Germany Ecommerce Market Opportunities Databook - 100+ KPIs on Ecommerce Verticals (Shopping, Travel, Food Service, Media & Entertainment, Technology), Market Share by Key Players, Sales Channel Analysis, Payment Instrument, Consumer Demographics - Q1 2024 Update

The E-commerce market in Germany is expected to grow by 10.04% on annual basis to reach US$64.3 billion in 2024. Medium to long term growth story of E-commerce industry in Germany promises to be attractive. The E-commerce is expected to grow steadily over the forecast period, recording a CAGR of 8.29% during 2024-2028. The E-commerce Gross Merchandise Value in the country will increase from US$58.4 billion in 2023 to reach US$88.4 billion by 2028. The B2C e-commerce market is poised to grow at a steady rate over the medium term in Germany. The pandemic-driven shopping behavior has resulted in more and more retailers expanding online activities. The publisher expects this trend to continue further in the German market in 2024. Going forward, the publisher also expects the implementation of artificial intelligence to increase in the German e-commerce sector.

To engage with online shoppers, e-commerce marketplaces are forging strategic alliances to launch new shopping experiences. Innovative startups are also emerging in the sector and are raising venture capital and private equity rounds to scale their business. Overall, the publisher maintains a robust growth outlook for the B2C e-commerce market in Germany over the next three to four years.

E-commerce platforms are launching new shopping experiences for online buyers in Germany

Amid the fast-growing competitive landscape, e-commerce platforms are seeking to attract more buyers by launching innovative shopping experiences catering to the needs of different demographics in Germany.

• JD Worldwide, the cross-border e-commerce platform from JD.com, has partnered with the city of Munich, Bavaria, and digital marketing agency Hylink to create the Bayern Selectives Pavilion. The special online store is tailored to make it easy for Chinese shoppers to explore and buy a diverse range of products and cultural items from Bavaria in one place. The first set of brands introduced in the store include Roeckl, Die Rockmacherin, Werner Christ, and Online Pens.
• eBay, in September 2023, announced a rollout of a fresh shopping and selling experience in Germany called eBay Lokal. This initiative allows businesses to enhance their visibility on eBay Lokal, enabling consumers to make local online purchases from these commercial sellers. The firm has revealed that the initiative has improved the visibility and ease of finding locally available items on eBay.de, both in search results and other areas of the platform. They have also revamped several processes and introduced product changes to simplify the experience of selling, buying, and collecting items locally.

Going forward, the publisher expects more e-commerce marketplaces to launch such initiatives, driving innovation in the sector. This will support industry growth over the next three to four years.

Innovative e-commerce-focused startups are raising funding from venture capital and private equity firms

To offer smaller retailers a fighting chance in a sector that is dominated by online behemoths like Amazon and Zalando, innovative e-commerce startups are emerging in the sector in Germany. These startups are now seeking funding from venture capital and private equity firms.

• VisionAI, in October 2023, announced that the firm had €5 million as part of its seed funding round, which was led by HV Capital. The firm, notably, leverages artificial intelligence to provide e-commerce merchants with better search results and cross-selling opportunities.
• Amazon, for instance, earns significant revenue through its cross-selling and recommendation engine. This is a clear indication that the services offered by VisionAI are relevant for the growth of the e-commerce sector. In the initial 15 months of its operations, the startup has generated a revenue of €1.5 million in sales.

With the fresh capital, the publisher expects VisionAI to invest in product development and business expansion over the medium term. Going forward, the publisher expects more such innovative startups to enter the market in Germany.

Amazon is leading the cross-border sales for small and medium enterprises in Germany

With the widespread popularity of Amazon as a leading sales channel in the global market, it is no surprise that small and medium enterprises are using the marketplaces to drive sales and revenue growth in Germany.

• Amazon, in 2022, had more than 47,500 German SMEs registered on the platform. This shows the popularity of Amazon among small businesses in the European market. Amazon further revealed that these SMEs had an average of one hundred thousand euros in cross-border sales. While the firm had not revealed revenue growth data for overall SME sales in Germany, it announced that 725 million products were traded through the marketplace by SMEs in 2022.

With digitalization growing among small businesses, the publisher expects this number to have further increased in 2023 and the trend is projected to continue in 2024 as well. As a result, Amazon is expected to keep dominating the German e-commerce market over the medium term.

