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Online Retailing - Germany - July 2016

“E-commerce is highly developed in Germany with almost 11% of all retail sales coming online. But it has developed unevenly with online sales accounting for just 0.3% of grocery retailer’s sales. The entry into the online food space of Amazon in June 2016 could prove to be the catalyst to change. But ingrained consumer shopping habits will need to change and that may take time, not to mention a significant level of investment.”

– Thomas Slide, Retail Analyst

This report looks at the following areas:

  • Is online food retailing finally gaining traction?
  • Is faster delivery really what consumers want?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market environment
            • Broadband access
              • Device ownership and internet access
                • Online shopping
                  • Online sector size and forecast
                    • Leading players
                      • Key metrics
                        • Market shares
                          • Figure 1: Germany: Leading online retailers, market shares, 2015
                        • The consumer
                          • How they shop online
                            • Figure 2: Germany: How they shop online, May 2015/May 2016
                          • Where they shop online
                            • Figure 3: Germany: Where they shop online, May 2016
                          • Attitudes to shopping online
                            • Figure 4: Germany: Online shopping habits and attitudes, May 2016
                          • What we think
                          • Issues and Insights

                            • Is online food retailing finally gaining traction?
                              • The facts
                                • The implications
                                  • Is faster delivery really what consumers want?
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Broadband access nearing 90%
                                          • Smartphone ownership is high
                                            • Smartphones remained underused for shopping
                                              • Clothing most commonly purchased
                                              • Market drivers

                                                • Broadband access
                                                  • Figure 5: Europe: Broadband penetration, 2015 (as a % of all households)
                                                  • Figure 6: Germany: Broadband penetration, 2010-15 (as a % of all households)
                                                • Device ownership and internet access
                                                  • Figure 7: Germany: Technology products personally owned, Q1 2016
                                                  • Figure 8: Germany: Device used to access the internet in the last 3 months, Q1 2016
                                                  • Figure 9: Germany: Devices used to access the internet in the last 3 months, by age group, March 2016
                                                • Online shopping
                                                  • Figure 10: Germany: Devices used to shop online in the last 12 months, April 2016
                                                  • Figure 11: Germany: Proportion saying they have shopped online in the last year, 2010-15
                                                • Online shopping: What they buy
                                                  • Figure 12: Germany: Products bought online in the last 12 months, 2010 and 2015
                                              • Sector Size and Forecast

                                                • Online sales
                                                  • Figure 13: Germany: Online sales (incl. VAT), 2011-15
                                                  • Figure 14: Germany: Online sales forecast (incl. VAT), 2016-21
                                                • Segmentation
                                                  • Figure 15: Germany: Online sales by category, incl. VAT, 2015
                                              • Leading Players – What You Need to Know

                                                • Pureplays dominate…
                                                  • ...led by Amazon
                                                    • Marketplaces
                                                    • Leading Players

                                                      • Pureplays dominate German e-commerce
                                                        • Amazon extends its dominance
                                                          • Otto.de celebrates its birthday
                                                            • Zalando growth maintained
                                                              • Media-Saturn leads on multichannel
                                                                • Marketplaces
                                                                  • Figure 16: Germany: Leading online retailers sales, 2013-15
                                                              • Market Shares

                                                                  • Figure 17: Germany: Leading retailers online, market shares, 2013-15
                                                              • The Consumer – What You Need to Know

                                                                • Smartphones growing in importance
                                                                  • Amazon dominates, Media Saturn grows
                                                                    • Security vs efficiency
                                                                    • How they shop online

                                                                      • PC/Laptops continue to dominate
                                                                        • Figure 18: Germany: How they shop online, May 2016
                                                                      • Smartphones grow in importance
                                                                        • Figure 19: Germany: How they shop online, May 2015/May 2016
                                                                      • Men more likely to go mobile
                                                                        • Figure 20: Germany: How they shop online, by gender, May 2016
                                                                      • Smartphones favoured by the young
                                                                        • Figure 21: Germany: How they shop online, by age and average income, May 2016
                                                                      • Broad appeal of PCs and laptops
                                                                        • Figure 22: Germany: Online shoppers using a PC/laptop, by age, May 2016
                                                                    • Where they shop online

                                                                      • Amazon in the lead
                                                                        • Pureplays dominate e-commerce
                                                                          • Figure 23: Germany: Where they shop online, May 2016
                                                                        • Media Saturn reaches new consumers
                                                                          • Figure 24: Germany: Where they shop online compared to last year, May 2015/May 2016
                                                                        • Amazon’s appeal extends across the board
                                                                          • Figure 25: Germany: Where they shop online, by age and affluence, May 2016
                                                                      • Attitudes to Shopping Online

                                                                        • Security concerns dominate
                                                                          • Figure 26: Germany: Online shopping habits and attitudes, May 2016
                                                                        • Unconvinced by Click & Collect
                                                                          • Figure 27: Germany: Usage of and attitudes towards grocery purchasing services: Click & Collect, Q1 2016
                                                                        • Older women most concerned about security
                                                                          • Figure 28: Germany: Online shopping habits and attitudes, by age and gender, May 2016
                                                                        • Young more willing to pay for speed
                                                                            • Figure 29: Germany: Online shopping habits and attitudes, by age and gender, May 2016
                                                                          • Affluence dictates attitudes
                                                                              • Figure 30: Germany: Online shopping habits and attitudes, by gender, May 2016
                                                                          • Appendix: Data sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • Amazon.com

                                                                                  • What we think
                                                                                    • Marketplace
                                                                                      • AWS
                                                                                        • Prime
                                                                                          • Food
                                                                                            • Where next?
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                  • Figure 31: Amazon.com Inc: Group financial performance, 2010/11-2014/15
                                                                                                • Retail offering
                                                                                                • eBay

                                                                                                    • What we think
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                          • Figure 32: eBay Inc.: Group financial performance, 2013-15
                                                                                                      • Media-Saturn

                                                                                                          • What we think
                                                                                                            • Loyalty brings everything together
                                                                                                              • Investing in international multichannel
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                    • Figure 33: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
                                                                                                                    • Figure 34: Media Markt/Saturn: Outlet data, 2010/11-2014/15
                                                                                                                  • Retail offering
                                                                                                                  • Otto Group (Multichannel Retail)

                                                                                                                      • What we think
                                                                                                                        • 20 years of Otto.de
                                                                                                                          • Figure 35: Otto.de 20th birthday promotions, 2015
                                                                                                                        • Implementing a new IT system
                                                                                                                          • Streamlining the portfolio
                                                                                                                            • Kulturwandel strategy introduced
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                  • Figure 36: Otto Group (Multichannel Retail): Group financial performance, 2011/12-2015/16
                                                                                                                                • Retail offering
                                                                                                                                  • Figure 37: Otto Group main brands, June 2016
                                                                                                                              • Zalando

                                                                                                                                  • What we think
                                                                                                                                    • Same-day deliveries and possible Uber tie-up to speed up order dispatch times
                                                                                                                                      • Wide range of global and local brands
                                                                                                                                        • More personalised shopping experiences
                                                                                                                                          • Among the first fashion e-tailers to accept Apple Pay
                                                                                                                                            • Mobile and app development driving web traffic
                                                                                                                                              • Integrating the online and offline shopping experience
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 38: Zalando: Group financial performance, 2011-15
                                                                                                                                                  • Retail offering

                                                                                                                                                  Companies Covered

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

                                                                                                                                                  Online Retailing - Germany - July 2016

                                                                                                                                                  US $1,333.00 (Excl.Tax)