Retail E-Commerce Sales in Germany are Expected to Reach Over EUR 100 Billion by 2027
Germany’s Retail Landscape Growth
Germany’s retail sector is anticipated to exceed EUR 600 billion in 2024, with online sales contributing over 13%, reaching double-digit billions. Retail e-commerce sales are projected to surpass EUR 100 billion by 2027.
Social Commerce: A Key Driver in Consumer Engagement
Social commerce plays a vital role in Germany, leveraging platforms like Instagram and TikTok to enhance shopping. About 90% of German consumers view it positively, with over half making purchases this way. However, many companies haven’t fully utilized social commerce, presenting a significant opportunity to boost customer engagement and market presence.
Payment Trends and Challenges in E-Commerce
In 2023, PayPal and payment by invoice were the leading B2C E-Commerce payment methods in Germany. Real-time transactions are expected to grow at a CAGR of over 24%, reaching over 3 billion transactions by 2026, with their share in transaction volume nearly doubling. Despite these advances, more than half of online merchants reported increased B2C E-Commerce fraud in 2023, highlighting the need for better security.
Germany’s 2024 E-Commerce: Fashion Leads, FMCG Grows, and Player Overview
In 2023, fashion dominated Germany’s B2C E-Commerce market, accounting for over 20% of sales. The FMCG sector is expected to see significant growth online in 2024. In April 2024, Amazon.de was the top B2C E-Commerce site, capturing over 20% of total traffic, while Temu emerged as a strong competitor with aggressive marketing and low pricing.
Key Questions Covered:
- What is the forecasted value of retail E-Commerce sales in Germany by 2027?
- What is the expected number of real-time transactions in Germany by 2026?
- What were the leading B2C E-Commerce payment methods in Germany in 2023?
- What percentage of online merchants reported an increase in B2C E-Commerce fraud in 2023?
- What led to the dominance of fashion in Germany's 2023 E-Commerce?
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Table of Contents
1. Key Takeaways
2. Management Summary
3. Germany
3.1. B2C E-Commerce Market Overview
- B2C E-Commerce Market Trends, April 2024
- Total Retail Sales Volume, in EUR billion, & Online Sales Share, in %, 2018-2024f
- Online Sales Value, in EUR billion, & Year-on-Year Change, in %, 2018-2024f
- Total Change of Online Retail Sales, in EUR billion, 2017-2023
- Retail E-Commerce Sales, in USD billion, & Year-on-Year Change, in %, 2021-2027f
- Share of B2C E-Commerce Making Up Total Retail Sales, 2023e & 2024f
- Breakdown of Online Sales, by Marketplace Type, in %, 2022 & 2023
- Breakdown of Attitude Towards the Future of B2C E-Commerce in the Next 5 Years, in % of Retail Decision Makers, September 2023
- Share of Retail Decision Makers Who Assume That B2C E-Commerce Will Consolidate in the Coming Years, in %, September 2023
- Top Areas of Potential For AI Use, in % of Retail Decision Makers, September 2023
- Top Expectations Towards B2C E-Commerce Sales Volume, in % of Retail Decision Makers, September 2023
- Factors of Influence on B2C E-Commerce in the Next 5 Years, in % of Retail Decision Makers, September 2023
3.2. Cross-Border Commerce Insights
- Origin of Cross-Border B2C E-Commerce Purchases, in % of Internet Users, 2023
3.3. Social Commerce Trends
- Social Commerce Trends, April 2024
- Top Effects of Social Commerce, by Consumer Type, in % of Consumers, January 2024
3.4. Online Payments Market Overview
- Breakdown of B2C E-Commerce Sales, by Payment Methods, in %, 2023
- Share of PayPal Making Up Total B2C E-Commerce Sales, 2022 & 2023
- Share of Respondents Who Used eCash in the Past 12 Months and Stated It as Their Preferred Online Payment Method, in %, April 2023
- Total Number of Real-Time Transactions, in billions, 2021 & 2026f
- Breakdown of Transaction Volume, by Payments Instrument, in % of Total Payment Transaction Volume, 2021 vs 2026f
- Share of Online Merchants Who Identified an Increase in B2C E-Commerce Fraud, in %, 2023e
- Share of Adults With a Digital-Only Bank Account, in %, 2022* & 2027f
3.5. B2C E-Commerce Delivery Market
- Breakdown of Average B2C E-Commerce Delivery Cost Charged to Online Shoppers, in % of Online Merchants, 2023
- Breakdown of Average B2C E-Commerce Delivery Time, in % of Online Merchants, 2023
- Share of Online Shoppers For Who Fast Delivery Was a Deciding Criteria When Choosing a Shipping Service Provider, in %, 2023
- Breakdown of Return Rates of Online Purchases, in % of Online Merchants, 2023e
- Top 10 Strategies to Avoid Online Returns, in % of Online Merchants, 2023e
3.6. B2C E-Commerce Product Categories
- Breakdown of Retail E-Commerce Sales, by Product Category, in %, 2023
- Share of Online Making Up Total Retail Sales, by Product Category, in % of Total Retail Sales, 2022 & 2023
- Annual Retail E-Commerce Sales Change, by Product Category, in % of Year-on-Year Change, 2024
- Total Online vs. Offline Retail Sales Change From 2019, by Product Category, in %, 2023
- Breakdown of Formats in Online Sales, by Product Category, in %, 2023
- Share of Online Sales Making Up Total Retail Sales, Food vs Non-Food, in % of Total Retail Sales, 2021-2023
- Average Annual Online vs Offline Growth of Retail Sales, by Product Type, in % of Year-On-Year Growth, 2023
3.7. B2C E-Commerce Player Overview
- Channels Through Which Stationary Retailers Sell Online, in % of Stationary Retailers, 2021-2023
- Top B2C E-Commerce & Shopping Websites Ranking, % of Total Traffic Share, April 2024
- Top B2C E-Commerce Marketplace Websites Ranking, % of Total Traffic Share, April 2024
- Top Retail Websites, by Visits in Mil, Bounce Rate in %, and Pages Per Visit, March 2024
- Overview of B2C E-Commerce Platform Temu’s Market Entry, May 2024
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Ali Baba Group
- Amazon
- Bauhaus
- eBay
- Hornbach
- Ikea
- Kaufland
- Lidl
- Mediamarkt
- META
- Otto
- PayPal
- Rewe
- Samsung
- Temu
- TikTok
