and the UK, 2017

Key Trends

Smartphone vs. Tablet Holiday* Retail Ecommerce Visit vs. Revenue Share in Select Countries, 2016 (% of total ecommerce)

Christmas Retail Ecommerce Sales in North America and Select Countries in Western Europe, by Device, 2016 (billions of € and % change)

Leading Mcommerce Retailers and Sectors

Average Fashion Retail Ecommerce Order Value in Select Countries/Regions in Western Europe, by Device, H1 2016

Female Fashion Product Mobile Buyers in Germany Who Would Prefer to Use a Desktop/Laptop vs. Smartphone for Fashion Purchases, by Type, Aug 2016 (% of respondents)

Mobile Shoppers and Buyers

Mcommerce Buyer Penetration in Select Countries/Regions in Europe, Spring 2016 (% of population)

Devices Used by Digital Buyers in Germany to Make Digital Purchases, 2014 & 2016 (% of respondents)

Demographic Aspects

Share of Fashion Product Digital Research vs. Purchases According to Female Fashion Product Mobile Buyers in Germany, by Age and Device, Aug 2016 (% of total in each group)

Mobile Shoppers Weigh Retail Apps vs. Mobile Websites

Types of Apps/App Features Offered by Retail Brands in Europe, by Country, Aug 2016 (% of audited brands)

Website Features of Retail Brands in Europe, by Country, Aug 2016 (% of audited brands)

Leading Mobile Apps Used by Android Device Users in Select Countries in Western Europe for Retail Purposes*, Sep 2016 (% of respondents)