This report provides a detailed data centric analysis of E-commerce market dynamics, covering over 100 KPIs in Germany. It details market opportunity across key B2C verticals - Retail Shopping, Travel & Hospitality, Online Food Service, Media and Entertainment, Healthcare and Wellness, and Technology Products and Services. It provides market share by key players across key verticals along with sales channels (Platform to Consumer, Direct to Consumer, Consumer to Consumer). In addition, it provides spending pattern by payment instruments along with a snapshot of consumer behaviour in Germany.

The report also covers niche trends such as market size by live streaming engagement model and cross border purchases. It also covers ecommerce spend share by operating systems, device (mobile vs desktop) and cities.

In addition, to detailed data-centric analysis, this report provides analyst commentary on key trends, drivers, strategies, and innovations in the E-commerce industry in Germany.

Scope

This report provides a detailed data-driven look at the Germany Ecommerce industry, covering various segments and highlighting areas of interest across the verticals in the industry. In addition, it provides a comprehensive understanding of market dynamics and future forecast.

Germany Ecommerce Market Size and Future Growth Dynamics

• Gross Merchandise Value Trend Analysis
• Average Value Per Transaction Trend Analysis
• Gross Merchandise Volume Trend Analysis

Germany User Statistics and Ratios of Key Performance Indicators

• User Statistics
• Card Abandonment Rate and Product Return Rate
• Ecommerce Per Capita and GDP Per Capita
• GDP Per Capita Trend Analysis

Germany Ecommerce Market Share by Key Players

• Germany Retail Shopping Ecommerce Market Share by Key Players
• Germany Travel Ecommerce Market Share by Key Players
• Germany Food Service Ecommerce Market Share by Key Players

Germany Ecommerce Market Size and Forecast by Ecommerce Segments (Gross Merchandise Value Trend Analysis

• Retail Shopping (breakdown by clothing, footwear & accessories, health, beauty and personal care, food & beverage, appliances and electronics, home improvement, books, music & video, toys & hobby, auto)
• Travel and Hospitality (breakdown by air travel, train & bus, taxi service, hotels & resorts)
• Online Food Service (breakdown by aggregators, direct to consumer)
• Media and Entertainment (breakdown by streaming services, movies & events, theme parks & gaming)
• Healthcare and Wellness
• Technology Products and Services
• Other segments

Germany Ecommerce Market Size and Forecast by Retail Shopping Sales Channel

• Platform to Consumer
• Direct to Consumer
• Consumer to Consumer

Germany Ecommerce Market Share by Travel and Hospitality Sales Channel

• Market Share by Travel and Hospitality Sales Channel
• Aggregator App - Gross Merchandise Value Trend Analysis
• Direct to Consumer - Gross Merchandise Value Trend Analysis

Germany Ecommerce Market Size and Forecast by Online Food Service Sales Channel

• Aggregator App
• Direct to Consumer

Germany Ecommerce Market Size and Forecast by Engagement Model (Gross Merchandise Value Trend Analysis, 2019-2028)

• Website Based
• Live Streaming

Germany Ecommerce Market Size and Forecast by Location (Gross Merchandise Value Trend Analysis

• Cross Border
• Domestic

Germany Ecommerce Market Size and Forecast by Device (Gross Merchandise Value Trend Analysis

• Mobile
• Desktop

Germany Ecommerce Market Size and Forecast by Operating System

• iOS/macOS
• Android
• Other Operating Systems

Germany Ecommerce Market Size and Forecast by City

• Tier 1
• Tier 2
• Tier 3

Germany Ecommerce Market Size and Forecast by Payment Instrument (Gross Merchandise Value Trend Analysis, 2019-2028)

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Cash
• Other Digital Payment

Germany Ecommerce Consumer Demographics

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Reasons to buy

• In-depth Understanding of Ecommerce Market Dynamics: Understand market opportunities and key trends along with forecast (2019-2028). Understand market dynamics through essential KPIs such as Gross Merchandise Value, Volume, and Average Value Per Transaction.
• Insights into Opportunity by Ecommerce Categories: Get market dynamics by sales channel to assess emerging opportunities across various segments.
• Detailed analysis of market share by key players across key Ecommerce verticals.
• Insights into Opportunities across key Ecommerce verticals: Retail shopping, travel & hospitality, online food service, media and entertainment, healthcare and wellness, and technology products & services.
• Develop Market Specific Strategies: Identify growth segments and target specific opportunities to formulate an Ecommerce strategy; assess market-specific key trends, drivers, and risks in the Ecommerce industry.
• Get Insights into Consumer Attitude and Behaviour: Drawing from proprietary survey results, this report identifies and interprets key Ecommerce KPIs, including spend by age, gender, and income level.