2022
9
Germany Online Retailing Market Report 2022
2022-12-03T04:02:40+00:00
REP06362651_A2F9_4F6E_B483_90AAAD2B6B57
2195
158176
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
Sustainable innovations, brand loyalty strategies and social commerce will ensure a slow but steady growth of online retailing in times of economic uncertainty. Silke Lambers, Fashion Senior Research Analyst,…

Germany Online Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Online Retailing Market Report 2022 identifies consumers’ attitudes towards online shopping in Germany, trends for online retail Germany, and the impact of the pandemic and inflation on the eCommerce Market in Germany. This report covers the online retail Germany market size, market forecast, market segmentation and industry trends for the eCommerce Market in Germany.

Ecommmerce in Germany: Current Market Landscape

Online retailers Germany experienced a high during lockdowns, however, with the reopening of shops, rising inflation, and overall uncertain market conditions, ecommerce in Germany more or less plateaued. There still is modest growth, which, going forward, will depend on further developments in the Ukraine conflict.

Our online shopping Germany report has identified fashion and footwear as most bought products via online retailers Germany. Consumers have also gotten used to the convenience of online shopping in Germany during the pandemic when buying daily goods such as groceries.

Online Retail Germany: Consumer Behaviour & Key Industry Trends

The eCommerce Market in Germany will steadily continue to grow and consumers will remain active online-shoppers. Trends in online retail Germany will continue to evolve with consumers’ growing need for convenience. Social media-powered concepts that blend community and commerce, livestream-shopping, and digital payment schemes will emerge.

Moreover, German consumers will look for brands addressing their concerns around climate change and rising prices.

  • Online Shopping Germany Consumer Behaviour: The vast majority of German online consumers (87%) stated that they have done about the same or more online shopping compared to the previous 12 months.
  • Online Retailers Germany Opportunities: 19% of German online consumers aged 16-24 prefer retailers provide both on- and offline channels.
  • eCommerce Market Germany Challenges: Many online shoppers, a total of 59%, fear that online shopping produces too much plastic waste.
  • Online Shopping Germany Trends: 78% of online shoppers aged 16-24 used financing options within the last 12 months.

Future Trends of Online Shopping in Germany

More Gen Z consumers will enter the work force, e-shops, and the metaverse. Here, gamers will become valuable customers for online retailers Germany once brands discover virtual worlds as a sales space. Marketplaces and specialist retailers will take over the majority of the eCommerce market in Germany.

Two consumer groups that are now reinforcing the online sector are Baby Boomers, who turned to online shopping in Germany during lockdowns, and Gen Z, who are increasingly entering the labour market and will have larger funds at their disposal.

To discover more about Online Retail Germany, read our Germany Social Media & the Metaverse Market Report 2022, or take a look at our extensive German Retail Market Research.

Quickly Understand Ecommerce in Germany

  • The short-, medium- and long-term impact of inflation and supply chain disruptions on online shopping in Germany.
  • Post-pandemic market figures, their analysis, and the resulting forecast for the fast-changing eCommerce market in Germany.
  • Exploration of upcoming channels and emerging consumer groups that will determine online retail Germany in the future.
  • The most popular online retailers Germany, products, shopping frequency, and the main factors that encourage consumers to shop online.
  • Key factors that will impact ecommerce in Germany, e.g. Gen Z consumers’ behavioural shifts, etc.

Covered in this Report

Products: clothing, footwear, electric-powered vehicles, technological devices (smartphones, laptops, tablets, etc.), groceries, and many more.

Brands: Lidl, Edeka, Otto, Wildplastic, Zalando, Apple, Rewe, Amazon, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Silke Lambers, a leading analyst in the Fashion sector, delivers in-depth commentary and analysis to highlight current trends in the eCommerce Market in Germany, and adds expert context to the numbers.

Sustainable innovations, brand loyalty strategies and social commerce will ensure a slow but steady growth of online retailing in times of economic uncertainty.

Silke Lambers
Silke Lambers
Senior Fashion Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this report
    • Market context
    • Graph 1: current financial situation, 2022
    • Graph 2: unemployment rate as a percentage of the civilian labour force, 2021-23
    • Graph 3: frequency of online shopping compared to previous year, 2022
    • Mintel predicts
    • The competitive landscape
    • Graph 4: market shares of distribution channels, 2022
  2. MARKET DRIVERS

    • Graph 5: key economic data, in real terms, 2019-23
    • Graph 6: unemployment rate as a percentage of the civilian labour force, 2021-23
  3. MARKET ACTIVITY

    • Market size and forecast
    • Consumer spending
    • Graph 7: total consumer spending on food, drink and tobacco 2015-21
    • Graph 8: financial confidence over the next year or so, 2022
    • Graph 9: activities planned as a result of rising prices, by age, 2022
    • Graph 10: Destatis price monitor, 2021-22
    • Channels of distribution
    • Graph 11: retailers consumers shopped with online, 2022
    • Graph 12: important factors when shopping online, by age, 2022
  4. What consumers want, and why

    • Products bought online
    • Graph 13: products purchased online in the last 12 months, 2022
    • Graph 14: types of products bought online in the last 12 months, by selection of leading product types, 2019-22
    • Graph 15: BPC purchase locations, by segment, 2021
    • Frequency of online purchases
    • Graph 16: number of times people shopped online, 2021-22
    • Graph 17: change in frequency of online shopping, by generation, 2022
    • Where they shop online
    • Graph 18: retailers shopped with online in the last 12 months, 2021- 22
    • Graph 19: retailers with stores shopped with online in the last 12 months, 2022
    • Graph 20: retailers without stores that consumers shopped online at in the last 12 months, 2022
    • Graph 21: retailers without stores that consumers shopped at online in the last 12 months, by financial situation, 2022
    • Social media and marketplaces for online shopping
    • Graph 22: social media platforms shopped from or seen adverts on, 2022
    • Graph 23: social media sites shopped from or where advertisements have prompted purchase, by generation, 2022
    • Graph 24: social media usage in the past three months, by age, 2022
    • Payment options used when shopping online
    • Graph 25: financing options used when purchasing products online in the last 12 months, by generation, 2022
    • Attitudes towards online shopping
    • Graph 26: important factors when shopping online, 2022*
    • Graph 27: attitudes towards online shopping, 2022
    • Graph 28: willingness to pay more for environmentally friendly deliveries, by age, 2022
    • Graph 29: consumers who would like shopping websites/apps to have a filter/option to only show products made in Germany, by age, 2022
    • Graph 30: consumer behaviours in the last 12 months in relation to online retailing, 2022
    • Graph 31: attitudes towards online shopping, 2022
    • Graph 32: consumers who have received advice from a retailer’s employee in the last 12 months, by age, 2022
    • Graph 33: services used when purchasing products online in the last 12 months, by gender, 2022
  5. RETAILER ACTIVITY

    • Leading Retailers
    • Market shares
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology and language usage
    • Appendix – market size and forecast
    • Appendix – CHAID 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.

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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