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Online Retailing - Germany - July 2015

Mintel’s Online Retailing – Europe - July 2015 focuses on the five major economies in Europe, though we do also include estimates for 13 smaller, but important economies in the Executive Summary – the Market section. In total these countries account for around 95% of all European retail sales, excluding Russia. E-commerce is developing at different rates around Europe. Germany and the UK lead the way, but even in some of the major economies, notably Italy, it is still remarkably underdeveloped.

The report provides market size data and forecasts for 18 European countries, 2010-20, and includes profiles of 21 major online/multichannel retailers.

The five major economies are looked at in detail: the UK, Germany, France, Italy and Spain are each covered in separate country sections, which are also available for purchase as individual reports. These countries include extensive consumer research commissioned exclusively for our report(s).

In the German market, 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
  • Which retailers they had bought from
  • If they agreed with certain attitudinal statements

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Table of contents

  1. Introduction and Report Scope

    • Coverage
      • Consumer research
        • Market definition
          • Methodology
            • Financial definitions
              • VAT rates
                • Figure 1: Europe: VAT rates, 2010-15
              • Abbreviations
              • Executive Summary

                • The market environment
                  • Figure 2: Europe: Broadband penetration, 2014 (As % all households)
                  • Figure 3: Europe: Numbers saying they have bought online in the last year, 2014
                  • Figure 4: Europe: Devices used to shop online in last 12 months, May 2015
                • Market size and forecast
                  • Leading online retailers
                    • Figure 5: Germany: Leading online retailers, market shares, 2014
                  • The consumer: Shopping online by device used
                    • The consumer: Where they shop online
                      • Figure 6: Germany: Websites used for online shopping in the last 12 months, May 2015
                    • The consumer: Online shopping habits and attitudes
                      • Figure 7: Germany: The consumer: Attitudes to online shopping, % agreeing, May 2015
                    • What we think
                    • Issues and Insights

                      • Is it time for an online food market to develop in Germany?
                        • The facts
                          • The implications
                            • Pureplayers – multichannel – where next?
                              • The facts
                                • The implications
                                • The Market Environment

                                  • Key points
                                    • Broadband connections reach 87% of households
                                      • Figure 8: Europe: Broadband penetration, 2014 (As % all households)
                                      • Figure 9: Germany: Broadband penetration, 2007-14 (As % all households)
                                    • Device access
                                      • Figure 10: Europe: Technology products personally owned, January 2015
                                      • Figure 11: Europe: Devices used to access the internet in the last three months, January 2015
                                    • Online shopping levels: 82% have bought online
                                      • Figure 12: Europe: Numbers saying they have bought online in the last year, 2014
                                      • Figure 13: Germany: Devices used to shop online in last 12 months, May 2015
                                      • Figure 14: Europe: Devices used to shop online in last 12 months, May 2015
                                      • Figure 15: Europe: Numbers saying they have bought online in the last year, 2014
                                      • Figure 16: Germany: Numbers saying they have bought online in the last year, 2007-14
                                    • Online shopping: what they bought
                                      • Figure 17: Germany: Products bought online, 2014
                                  • Market Size and Forecast

                                    • Key points
                                      • 2014 economic growth
                                        • Online still vibrant, but growth slightly slowing
                                            • Figure 18: Germany: Online sales (incl. Vat), 2010-2014
                                            • Figure 19: Germany: Forecast online sales, 2015-20
                                          • Segmentation
                                            • Figure 20: Germany: Online sales by type of retailer, 2014
                                            • Figure 21: Germany: Online sales by category, 2014
                                          • Electricals
                                            • Clothing & footwear
                                              • Food/grocery
                                                • DIY
                                                • Leading Online Retailers

                                                  • Key points
                                                    • Amazon leads
                                                      • Zalando
                                                        • Media Saturn waking up
                                                          • Online food retailers
                                                              • Figure 22: Germany: Leading grocers’ online offers, July 2015
                                                            • Leading retailers by sales
                                                              • Figure 23: Germany: Leading online retailers by sales (excl, VAT) (part estimated), 2012-2014
                                                            • Leading retail sites by visitor numbers
                                                              • Figure 24: Germany – Leading retail websites, by visitor numbers, September 2014
                                                          • Leading Online Retailers – Market Shares

                                                              • Figure 25: Germany: Leading online retailers, market shares, 2014
                                                          • The Consumer – Shopping Online by Device Used

                                                            • Key points
                                                              • What we asked
                                                                • Laptops and PCs most popular
                                                                    • Figure 26: Germany: The consumer: Devices used to shop online in last 12 months, May 2015
                                                                  • Men more likely to shop online and to use mobile devices
                                                                    • Figure 27: Germany: The consumer: Devices used to buy products online in the last 12 months by gender, May 2015
                                                                  • Younger people use mobile devices most
                                                                      • Figure 28: Germany: The consumer: Devices used to buy products online in the last 12 months by age, May 2015
                                                                      • Figure 29: Germany: The consumer: Profile of online buyers by device used, May 2015
                                                                  • The Consumer – Where They Buy Online

                                                                    • Key points
                                                                      • What we asked
                                                                        • Amazon leads
                                                                            • Figure 30: Germany: Websites used for online shopping in the last 12 months, May 2015
                                                                            • Figure 31: Germany: Websites used for online shopping in the last 12 months, by gender, May 2015
                                                                            • Figure 32: Germany: The consumer: Leading online retailers: profile of shoppers, May 2015
                                                                        • The Consumer – Online Shopping Habits and Attitudes

                                                                          • Key points
                                                                            • What we asked
                                                                                • Figure 33: Germany: The consumer: Attitudes to online shopping, % agreeing, May 2015
                                                                                • Figure 34: Germany: The consumer: Attitudes to online shopping: profile of shoppers, May 2015
                                                                            • Amazon.com

                                                                                • What we think
                                                                                  • Strategy
                                                                                    • Profitability
                                                                                      • Making the most of online
                                                                                        • Company background
                                                                                          • Company performance
                                                                                              • Figure 35: Amazon.com Inc: Group financial performance, 2010-14
                                                                                            • Retail offering
                                                                                              • Figure 36: Amazon UK: Estimated sales mix, 2014
                                                                                              • Figure 37: Amazon: Product mix by item count, 2015
                                                                                          • Media Markt/Saturn

                                                                                              • What we think
                                                                                                • Catching up on e-commerce
                                                                                                  • Dominant in Germany
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                          • Figure 38: Media Markt/Saturn: Group financial performance, 2009/10-2013/14
                                                                                                          • Figure 39: Media Markt/Saturn: Outlet data, 2009/10-2013/14
                                                                                                        • Retail offering
                                                                                                        • Otto Group (Multichannel Retail)

                                                                                                            • What we think
                                                                                                              • Innovation at its core
                                                                                                                • Transformation of 3SI
                                                                                                                  • Russian troubles
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 40: Otto Group (multichannel retail): Group sales performance 2010/11-2014/15
                                                                                                                      • Retail offering
                                                                                                                        • Figure 41: Otto group main brands, June 2015
                                                                                                                    • Zalando

                                                                                                                        • What we think
                                                                                                                          • Successful IPO
                                                                                                                            • Technology at its heart
                                                                                                                              • Underwhelming expansion in the UK
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 42: Zalando: Group financial performance, 2010-14
                                                                                                                                  • Q1 2015 results
                                                                                                                                    • Retail offering

                                                                                                                                    Companies Covered

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

                                                                                                                                    Online Retailing - Germany - July 2015

                                                                                                                                    £995.00 (Excl.Tax)