Stay ahead of the curve and future-proof your business with Mintel’s Online Retail Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends in online shopping in Germany, and consumer behaviours affecting your industry. Get a 360° view of the Germany eCommerce market including Germany eCommerce market size, market share, and forecasted growth 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 Germany eCommerce market outlook, including a five-year forecast, expert insights, and market drivers.
- Frequency of online shopping in Germany and devices used.
- Products purchased and online retailers Germany that consumers shop at.
- The online rental market in eCommerce in Germany, including interest in renting products online.
- How your business can tap into opportunities to increase your share in the Germany eCommerce market.
An Overview of the Germany eCommerce Market
The resurgence of offline shopping as stores reopened post-pandemic has impacted online retailers Germany. On top of that, inflation and increased price-sensitivity have led to a decline in online shopping frequency.
As a result, consumers are being very cautious with their spending. Nevertheless, it remains an important channel for convenience and for consumers to discover the best deals.
Online Shopping Germany: What Consumers Want and Why
- Online Shopping Behaviour in Germany: In the light of the cost of living crisis, online shopping platforms provide an essential tool for consumers to hunt for the best deal with 79% of Germans thinking that the best prices are found online and over half of online shoppers using price comparison tools. However, increased transparency challenges retailers to present all their advantages openly to maintain competitiveness and foster consumer loyalty.
- Online Shopping Germany Trends: Multichannel shopping has become increasingly popular among shoppers and retailers will strive to unify their offline and online businesses, offering customers a seamless and flexible shopping experience.
- Opportunities for Online Retailers Germany: Embracing AI’s potential, for example by enabling image-based searches for products caters to the 75% of Gen Z and Millennials who often check the online prices of products in-store.
To learn how to connect with your audience, purchase our Online Retail Germany 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: Klarna, Snocks, Amazon, OTTO Group, Zalando, MediaMarkt, Saturn, IKEA, Ebay, TikTok, Snapchat, Inspire, Douglas, Aldi, WhatsApp, DM, Bonprix, Baur, Shop Apotheke, Shein, HelloFresh, C&A, Payback, and many more.
Products: Technology (computer, software) and communications, clothing, accessories, footwear, beauty products, toiletries, household care products, healthcare products, entertainment (books, ebooks, audio books, electronic items, games, CDs, DVDs), furniture, leisure (hobby items, DIY), groceries, flowers, toys, pet supplies, medication, jewellery, office supplies, car accessories, food and drink, and many more.
Additional Features Included with Your Purchase
- Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
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Expert Insights on Online Shopping in Germany
This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight online retail Germany trends and add expert context to the numbers.
Online retailers Germany offer a best-deal search platform but must provide added value and convenience to address loyalty challenges arising from heightened transparency.
Lena Rittmann
Analyst
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: consumers who try to act in a way that is not harmful to the environment*, 2019-23
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 2: market share of leading online retailers, 2022/23
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market drivers
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Graph 4: consumer spending of private households in Germany in €bn, 2018-22
- Consumer shopping behaviour
- Graph 5: ways to spend less on selected areas in the next six months to July, 2023*
- Graph 6: spending plans for each of the following areas in the next six months compared to the last six months, to July, 2023*
- Social commerce
- Sustainability
- Graph 7: consumers who try to act in a way that is not harmful to the environment*, 2019-23
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MARKET ACTIVITY
- Sector size and forecast
- Graph 8: online share of the sales volume in the entire retail in the narrow sense* (incl VAT), 2018-22
- Market segmentation
- Graph 9: sales development in ecommerce with goods by segment (incl VAT), 2021-23
- Graph 10: online retail sales by type of products, 2021-22
- Graph 11: online retail sales by type of products, 2021-22
- Channels of distribution
- Graph 12: online retail sales by channel (incl VAT), 2020-22
- Graph 13: share of online retail sales by consignor, 2020-22
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What consumers want, and why
- Online shopping behaviour
- Graph 14: frequency of online shopping, 2020-23
- Graph 15: frequency of online shopping, by generation, 2023
- Graph 16: devices used when shopping online, by generation, 2023
- Products purchased online
- Graph 17: product categories purchased online in the last 12 months, 2023
- Graph 18: product categories purchased online in the last 12 months, 2021-23
- Graph 19: product categories purchased online by Generation Z, 2021-23
- Retailers shopped at
- Graph 20: type of retailers shopped with online in the last 12 months, by generation, 2023
- Graph 21: retailers with stores shopped with online in the last 12 months, 2023
- Graph 22: retailers without physical stores shopped with online, 2023
- Payment options and loyalty systems
- Graph 23: services used when purchasing products online, 2023
- Graph 24: services used when purchasing products online, by generation, 2023
- Renting products online
- Graph 25: renting/interest in renting products from a retailer online, 2023
- Graph 26: Gen Z rental of/interest in renting products from a retailer online, 2023
- Behaviours towards online shopping
- Graph 27: online shopping behaviours, 2023
- Graph 28: consumers who often check the online prices of products in-store, by generation, 2023
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RETAILER ACTIVITY
- Leading retailers
- Market share
- Graph 29: market share of leading online retailers, 2022/23
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – market size and forecast
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