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Online Retailing - Germany - July 2019

Covered in this report

This report is designed to give an overview of the German online retail market. It looks at the market including forecasts for future developments, provides in-depth consumer analysis using our own data and has a section on the key players in the market including our company profiles.

For our consumer research this year we asked questions on the following topics:

  • Which products consumers have bought online in the last 12 months
  • The retailers used for online shopping in the last 12 months
  • Typical behaviours when shopping online
  • Membership of Amazon Prime

“Germany has traditionally been a key driver of the growth in value of the European online retailing industry but in the past year or so its performance has started to soften relative to the other main European markets. There are many reasons for this but we feel that lower than average levels of smartphone ownership, in particular, are beginning to hold back market growth when companies should increasingly be shifting their focus – as they have in other country markets – to a ‘mobile-first’ strategy.”
– Michael Oliver, Senior Retail Analyst

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Table of contents

  1. Overview

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

          • The market
            • The economy
              • Online sales
                • Figure 1: Germany: online sales (incl. VAT), 2014-24
              • Segmentation/what they buy online
                • Figure 2: Germany: estimated online sales by product category, 2018
              • Market drivers
                • Broadband access
                  • Figure 3: Germany: broadband penetration as % of all households, 2011-18
                • Device ownership
                  • Figure 4: Germany: technology products personally owned, Q4 2018
                • Online shopping
                  • Figure 5: Germany: percentage saying they have bought products online in the last year, 2009-18
                • Companies and brands
                  • Leading players
                    • Market shares
                      • Figure 6: Germany: leading online retailers’ estimated shares of all online sales, 2018
                    • The consumer
                      • What they buy online
                        • Figure 7: Germany: products bought online in last 12 months, June 2019
                      • Where they shop online
                        • Figure 8: Germany: retailers purchased from online in the last 12 months, June 2019
                      • Online shopping behaviours
                        • Figure 9: Germany: online shopping behaviours, June 2019
                      • Membership of Amazon Prime
                        • Figure 10: Germany: membership of Amazon Prime, June 2019
                      • What we think
                      • Issues and Insights

                        • How can German online retailers boost m-commerce sales?
                          • The facts
                            • The implications
                              • How can Amazon’s rivals increase customer loyalty?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • German economy is underperforming
                                      • Double-digit growth for third successive year in 2018
                                        • Clothing still most popular online purchase
                                          • German consumers switching from fixed to mobile internet
                                            • Germans lag behind with device ownership
                                              • Proportion of Germans shopping online grows again
                                              • Market Size

                                                • The economy
                                                  • Figure 11: Germany: GDP compared with other major European nations, 2018
                                                  • Figure 12: Germany: GDP annual growth trends, 2014-18
                                                • Online sales and forecasts
                                                  • Figure 13: Germany: online sales (incl. VAT), 2014-19
                                                  • Figure 14: Germany: forecast online sales, 2019-24
                                                • Segmentation/what they buy online
                                                  • Figure 15: Germany: percentage saying they have bought online in the last year, by product category, 2018
                                                  • Figure 16: Germany: products bought online in the last 12 months, June 2019
                                                  • Figure 17: Germany: estimated online sales by product category, 2018
                                                  • Figure 18: Germany: estimated online share of sales, by selected sector, 2018
                                                • Market drivers
                                                  • Broadband access
                                                    • Figure 19: Germany: broadband penetration as % all households, 2011-18
                                                  • Device ownership
                                                    • Figure 20: Germany: technology products personally owned, Q4 2018
                                                  • Online shopping
                                                    • Figure 21: Germany: percentage saying they have bought online in the last year, 2009-18
                                                • Companies and Brands – What You Need to Know

                                                  • Amazon success driven by innovation
                                                    • Otto is the biggest domestic player
                                                      • Germany still key for Zalando
                                                        • Amazon has dominant market share
                                                        • Leading Players

                                                          • Amazon marches on
                                                            • eBay continues to grow but competition intensifies
                                                              • Otto’s growth continues
                                                                • Germany still at the heart of Zalando’s business
                                                                  • Ceconomy underperforms in Germany but online still growing
                                                                    • Notebooksbilliger announces, then drops, merger plans
                                                                      • Cyberport growth boosted by acquisition
                                                                        • Tchibo
                                                                          • Conrad trials experiential/inspirational store as online complement
                                                                            • Figure 22: Germany: leading online retailers, sales, 2016-18
                                                                        • Market Shares

                                                                            • Figure 23: Germany: leading online retailers’ estimated shares of all online sales, 2016-18
                                                                        • The Consumer – What You Need to Know

                                                                          • More than nine in ten have bought online in the past year
                                                                            • Six in ten have bought fashion items online in the past year
                                                                              • Germans twice as likely to buy online from pureplay as store-based retailer
                                                                                • Price still the major motivator for shopping online
                                                                                  • Prime membership is still low compared to other countries
                                                                                  • Who Shops Online

                                                                                      • Figure 24: Germany: proportion of internet users who have shopped online, 2015-19
                                                                                  • What They Buy Online

                                                                                    • Six in ten have bought fashion items online in the past year
                                                                                      • Figure 25: Germany: products bought online in last 12 months, June 2019
                                                                                  • Where They Shop Online

