Germany Online Retailing: Home Delivery, Collection and Returns Market Report 2023
The online channel has a strong value perception which drives demand, but online retailers Germany need to step up their sustainability efforts to cater to eco-conscious consumers. Dr. Carolin…

Germany Online Retailing: Home Delivery, Collection and Returns Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Online Retail: Home Delivery, Collection & Returns Market Report 2023. Our full report is packed with consumer-led market intelligence, ecommerce in Germany trends, and consumer behaviours affecting your industry. Get a 360° view of online retail Germany including the impact of the high cost of living on the ecommerce market in Germany and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the ecommerce market Germany.
  • The impact of the cost-of-living crisis on online purchases, deliveries and returns.
  • Online channel usage, products purchased, and preferred way of receiving online purchases.
  • Preferred mode of collecting online purchases.
  • Issues experienced when receiving, collecting and returning online purchases.
  • Interest in convenient GPS-based delivery and longer return periods.
  • Consumer behaviour and attitudes towards sustainable delivery methods.

An Overview of the Germany Ecommerce Market

Mintel’s market research shows that the cost of living crisis is forcing German consumers to readjust their spending behaviour. While the online channel continues to benefit from its value perception, squeezed incomes are challenging retailers who are reintroducing delivery and return fees.

Labour shortages will remain a substantial problem for the retail sector, but improvements in technology will enable retailers to increase efficiency, for example through innovative delivery methods.

The Ecommerce Market in Germany: What Consumers Want and Why

  • The Impact of Inflation: Although inflation will ease, financial pressures will continue to impact how consumers in Germany choose to spend their hard-earned money. Although only 29% of German online shoppers use click-and-collect services, a wider roll out of such services will become mainstream to avoid delivery and return fees. Long wait times and restricted collection hours are the main issues experienced, revealing the need to boost flexibility and speed.
  • Sustainability in the Ecommerce Market Germany: Click-and-collect services also appeal to eco-conscious consumers, as it’s a more sustainable alternative compared to last-mile deliveries. 60% of Gen Z prefer ordering from retailers offering sustainable delivery options, stressing the need to reduce the carbon footprint of deliveries. Consequently, eco-conscious consumers and legislative regulations will demand online retailers to move towards more sustainable delivery, as well as packaging.

To learn how to connect with your audience, purchase our Germany Online Retail: Home Delivery, Collection and Returns Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Amazon, Otto, Zalando, Mediamarkt, Saturn, IKEA, ebay, DHL, DPD, John Lewis, Keepoala, Loop, ReturnGO, Deichmann, Best Secret, CargoCycle, H&M, REWE, Liefergrün, RePack, M&S, ABOUT YOU, Vodafone, Riese & Müller, YouTube, Zara Uniqlo, and many more.

Products: Clothing, footwear, accessories, toiletries, fragrances, cosmetics, food & drink, books, CDs, DVDs, video games, consumer electronics (TV, mobile phones), household electrical appliances (iron, washing machine), toys, games, music/video/game downloads, ebooks, furniture/home furnishings, DIY & garden products, jewellery, watches, and more.


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Expert Analysis from an Industry Specialist

This report, written by Dr. Carolin Siepmann, Research Analyst, delivers in-depth commentary and analysis to highlight current online retail Germany trends and add expert context to the numbers.

The online channel has a strong value perception which drives demand, but online retailers Germany need to step up their sustainability efforts to cater to eco-conscious consumers.

Dr. Carolin Siepmann
Research Analyst, Germany

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Graph 1: development of online retail turnover in €bn (incl VAT), 2018-23
    • Mintel predicts
    • Opportunities
  2. market drivers

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-25
    • Graph 3: financial confidence index, 2022 – 23
    • The impact of the economy on retailing
    • Graph 4: development of retail sales* (€bn incl VAT), 2016-23
    • Online market
    • Graph 5: development of online retail turnover in €bn (incl VAT), 2018-23
    • Graph 6: market share of leading online retailers, 2022-23
    • Sustainability
    • Graph 7: packaging waste generated per inhabitant, kilograms, 2012-21
    • Living situation
    • Graph 8: share of urban population as percentage of total population, 2002-22
    • Graph 9: development of household sizes, 1970-2040
  3. What consumers want and why

    • Online channel usage and products purchased
    • Graph 10: products purchased online, 2023
    • Graph 11: consumers who purchased toiletries, fragrances and/or cosmetics online, by age and gender, 2023
    • Graph 12: repertoire of products purchased online, by age, 2023
    • Delivery of online purchases
    • Graph 13: ways to receive online purchases, 2023
    • Graph 14: repertoire of ways to receive online purchases, 2023
    • Graph 15: ways to receive online purchases, by generation, 2023
    • Issues experienced while receiving online purchases
    • Graph 16: issues faced while receiving online purchases through delivery, 2023
    • Graph 17: consumers that experienced incorrect delivery time and order tracking, 2023
    • Graph 18: selected issues faced while receiving online purchases through delivery, by area, 2023
    • Collection of online purchases
    • Graph 19: online purchases by collection, by net monthly household income, 2023
    • Graph 20: consumers who report that trying to save money on delivery costs has made them more interested in click-and-collect options, by net monthly household income, 2023
    • Graph 21: types of retailers shopped with online in the last 12 months, by generation, 2023
    • Graph 22: ways to collect online purchases, 2023
    • Graph 23: issues faced while collecting online purchases, 2023
    • Graph 24: issues encountered while collecting online purchases in the last 12 months, by age, 2023
    • Returning online purchases
    • Graph 25: ways to return online purchases, 2023
    • Graph 26: ways to return items, by product categories purchased, 2023
    • Graph 27: issues experienced when returning purchases, by way to return purchases – NET, 2023
    • Graph 28: ways to return online purchases, 2023
    • Graph 29: devices used for online channel*, by age group, 2023
    • Graph 30: issues faced while returning online purchases, 2023
    • Behaviours related to delivery, collection and returns
    • Graph 31: behaviours towards online purchases, 2023
    • Graph 32: behaviours towards online purchases, by generation, 2023
    • Graph 33: consumers who would pay extra for extended return periods, by age and gender, 2023
  4. Launch Activity and innovation

  5. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology and language usage
    • Appendix – repertoire analysis methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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