2020
9
Germany Online Retailing Market Report 2020
2020-09-29T17:05:38+01:00
REP7AB7FF01_E13A_4653_AE3D_1C110F667B17
2195
125291
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
The online market in Germany is the second largest in Europe. Sales were on an upward trend and will experience a boost between 2020 and 2021 due to COVID-19.

Germany Online Retailing Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Online Retailing – Germany market including the behaviours, preferences and habits of the consumer.

The online retailing market in Germany was worth €72.6 billion in 2019, accounting for 12.5% of total retail sales in Germany. While the online market in Germany is one of the more mature in the EU, there is still room for growth, with online representing 13.3% and 19.0% of total retail sales in Norway and the UK in 2019, respectively.

Quickly Understand

  • Who shops online in Germany and how?
  • How are new market entrants helping to drive growth?
  • How are grocery retailers adapting with new initiatives?
  • How can new technologies support online growth?
  • How can brands adapt their service to the “next normal”?
  • How will COVID-19 drive online retailing growth in Germany?

Covered in this report

Brands covered: Alternate, Amazon, Ceconomy, Conrad, Cyberport, eBay, Gucci, Klingel, Lidl, notebooksbilliger.de, Otto Group, Rewe, Tchibo, Zalando, Zooplus, Vorwerk, etc.

Topics covered: 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.

Expert analysis from a specialist in the field

Written by Carolin Jaretzke, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The online market in Germany is the second largest in Europe. Sales were on an upward trend and will experience a boost between 2020 and 2021 due to COVID-19.
Carolin Jaretzke
Associate Director – Retail

Table of Contents

  1. Executive summary

    • Market context
    • Graph 1: online sales (incl VAT), 2015-25
    • Mintel predicts
    • Graph 2: online sales per capita (incl VAT), 2015-25
    • Graph 3: online sales as % of total retail sales, 2015-25
    • Graph 4: technology products personally owned, 2019
    • What consumers want and why
    • Graph 5: products bought online in the last 12 months, June 2020
    • Graph 6: main features encouraging consumers to shop online, June 2020
    • Graph 7: attitudes towards shopping online, June 2020
    • Opportunities and threats
    • Graph 8: technology products personally owned, 2019
    • The competitive landscape
    • Graph 9: leading online retailers' estimated shares of total online sales, 2019
  2. THE IMPACT OF COVID-19

    • MARKET DRIVERS

      • Graph 10: real GDP growth, 2008-19
      • Graph 11: quarterly gross domestic product evolution, 2018-20
      • Graph 12: inflation vs disposable income, 2015-20
      • Graph 13: broadband penetration as % of all households, 2011-19
      • Graph 14: maximum total population by age (% share), 2020-30
      • Graph 15: online sales (incl VAT), 2015-25
      • Graph 16: online sales per capita (incl VAT), 2015-25
      • Graph 17: online retail sales growth by product category, 2014-19
      • Graph 18: those claiming to be shopping more online, 13-22 July 2020
      • Graph 19: compound annual growth rate (CAGR) of online sales per category, 2014-19
    • MARKET ACTIVITY

      • Forecasting during COVID-19 crisis
      • Consumer spending in Germany
      • Graph 20: quarterly real growth of gross domestic product, Q1 2018-Q1 2020
      • Graph 21: household final consumption expenditure evolution in constant 2019 prices, 2011-20
      • Sector size and forecast
      • Graph 22: total retail sales excluding fuel (incl VAT), 2014-20
    • WHAT CONSUMERS WANT AND WHY

      • Who shops online in Germany and how
      • Graph 23: frequency of online shopping in the last 12 months, by age, June 2020
      • Graph 24: those claiming to be shopping more online since the COVID-19 pandemic started, July 2020
      • Graph 25: frequency of online shopping in the last 12 months, May 2020
      • Graph 26: proportion of internet users who have shopped online, by region, June 2020
      • Graph 27: devices used for online shopping, by gender, June 2020
      • What Germans shop online
      • Graph 28: products bought online in the last 12 months, June 2020
      • Graph 29: online sales growth per product category, 2018 vs 2019
      • Graph 30: products bought online in the last 12 months, by age, June 2020
      • Where Germans shop online
      • Graph 31: type of retailer bought from online in past 12 months, store-based vs pure players, by age, June 2020
      • Graph 32: those claiming to have purchased products online from international retailers/brands in the past year, by age group, June 2020
      • Graph 33: retailers purchased from online in the last 12 months, June 2020
      • Graph 34: retailers purchased from online in the last 12 months, by age, June 2020
      • Graph 35: proportion internet users who have shopped online in the last 12 months, by major retailer, June 2020
      • Graph 36: [no title]
      • Graph 37: [no title]
      • Graph 38: [no title]
      • Graph 39: [no title]
      • Graph 40: shopping online with social media and marketplace platforms, June 2020
      • Graph 41: shopping online with social media and marketplace platforms, by age, June 2020
      • Factors encouraging online shopping
      • Graph 42: main features encouraging consumers to shop online, June 2020
      • Graph 43: most important features by retailer used to shop online, by age group, May 2020
      • Attitudes towards shopping online in Germany
      • Graph 44: attitudes towards shopping online, June 2020
      • Graph 45: [no title]
      • Graph 46: [no title]
      • Graph 47: attitudes towards shopping online, June 2020
      • Graph 48: attitudes towards shopping online, June 2020
    • MARKET SEGMENTATION, SIZE AND FORECAST

      • Market size and forecast
      • Graph 49: online retail sales by product category, 2014-19
      • Online retailers' sales and forecast
      • Graph 50: total online sales of goods (incl. VAT), 2013-19
      • Graph 51: total online retailers’ forecast sales of goods, 2020-25
    • retailer activity

      • Leading retailers
      • Market share
      • Graph 52: leading online retailers' estimated shares of total online sales, 2019
      • Retail Innovation
    • APPENDIX

      • Note on COVID-19
      • Appendix – products covered, abbreviations and consumer research methodology
      • Appendix – sector/market size and forecast

    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.

    Below is a sample report, understand what you are buying.

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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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