                                                                                    • Germans twice as likely to buy online from pureplay as store-based retailer
                                                                                      • Figure 26: Germany: type of retailer bought from online in past 12 months, store-based vs pureplayers, June 2019
                                                                                      • Figure 27: Germany: retailers purchased from online in the last 12 months, June 2019
                                                                                      • Figure 28: Germany: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
                                                                                    • Profile of shoppers by retailers used
                                                                                      • Figure 29: Germany: profile of shoppers by retailer purchased from online in last 12 months, June 2019
                                                                                    • Where they shop and what they bought
                                                                                      • Amazon
                                                                                        • Figure 30: Germany: Amazon, relative strength by product, June 2019
                                                                                      • eBay
                                                                                        • Figure 31: Germany: eBay, relative strength by product, June 2019
                                                                                      • Otto Group
                                                                                        • Figure 32: Germany: Otto/Bonprix/Baur/Heinrich Heine, relative strength by product, June 2019
                                                                                      • MediaMarkt/Saturn
                                                                                        • Figure 33: Germany: MediaMarkt/Saturn, relative strength by product, June 2019
                                                                                      • Online competitors
                                                                                        • Figure 34: Germany: leading online retailers – Top five other retailers shopped at in past 12 months, June 2019
                                                                                    • Online Shopping Behaviours

                                                                                      • Price still the major motivator for shopping online
                                                                                        • Figure 35: Germany: online shopping behaviours, June 2019
                                                                                      • Online shopping behaviours by products bought online
                                                                                        • Research behaviour
                                                                                          • Figure 36: Germany: research carried out when shopping online, by products bought online in last 12 months, June 2019
                                                                                        • Search behaviour
                                                                                          • Figure 37: Germany: sources used to search for products/inspiration when shopping online, by products bought online in past 12 months, June 2019
                                                                                      • Membership of Amazon Prime

                                                                                        • Prime membership is still low compared to other countries
                                                                                          • Figure 38: Germany: membership of Amazon Prime, June 2019
                                                                                        • Trends in Amazon Prime membership
                                                                                          • Figure 39: Germany: trends in membership of Amazon Prime, 2017-19
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Abbreviations
                                                                                          • Data sources
                                                                                          • Amazon

                                                                                              • What we think
                                                                                                • Amazon: A Shopper’s Perspective – UK, January 2019
                                                                                                  • Amazon in Europe
                                                                                                    • How has it done it?
                                                                                                      • Marketplace development
                                                                                                        • Amazon Prime
                                                                                                          • Dynamism
                                                                                                            • Stores and online
                                                                                                              • Food retailing
                                                                                                                • Where next?
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 40: Amazon: consolidated sales by activity, 2018
                                                                                                                    • Mintel estimates
                                                                                                                      • GTV vs consolidated sales
                                                                                                                        • Recent performance
                                                                                                                          • Figure 41: Amazon Group: group financial performance, 2014-18
                                                                                                                          • Figure 42: Amazon International: estimated retail sales performance, 2015-18
                                                                                                                        • Retail offering
                                                                                                                          • Consumer profile
                                                                                                                            • Product mix
                                                                                                                              • Figure 43: Amazon UK: estimated sales by product, 2017
                                                                                                                            • Marketing
                                                                                                                            • eBay

                                                                                                                                • What we think
                                                                                                                                  • Marketplace
                                                                                                                                    • What eBay adds
                                                                                                                                      • Is eBay mature?
                                                                                                                                        • Where next?
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Figure 44: eBay: group financial performance, 2014-18
                                                                                                                                              • Figure 45: eBay: Group revenue by stream, 2018
                                                                                                                                              • Figure 46: eBay: group Gross Merchandise Volume, 2014-18
                                                                                                                                            • Retail offering
                                                                                                                                            • Otto Group (Multichannel Retail)

                                                                                                                                                • What we think
                                                                                                                                                  • Time-saving and convenient automated shopping experiences
                                                                                                                                                    • Faster delivery with new instant payment system
                                                                                                                                                      • Experimental store concept combining the advantages of bricks-and-mortar retailing with those of online shopping
                                                                                                                                                        • Raising awareness of sustainability and eco-friendly credentials
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 47: Otto Group (Multichannel Retail): group sales performance, 2014/15-2018/19
                                                                                                                                                              • Figure 48: Otto Group: major brands within the Multichannel Retail segment, 2018/19
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Zalando

                                                                                                                                                                • What we think
                                                                                                                                                                  • Direct delivery of goods through partnered stores
                                                                                                                                                                    • Expansion of loyalty scheme to strengthen relationship with customers
                                                                                                                                                                      • Virtual stylist to aid customers through the decision making process
                                                                                                                                                                        • Charging delivery fees to offset falling average order size and higher fulfilment costs
                                                                                                                                                                          • Combatting ‘wardrobing’
                                                                                                                                                                            • Eyeing growth through beauty
                                                                                                                                                                              • In-home delivery service
                                                                                                                                                                                • Tackling the problem of packaging waste
                                                                                                                                                                                  • Company background
                                                                                                                                                                                    • Company performance
                                                                                                                                                                                      • Figure 49: Zalando: group financial performance, 2014-18
                                                                                                                                                                                      • Figure 50: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                    • Retail offering

                                                                                                                                                                                    Online Retailing - Germany - July 2019

                                                                                                                                                                                    £995.00 (Excl.Tax)