As overseas marketplaces challenge the status quo, opportunities exist in the online retail market for differentiation through authenticity, innovative AI solutions, and more customer engagement by tapping into resale.
Increased use of new technologies will help grow the eCommerce market size Germany. While AI will be key in the online retail market sector, consumers are worried about the security of their data online, and think that retailers need to take responsibility.
The increasing cost of living has affected sales in eCommerce in Germany. Changes in consumer behaviour are not anticipated anytime soon, even if the steep decline slows down. The online channel’s value credentials will continue to attract consumers, but retailers need to find ways to provide additional value to maintain shoppers’ loyalty.
Online retailers must build on online shopping strengths in discovery and comparability, using advanced tech for a smooth online experience. AI is key in achieving this, as it is impacting the customer journey from the initial inspiration phase to personalised purchase recommendations.
The increased use of new technologies also faces significant consumer scepticism, as many online shoppers are wary of sharing personal information. In general, internet dangers place increasing responsibility on online retailers to guarantee security. Hence, helpful online tools must first convince users of their trustworthiness and quality.
This Report is designed to give an overview of the German online retail market, including forecasts for future developments, in-depth consumer analysis using our own data. A section looking at the key players in this sector and company profiles are also included in this report.
This report was written by Lena Rittmann, Analyst at Mintel. Lena writes reports and provides consumer insights about various industries. During her studies and her internships, she gained practical experience in social media monitoring and journalism and completed a one-year trainee in media consulting and planning. She holds a M.Sc. in International Management from Bochum University of Applied Science.
As overseas marketplaces challenge the status quo, opportunities exist in the online retail market for differentiation through authenticity, innovative AI solutions, and more customer engagement by tapping into resale.
Lena Rittmann
Analyst
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
