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E-Commerce - Germany - July 2014

Mintel commissioned extensive consumer research in the UK, Germany, France, Italy and Spain.

In each of these markets, we asked a representative sample of internet users:

  • Which devices (laptop/desktop, tablet or smartphone) respondents had used to buy products online in the last 12 months, and whether they used them at home or out of the home;

  • Which product categories respondents had bought online in the last 12 months, and whether they did so using a laptop/desktop computer, a smartphone or a tablet;

  • Which factors or innovations would most improve the online shopping experience for them.

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Table of contents

  1. Introduction and Report Scope

    • 19 country coverage
      • Our consumer research
        • Market definition
          • Financial definitions
            • VAT rates
              • Figure 1: VAT rates, 2010-14
            • Abbreviations
            • Executive summary

              • The market environment
                • Market size and forecast
                  • The leading online retailers
                    • The consumer: Shopping online by device used
                      • The consumer: What they buy online
                        • The consumer: What would improve online shopping
                          • What we think
                          • The Market Environment

                            • Key points
                              • Online activities: 93% buy online
                                • Device ownership: Tablet ownership reaches 35%
                                  • Figure 2: Germany – Technology products in household, February 2014
                                • Broadband connections reach 85% of households
                                  • Figure 3: Germany – Percentage of households with a broadband internet connection, 2009-13
                                • Modest strengthening of retail sales
                                  • Figure 4: Germany – Annual growth in all retail sales, 2012-15
                              • Market Size and Forecast

                                • Key points
                                  • Online set to take 10% of retail
                                    • Sustained strong growth
                                      • Figure 5: Germany – Online retail sales (incl. VAT), 2009-14
                                      • Figure 6: Germany – Online retail sales forecasts (incl. VAT), 2014-19
                                    • Segmentation by major categories
                                        • Figure 7: Germany – Online retail sales, segmentation by major categories, in % terms, 2013
                                        • Figure 8: Germany – Estimated online retail sales, by major categories, 2013
                                    • Leading Online Retailers

                                      • Key points
                                        • Pureplays are strong
                                            • Figure 9: Germany – Leading online retailers: net internet sales, 2012 and 2013
                                          • Percentage of sales generated online: Rewe Group trailing
                                              • Figure 10: Germany – Leading online retailers: proportion of total sales generated online, 2013
                                            • Store-based retailers slow to move online
                                              • Recent developments
                                                • Leading retail sites by visitor numbers
                                                  • Figure 11: Germany – Leading retail websites, by visitor numbers, February 2014
                                              • Leading Online Retailers – Market Shares

                                                  • Figure 12: Germany: Leading online retailers: shares of all internet retail sales, 2012/13
                                              • The Consumer – Shopping Online by Device

                                                • Key points
                                                  • What we asked
                                                    • 38% buy via a mobile device
                                                        • Figure 13: Germany – The consumer: Devices used to buy products online in the last 12 months, April 2014
                                                      • How mobile is mobile?
                                                          • Figure 14: Germany – The consumer: Devices used to buy products online in the last 12 months, by location used, April 2014
                                                        • No surprise – mobile shoppers are younger and more affluent
                                                          • Figure 15: Germany – The consumer: Devices used to buy products online in the last 12 months, by location used, April 2014
                                                      • The Consumer – What They Buy Online

                                                        • Key points
                                                          • What we asked
                                                            • Clothing and footwear lead
                                                                • Figure 16: Germany – The consumer: Items bought online in the last 12 months, April 2014
                                                                • Figure 17: Germany – The consumer: Items bought online in the last 12 months, by device used to shop, April 2014
                                                              • By average age and affluence
                                                                  • Figure 18: Germany – The consumer: Items bought online in the last 12 months, by average age/affluence, April 2014
                                                                • Grocery in context
                                                                  • Figure 19: Europe – The consumer: Proportion buying food/drink online in the last 12 months, April 2014/May 2014 (UK)
                                                              • The Consumer – What Would Improve Online Shopping

                                                                • Key points
                                                                  • What we asked
                                                                    • Delivery issues prominent
                                                                        • Figure 20: Germany – The consumer: Factors likely to improve the online shopping experience, April 2014
                                                                        • Figure 21: Germany – The consumer: Factors likely to improve the online shopping experience, April 2014
                                                                      • What they want, crossed by what they buy
                                                                          • Figure 22: Germany – The consumer: Factors likely to improve the online shopping experience, by what they have bought online in the past 12 months, April 2014
                                                                        • What they want, crossed by devices used to shop online
                                                                            • Figure 23: Germany – The consumer: Factors likely to improve the online shopping experience, by devices used to shop online in the past 12 months, April 2014
                                                                        • Amazon Europe

                                                                            • What we think
                                                                              • Company background
                                                                                • Company performance
                                                                                    • Figure 24: Amazon.com Inc: Group financial performance, 2009-13
                                                                                  • Sales mix
                                                                                    • Figure 25: Amazon Europe: Estimated composition of sales, 2013
                                                                                  • Mintel’s consumer research
                                                                                      • Figure 26: The consumer: Percentage that bought electrical goods from Amazon in the past year, January 2014
                                                                                      • Figure 27: The consumer: Percentage that bought clothing from Amazon in the past year, August 2013
                                                                                    • Retail offering
                                                                                      • Figure 28: Number of SKUs listed on Amazon.co.uk, May 2014
                                                                                  • eBay Inc.

