Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

E-Commerce - Germany - July 2013

Mintel’s European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.

Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.

The market includes online business-to-consumer sales by all types of retailers in Germany.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Report Scope and Technical Notes

      • Market definition
        • Financial definitions
          • VAT
              • Figure 1: European VAT rates, 2010-13
            • Abbreviations/terminology
              • Country codes
              • Executive Summary

                  • What we think
                  • The Market Environment

                    • Key points
                      • Broadband connections
                        • Figure 2: Germany: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
                      • Shopping and selling by device
                        • Figure 3: Germany: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
                      • Consumer confidence
                        • Figure 4: Germany: Consumer confidence levels, June 2012-June 2013
                    • Market Size and Forecast

                      • Key points
                        • Online sales reach 8.5% of all retail
                          • Figure 5: Germany: Online retail sales (incl. VAT), 2008-12
                          • Figure 6: Germany: Online retail sales forecasts (incl. VAT), 2013-18
                        • Segmentation by product category
                            • Figure 7: Germany: Online retail sales: Estimated segmentation by selected categories, 2012
                          • Home shopping specialists’ sales and forecast
                            • Figure 8: Germany: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
                            • Figure 9: Germany: Mail order/online pureplay specialists’ sales forecasts (incl. VAT), 2013-18
                        • Leading Online Retailers

                          • Key points
                            • Amazon and Otto retain strong leads
                              • Figure 10: Germany: Major online retailers by net online revenues, 2011 and 2012
                            • Other leaders
                              • Electricals: Metro Group scales up
                                • Grocers: Limited online services
                                  • DIY: Bauhaus and Toom still not online
                                    • Other retailers: Ikea and H&M early movers
                                      • Market shares
                                        • Figure 11: Germany: Leading online retailers’ share of online retail sales, 2011-12
                                    • The Consumer: Participation in Online Shopping

                                      • Key points
                                        • Growth in participation slows
                                            • Figure 12: Germany: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
                                            • Figure 13: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
                                          • By category: Clothing most popular
                                              • Figure 14: Germany: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
                                            • Cross-border shopping
                                                • Figure 15: Germany: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
                                            • The Consumer: E-commerce and Home Shopping

                                              • Key points
                                                • What we asked
                                                  • Catalogue shopping still holds appeal
                                                      • Figure 16: Germany: The consumer: How they shopped from home in the last 12 months, May 2013
                                                    • Online shopping broadly based by age, affluence and gender
                                                        • Figure 17: Germany: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
                                                        • Figure 18: Germany: The consumer: How they shopped from home in the last 12 months, by gender, May 2013
                                                    • The Consumer: M-commerce and T-commerce

                                                      • Key points
                                                        • What we asked
                                                          • Clothing most popular
                                                              • Figure 19: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                            • Mobile shoppers are younger and more affluent
                                                                • Figure 20: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                                • Figure 21: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                            • The Consumer: Attitudes to Shopping Online

                                                              • Key points
                                                                • What we asked
                                                                  • Consumers interacting with brands and retailers online
                                                                      • Figure 22: Germany: Online shopping habits and attitudes, May 2013
                                                                    • Collection appeals to young and affluent
                                                                        • Figure 23: Germany: Online shopping habits and attitudes, by average age/affluence, May 2013
                                                                        • Figure 24: Germany: Online shopping habits and attitudes, by average age/affluence, by gender, May 2013
                                                                    • Amazon Europe

                                                                        • What we think
                                                                          • Troubles in Europe
                                                                            • Amazon’s scope for growth
                                                                              • But can it become Europe’s largest retailer?
                                                                                • Figure 25: Amazon Europe: Projected revenues of Amazon Europe and Schwarz Group, 2008-22
                                                                              • Beyond retailing
                                                                                • Slimming the offer
                                                                                  • Popularity for electricals shopping – Mintel’s consumer data
                                                                                    • Figure 26: Europe: Percentage of consumers who have purchased electrical goods from Amazon in the past 12 months (past three years for the UK survey) and (in brackets) Amazon’s position among named retailers for buying electrical goods online, January 2013 (November 2012 for UK survey)
                                                                                  • Company background
                                                                                    • Company performance
                                                                                        • Figure 27: Amazon Europe: Group financial performance, 2008-12
                                                                                        • Figure 28: Amazon Europe: Europe as percentage of Amazon Inc.’s total revenues, 2008-12
                                                                                      • Retail offering
                                                                                      • Apple Retail

