Press Release - Ecommerce Report: Germany 2019


Executive Summary

The German Ecommerce report explores the details of the B2C ecommerce market in Germany, including consumer behaviors and trends. The report also includes expert interviews with leading logistics providers and retailers (SAP, Osudio and Computop). 

The following summary provides an overview of the most critical and interesting observations found in the report.

Infrastructure & Logistics

Germany has dropped in the Ease of Doing Business Index from 20th place to 24th place. Additionally, it appears Internet Inclusivity is also a struggling point for Germany, as it dropped from rank 12 to rank 18. On the other side, Germany is doing well in the E-Government Development Index, improving from 15th place to 12th place, as well as the Logistics Performance Index, remaining still in 1st place. 

Germany is doing quite well with internet penetration of the general population, as 88% is expected to be online in 2019. Additionally, the GDP continues to increase with a steady growth rate just below 3%, so the economy is certainly ripe for burgeoning ecommerce businesses, both domestic as well as cross-border.

Ecommerce Landscape

German people tend to use the internet daily, while 11% of the population tends to use it at least once per week. Moreover, users prefer to search for product information using computers as compared to smartphones. In Germany, PayPal is the most favored payment method. When it comes to delivery, German consumers prefer to choose the place for delivery instead of time for delivery. Also interesting to note, clothing is the most purchased product category.

Regarding cross-border online shopping, China boasts the highest share of the cross-border ecommerce turnover (44%), while the USA comes in second (32%) and the UK in third (29%). German consumers prefer to use a desktop/laptop (77%) to shop cross-border. Moreover, e-shoppers prefer large “global” stores when purchasing from another country (68%).

If you want to learn more about the top online stores, as well as the most preferred delivery methods, you should check out the Germany Ecommerce report. You’ll find additional tidbits, including why consumers may abandon an online cart, the most used social media, as well as the differences (and similarities) regarding ecommerce amongst “Wessi” and “Ossi”.