                                                                                      • What we think
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 29: eBay Inc.: Group financial performance, 2009-13
                                                                                            • Figure 30: International sales as % of eBay Inc’s total net revenues (a) / gross merchandise volumes (b)
                                                                                            • Figure 31: eBay Marketplaces segment: number of active users, 2009-13
                                                                                          • Retail offering
                                                                                            • Figure 32: Number of SKUs listed on eBay.co.uk, April 2014
                                                                                        • Media-Saturn Group (Media Markt/Saturn/Redcoon)

                                                                                            • What we think
                                                                                                • Figure 33: Germany – The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                    • Figure 34: Media-Saturn Group: Group financial performance, 2008/09-2012/13
                                                                                                    • Figure 35: Media-Saturn Group: Outlet data, 2008/09-2012/13
                                                                                                  • Retail offering
                                                                                                  • Otto Group (Multichannel Retail)

                                                                                                      • What we think
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 36: Otto Group (Multichannel Retail): Group financial performance, 2009-10 and 2013-14
                                                                                                          • Retail offering
                                                                                                            • Figure 37: Otto group: Main European brands, June 2014
                                                                                                        • Rakuten Ichiba

                                                                                                            • What we think
                                                                                                              • Company background
                                                                                                                • Company performance
                                                                                                                    • Figure 38: Rakuten: Gross merchandise sales, 2009-13
                                                                                                                    • Figure 39: Rakuten: Consolidated operating results by division, 2012-13
                                                                                                                • Zalando

                                                                                                                    • What we think
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                            • Figure 40: Zalando: Group financial performance, 2010-13
                                                                                                                          • Retail offering
                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                            • Online
                                                                                                                              • Figure 41: Europe – Percentage of households with a broadband internet connection, by country, 2009-13
                                                                                                                              • Figure 42: Europe – Percentage of all individuals accessing the internet daily, 2009-13
                                                                                                                            • Consumer confidence
                                                                                                                              • Figure 43: Europe – Consumer confidence levels, July 2013-June 2014
                                                                                                                            • Population
                                                                                                                              • Figure 44: Europe: Population, total and by age group, 2010
                                                                                                                              • Figure 45: Europe: Forecast population, total and by age group, 2015
                                                                                                                              • Figure 46: Europe: Forecast population, total and by age group, 2015
                                                                                                                            • Gross domestic product
                                                                                                                              • Figure 47: Europe – Gross domestic product, at current prices, 2012 and 2013
                                                                                                                              • Figure 48: Europe – Real-terms year-on-year GDP growth, 2009-13
                                                                                                                            • Consumer spending
                                                                                                                              • Figure 49: Europe – Consumer spending, at current prices, 2012 and 2013
                                                                                                                              • Figure 50: Europe – Real-terms year-on-year growth in consumer spending, 2009-13
                                                                                                                            • Inflation
                                                                                                                              • Figure 51: Europe – Harmonised indices of consumer prices – annual % change, all items, 2009-13
                                                                                                                            • Interest rates
                                                                                                                              • Figure 52: Europe – Central bank interest rates, 2009-13
                                                                                                                          • Appendix – The Consumer – Germany

                                                                                                                              • Figure 53: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Mobile total, Germany, April 2014
                                                                                                                              • Figure 54: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Smartphone, Germany, April 2014
                                                                                                                              • Figure 55: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Tablet, Germany, April 2014
                                                                                                                              • Figure 56: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Laptop/desktop computer, Germany, April 2014
                                                                                                                              • Figure 57: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Any device, Germany, April 2014
                                                                                                                              • Figure 58: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Any device, Germany, April 2014
                                                                                                                              • Figure 59: Factors likely to improve the online shopping experience, by other items bought online in the last 12 months – Any device, Germany, April 2014
                                                                                                                              • Figure 60: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
                                                                                                                              • Figure 61: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
                                                                                                                              • Figure 62: Factors likely to improve the online shopping experience, by other items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
                                                                                                                              • Figure 63: Factors likely to improve the online shopping experience, by items bought online in the last 12 months – Using smartphone device, Germany, April 2014
                                                                                                                              • Figure 64: Devices used to buy products online in the last 12 months – Mobile total, by demographics, Germany, April 2014
                                                                                                                              • Figure 65: Devices used to buy products online in the last 12 months – Smartphone, by demographics, Germany, April 2014
                                                                                                                              • Figure 66: Devices used to buy products online in the last 12 months – Tablet, by demographics, Germany, April 2014
                                                                                                                              • Figure 67: Devices used to buy products online in the last 12 months – Laptop/desktop computer, by demographics, Germany, April 2014
                                                                                                                              • Figure 68: Most popular items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
                                                                                                                              • Figure 69: Next most popular items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
                                                                                                                              • Figure 70: Other items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
                                                                                                                              • Figure 71: Most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
                                                                                                                              • Figure 72: Next most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
                                                                                                                              • Figure 73: Other items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
                                                                                                                              • Figure 74: Most popular items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
                                                                                                                              • Figure 75: Next most popular items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
                                                                                                                              • Figure 76: Other items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
                                                                                                                              • Figure 77: Most popular factors likely to improve the online shopping experience, by demographics, Germany, April 2014
                                                                                                                              • Figure 78: Next most popular factors likely to improve the online shopping experience, by demographics, Germany, April 2014
                                                                                                                              • Figure 79: Other factors likely to improve the online shopping experience, by demographics, Germany, April 2014

                                                                                                                          Companies Covered

                                                                                                                          • Amazon.co.uk
                                                                                                                          • Argos

                                                                                                                          E-Commerce - Germany - July 2014

                                                                                                                          £1,285.00 (Excl.Tax)