                                                                                          • What we think
                                                                                            • A brand or a retailer
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                    • Figure 29: Apple Retail: Financial performance, 2007/08-2011/12
                                                                                                    • Figure 30: Apple Retail: European stores, 2012-13
                                                                                                  • Retail offering
                                                                                                  • Asos

                                                                                                      • What we think
                                                                                                        • Positioning itself as the world’s leading online fashion destination for twenty-somethings
                                                                                                          • One-stop fashion portal driving web traffic and extra sales
                                                                                                            • Decision to expand beyond UK is paying off
                                                                                                              • Tapping into the demand for affordable fashion in an austere climate
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                    • Majority of ASOS sales now come from outside of the UK
                                                                                                                      • Figure 31: ASOS: Group financial performance, 2008/09-2011/12
                                                                                                                    • Current trading boosted by exclusive collaborations, growing mobile traffic and price reductions
                                                                                                                      • Retail offering
                                                                                                                      • Buch.de

                                                                                                                          • What we think
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                  • Figure 32: Buch.de: Group financial performance, 2008-2011/12
                                                                                                                                • Retail offering
                                                                                                                                • Debenhams.com

                                                                                                                                    • What we think
                                                                                                                                      • Debenhams internet sales now more profitable than its store sales
                                                                                                                                        • Working to improve the efficiency of the fulfilment and delivery service
                                                                                                                                          • Beyond the desktop and into stores
                                                                                                                                            • Debenhams TV is an entertaining alternative to the traditional online shopping experience
                                                                                                                                              • Enhanced website features
                                                                                                                                                • 50% of what Debenhams sells can only be bought at Debenhams
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Online sales up almost 40%
                                                                                                                                                        • Figure 33: Debenhams: Group financial performance, 2008/09-2011/12
                                                                                                                                                      • Online sales show no signs of slowing in 2013
                                                                                                                                                        • Retail offering
                                                                                                                                                        • Dell Retail

                                                                                                                                                            • What we think
                                                                                                                                                              • Move to third party
                                                                                                                                                                • Looking to improve price positioning
                                                                                                                                                                  • Company background
                                                                                                                                                                    • Company performance
                                                                                                                                                                      • Figure 34: Dell B2C Retail: Estimated group financial performance, 2008-12
                                                                                                                                                                    • Retail offering
                                                                                                                                                                    • eBay Inc.

                                                                                                                                                                        • What we think
                                                                                                                                                                          • Not a retailer – and no longer an auction site
                                                                                                                                                                            • Positive attributes
                                                                                                                                                                              • Transacting revenues
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 35: eBay Inc.: Group financial performance, 2008-12
                                                                                                                                                                                  • eBay in graphs
                                                                                                                                                                                    • Figure 36: eBay Inc. Marketplaces segment: Gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                    • Figure 37: eBay Inc. Marketplaces segment: Annual % change in gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                    • Figure 38: eBay Inc. Marketplaces segment: % of gross merchandise volume accounted for by fixed-price sales, 2006-12
                                                                                                                                                                                    • Figure 39: eBay Inc. Payments segment: Total net payment values, 2006-12
                                                                                                                                                                                • Media-Saturn/Redcoon (Metro Group)

                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Slow to launch online
                                                                                                                                                                                        • Trailing Amazon but winning customers
                                                                                                                                                                                          • Figure 40: Germany: The consumer: Where electrical goods have been purchased online in the past 12 months, leading retailers, January 2013
                                                                                                                                                                                        • Pureplay versus multichannel
                                                                                                                                                                                          • International
                                                                                                                                                                                            • Company background
                                                                                                                                                                                              • Technical note: Ownership
                                                                                                                                                                                                • Technical note: Store manager stakes
                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                      • Figure 41: Media Saturn: Group financial performance, 2008-12
                                                                                                                                                                                                      • Figure 42: Media Markt/Saturn: Outlet data, 2008-12
                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                    • M and M Direct

