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“From the start, online retail must be as well positioned as brick-and-mortar retail.”
- Over 15 percent of Internet users buy or have already made purchases in an online shop every day
- 6 out of ten of all young adults shop online several times a week
- The frequency of online purchases also increases significantly in the 50+ age group
Online shopping more popular than in-store shopping
Today it’s supposed to be a new, fashionable piece of clothing, tomorrow maybe some medicine and the day after tomorrow grocery shopping for the weekend: Germans shop more and more online. In 2018, around EUR 53.3 billion was generated in the B2C e-commerce market in Germany. According to the HDE forecast, this revenue will amount to 57.8 billion euros in 2019. Overall, clothing, electronics and telecommunications are among the top-selling product groups in online retail. Almost a quarter of all online sales in Germany were generated in the fashion and accessories sector, 24.3 percent of online sales were generated in the CE / electronics sector.
According to the study e-commerce market Germany 2018, the leading online shops in Germany include amazon.de, otto.de and zalando.de. In 2017, amazon.de generated e-commerce sales of around 8.82 billion euros, leading the ranking of the 100 largest online shops in Germany. Otto.de and zalando.de followed at a large distance: the two German companies in Germany generated around 2.96 and 1.28 billion euros, respectively.
The proportion of online shoppers in Germany varies greatly from age group to age group. While the proportion of people who order online at least once a month is around 23 percent in the 30- to 39-year-old age group, this proportion is only around 3 percent in the over-70s group. According to a forecast, the total number of e-commerce users in Germany will be 78.3 million in 2023.
Mobile shopping is becoming increasingly popular among smartphone users. According to a survey, 90 percent of the 20 to 29-year-old respondents had already made a purchase on their smartphone in 2018. Even among those over 60 years of age, the proportion of mobile online buyers was 45 percent. Clothing and shoes as well as books are among the most popular product categories when buying via smartphone via the mobile Internet.