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Home Shopping - Germany - July 2012

This report series covers the home shopping market in the 19 leading economies of Europe, five of these in depth: the UK, France, Germany, Italy, and Spain. The other 14 countries are covered in brief in our European Home Shopping Market section.

In total these 19 countries account for around 95% of all European retail sales, excluding Russia. The remaining ten countries are either too small (e.g. Luxembourg) or are not sufficiently well developed to warrant detailed coverage (e.g. Romania and Bulgaria). Many of the developing countries plus Russia and Turkey are covered in Mintel’s annual European Retail Handbook, as well as the Mintel report, Retailing in Emerging Markets – Europe, June 2011.

This data in its entirety is contained in the single copy 19-country report, which gives a full overview of home shopping in Europe. Single country reports are also available for the UK, France, Germany, Spain and Italy.

In the multichannel age, most retail sectors see a degree of home shopping. Thus, there are no definitive total home-shopping figures in the data published by the statistics office, typically the most comprehensive and reliable source of retail data.

The total home shopping market comprises three main elements:

  • Mail order – catalogue retailers (including online sales) and online pureplayers
  • Multichannel – online sales by store-based (multichannel) retailers
  • Direct selling and other smaller channels such as TV shopping and off-the-page adverts

For many European countries, there is official data for the first segment: as a legacy of catalogue shopping, European statistics offices typically publish data for the mail order sector, even if that sector has now expanded beyond catalogue operators to online pureplayers.

Our multichannel figures are estimates based on multiple sources, including statistics office figures, data from major retailers, figures from trade bodies, data on the proportion of consumers shopping online, information from trade sources, and Mintel analysts’ knowledge of national markets.

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Table of contents

  1. Executive Summary

    • Report Scope and Technical Notes

      • Coverage
        • Definitions
          • Abbreviations
            • Technical notes
              • Financial definitions
                • Currencies
                  • Country codes
                    • Figure 1: Country codes
                  • VAT
                      • Figure 2: Europe: Standard VAT rates, 2010-12
                  • The Consumer

                    • Online shopping activities
                      • Figure 3: Germany: Online shopping activities performed in the past three months, January 2012
                      • Figure 4: Germany: Means of access for online shopping in the past three months, January 2012
                    • Broadband access
                      • Figure 5: Germany: Percentage of households having broadband internet access, 2007-11
                      • Figure 6: Germany: Percentage of households having broadband internet access, by type of household, 2011
                      • Figure 7: Percentage of households having broadband internet access, selected countries, 2011
                    • E-commerce penetration levels
                      • Figure 8: Germany: Last online purchase of goods or services for personal use, percentage of all individuals, 2007-11
                      • Figure 9: Germany: Online purchases of goods or services for personal use in the past 12 months, selected categories, percentage of all individuals, 2010-11
                      • Figure 10: Percentage of all individuals purchasing goods or services for personal use in the past three months, selected countries, 2011
                  • Sector Size and Forecast

                    • Key points
                      • Economic context
                        • Total home shopping revenues
                          • Figure 11: Germany: Total home shopping retail sales, 2007-11
                          • Figure 12: Germany: Distribution of home shopping revenues, 2011
                          • Figure 13: Germany: Home shopping revenues as percentage of all retail sales (excl. automotive fuel), 2007-11
                        • Product mix
                            • Figure 14: Germany: Total home shopping revenues, major categories, 2011
                          • Home shopping specialists’ sales and forecasts
                            • Figure 15: Germany: Home shopping specialists’ sector sales, 2007-11
                            • Figure 16: Germany: Home shopping specialists’ sector sales forecasts, 2012-17
                        • Leading Home Shopping Specialists

                          • Key points
                            • The leading specialists by revenues
                              • Big-book leaders
                                • Conservative catalogue operators
                                  • Amazon
                                    • TV shopping
                                      • Figure 17: Germany: TV shopping market shares, 2011
                                    • Domestic pureplayers
                                      • Other pureplayers
                                        • Figure 18: Germany: Leading home shopping specialists, 2010/11-2011/12
                                      • Market shares
                                        • Figure 19: Germany: Leading home shopping specialists’ shares of total home shopping sales, 2011
                                      • The top 50 retail websites
                                        • Figure 20: Germany: Leading 50 retail websites, by number of unique visitors, April 2012
                                      • The top ten shopping comparison sites
                                        • Figure 21: Germany: Leading ten shopping comparison websites, by number of unique visitors, April 2012
                                    • Amazon Europe

                                        • Figure 22: Amazon.co.uk: Sales as share of All non-store retailers sales in UK, 2007-2011
                                        • Figure 23: Amazon Europe: Sales as share of All non-store retailers sales in Europe, 2007-2011
                                      • Strategic evaluation
                                        • Background
                                          • Company performance
                                            • Figure 24: Amazon Europe: Estimated financial performance, 2007-11
                                          • Retail offering
                                            • Consumer profile
                                              • Figure 25: Amazon: Socio demographic customer profile, May 2012
                                              • Figure 26: Amazon: Regional profile, May 2012
                                              • Figure 27: Amazon: Customers’ financial situation, May 2012
                                            • Product mix
                                              • Social networks, m-commerce and apps
                                              • Avon