                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                              • Figure 43: M and M Direct Ltd: Group financial performance, 2008-13
                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                            • Otto Group (Multichannel Retail)

                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                  • Falling behind Amazon
                                                                                                                                                                                                                    • Failing to take advantage of the web
                                                                                                                                                                                                                      • Failing to compete on price
                                                                                                                                                                                                                        • Catalogue brands need more focus
                                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                                              • Figure 44: Otto Group (Multichannel Retail): Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                              • Figure 45: Otto Group: Main European Brands, June 2013
                                                                                                                                                                                                                          • Rakuten Ichiba

                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                    • Figure 46: Rakuten: Gross merchandise sales, 2008-12
                                                                                                                                                                                                                                    • Figure 47: Rakuten: Consolidated operating results by division, 2010-12
                                                                                                                                                                                                                                • Redcats

                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                            • Figure 48: Redcats: Group financial performance, 2008-12
                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                          • Tchibo

                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                    • Figure 49: Tchibo: Group financial performance, 2008-12
                                                                                                                                                                                                                                                    • Figure 50: Tchibo: Outlet data, 2008-12
                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                  • Vente Privee

                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                              • Figure 51: Vente-Privee: Group sales performance, 2008-12
                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                            • Yoox

                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                      • Figure 52: Yoox Group: Sales performance (excl. sales tax), 2008-12
                                                                                                                                                                                                                                                                      • Figure 53: Yoox Group: Breakdown of turnover, by major market, 2012
                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                        • Figure 54: Yoox Group: Mono-brand sites, 2012
                                                                                                                                                                                                                                                                    • Zooplus

                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                                                                                              • Figure 55: Zooplus: Financial performance, 2008-12
                                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                                            • Appendix – E-commerce Retail

                                                                                                                                                                                                                                                                                • Figure 56: Most popular how they shopped from home in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 57: Next most popular how they shopped from home in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 58: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 59: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 60: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 61: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                                • Figure 62: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
                                                                                                                                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                              • Broadband connection and internet usage
                                                                                                                                                                                                                                                                                • Figure 63: Europe: Percentage of households with a broadband internet connection, by country, 2008-12
                                                                                                                                                                                                                                                                                • Figure 64: Europe: Percentage of all individuals accessing the internet daily, by country, 2008-12
                                                                                                                                                                                                                                                                                • Figure 65: Europe: Percentage of all individuals accessing the internet by mobile devices in the past three months, by country, 2012
                                                                                                                                                                                                                                                                              • Population
                                                                                                                                                                                                                                                                                • Figure 66: Europe: Population, by age group, 2010
                                                                                                                                                                                                                                                                                • Figure 67: Europe: Population, by age group, 2015
                                                                                                                                                                                                                                                                                • Figure 68: Europe: Population, by age group, 2020
                                                                                                                                                                                                                                                                              • GDP
                                                                                                                                                                                                                                                                                • Figure 69: Europe: GDP (current prices), 2012
                                                                                                                                                                                                                                                                                • Figure 70: Europe: Real-terms year-on-year growth in GDP, 2003-13
                                                                                                                                                                                                                                                                              • Consumer spending
                                                                                                                                                                                                                                                                                • Figure 71: Europe: Households’ consumer spending (current prices), 2012
                                                                                                                                                                                                                                                                                • Figure 72: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
                                                                                                                                                                                                                                                                              • Consumer prices
                                                                                                                                                                                                                                                                                • Figure 73: Europe: Harmonised index of consumer prices, annual % change, 2003-12
                                                                                                                                                                                                                                                                              • Unemployment
                                                                                                                                                                                                                                                                                • Figure 74: Europe: Average rate of unemployment, 2003-12
                                                                                                                                                                                                                                                                              • Interest rates
                                                                                                                                                                                                                                                                                • Figure 75: Europe: Central bank interest rates, 2008-13
                                                                                                                                                                                                                                                                              • Consumer confidence
                                                                                                                                                                                                                                                                                • Figure 76: Europe: Consumer confidence levels, July 2012-June 2013

                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                            E-Commerce - Germany - July 2013

                                                                                                                                                                                                                                                                            £795.00 (Excl.Tax)