                                                  • Figure 28: Avon Europe: Sales as share of non-store retailers’ sales in Europe, 2007-11
                                                  • Figure 29: Avon Cosmetics Ltd: Sales as share of all non-store retailers’ sales in UK, 2007-11
                                                • Strategic evaluation
                                                  • Background
                                                    • Company performance
                                                      • Figure 30: Avon Cosmetics Ltd: Financial performance, 2007-2011
                                                    • Retail offering
                                                      • Product mix
                                                        • Social networks, m-commerce and apps
                                                        • Bruno Bader

                                                            • Strategic evaluation
                                                              • Background
                                                                • Company performance
                                                                  • Retail offering
                                                                    • E-commerce
                                                                    • Neckermann

                                                                        • Figure 31: Neckermann: Total Sales as share of all non-store retailers sales in Europe, 2007-11
                                                                      • Strategic evaluation
                                                                        • Background
                                                                          • Company performance
                                                                            • Figure 32: Neckermann: Group financial performance, 2006-11
                                                                          • Retail offering
                                                                            • E-commerce
                                                                            • Otto Group (Multichannel Retail)

                                                                                • Strategic evaluation
                                                                                  • Multichannel, multi-fascia
                                                                                    • Online takes control…
                                                                                      • Figure 33: Otto Group (retail): Online revenues as % of all retail revenues, 2008/09-2011/12
                                                                                    • …prompting cutbacks elsewhere
                                                                                      • Germany continues to dominate
                                                                                        • Figure 34: Otto Group (retail): Breakdown of European retail revenues by region, 2009/10-2011/12
                                                                                      • Russia particularly strong
                                                                                        • Quelle acquisition and beyond
                                                                                          • From multichannel to multi-device
                                                                                            • Background
                                                                                              • Company performance
                                                                                                • Figure 35: Otto Group (Multichannel Retail): Group financial performance, 2007/08-2011/12
                                                                                              • Retail offering
                                                                                                • Figure 36: Otto Group: Main European brands, June 2012
                                                                                              • Social networks, m-commerce and apps
                                                                                              • QVC

                                                                                                  • Figure 37: QVC: Sales as share of all non-store retailers sales in Europe, 2007-11
                                                                                                  • Figure 38: QVC: Sales as share of all non-store retailers sales in Germany, 2007-11
                                                                                                • Strategic evaluation
                                                                                                  • Background
                                                                                                    • Company performance
                                                                                                        • Figure 39: QVC: Group financial performance, 2007-11
                                                                                                      • Retail offering
                                                                                                        • Social networks, m-commerce and apps
                                                                                                        • Vorwerk

                                                                                                            • Figure 40: Vorwerk: Sales as share of all non-food retailers sales in Europe, 2007-11
                                                                                                          • Strategic evaluation
                                                                                                            • Background
                                                                                                              • Figure 41: Vorwerk: Group divisions, 2012
                                                                                                            • Company performance
                                                                                                              • Figure 42: Vorwerk: Group sales performance, 2007-11
                                                                                                              • Figure 43: Vorwerk: Direct sales by operation, 2007-11
                                                                                                            • Retail offering
                                                                                                              • Figure 44: Vorwerk: Brands, 2012
                                                                                                              • Figure 45: Vorwerk: Principal direct selling operations in Europe
                                                                                                            • e-commerce
                                                                                                            • Appendix – Broader Market Environment

                                                                                                              • Population
                                                                                                                • Figure 46: Europe: Population, by age group, 2005
                                                                                                                • Figure 47: Europe: Population, by age group, 2010
                                                                                                                • Figure 48: Europe: Population, by age group, 2015
                                                                                                                • Figure 49: Europe: Population, by age group, 2020
                                                                                                              • GDP
                                                                                                                • Figure 50: Europe: GDP (current prices), 2011
                                                                                                                • Figure 51: Europe: GDP growth rates (current prices), 2001-11
                                                                                                                • Figure 52: Europe: GDP growth rates (constant prices), 2001-11
                                                                                                              • Consumer spending
                                                                                                                • Figure 53: Europe: Households’ consumer spending (current prices), 2011
                                                                                                                • Figure 54: Europe: Households’ consumer spending growth rates (current prices), 2001-11
                                                                                                                • Figure 55: Europe: Households’ consumer spending growth rates (constant prices), 2001-11
                                                                                                              • Consumer prices
                                                                                                                • Figure 56: Europe: Harmonised index of consumer prices, 2001-11
                                                                                                              • Unemployment
                                                                                                                • Figure 57: Europe: Average rate of unemployment, 2001-11
                                                                                                              • Interest rates
                                                                                                                • Figure 58: Europe: Interest rates, 2005-Q4 2011
                                                                                                              • Consumer confidence
                                                                                                                • Figure 59: Europe: Consumer confidence, Apr 2011-Mar 2012

                                                                                                            Companies Covered

                                                                                                            • Avon Cosmetics Ltd
                                                                                                            • Facebook, Inc.
                                                                                                            • Liz Earle
                                                                                                            • Twitter, Inc.

                                                                                                            Home Shopping - Germany - July 2012

                                                                                                            £795.00 (Excl.Tax)