Ecommerce Facts & Figures of Germany

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Ecommerce Facts & Figures of Germany

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Yearly the Ecommerce Foundation researches 40+ countries globally on the areas of economy, ecommerce, technology and business culture. Germany is one of those countries. On this page you can find a few findings of the Ecommerce Foundation's research on Germany for 2017.

Are you interested in more information from the Ecommerce Foundation's research? You can download the following reports for free:

Download German report Download European Report Download Global Report


Introduction of Germany

Germany is a federal republic in Central Europe. It has a population of 80.6 million people and its capital is Berlin. The official language is German and widely spoken foreign languages are English and French. Germany has a GDP of €3,203.8 billion, which represents a GDP per capita of €39,709 in 2017.

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80.6 million people GDP of €3,203.8 billion
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4.1% unemployed Inflation of 0.5%
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B2C Ecommerce Turnover €73 billion
B2C Ecommerce growth 39%
Online population 71.8 million
Number of eShoppers 51.6 million
VAT rate 19%
Most popular payment method Bank Transfers

Ecommerce in Germany

In 2017, the German B2C ecommerce turnover grew by 39% to €73 billion. Germany had an online population of 71.8 million of people who were aged 15 and older.

Of the total online population, 51.6 million bought something online in 2015. The average spending per eShopper was €1,157 in this year.


Tips for ecommerce in Germany

  • German consumers show a strong propensity to compare prices and patronize discount stores. They are very aware of special offers, and readily go to different shops in order to get better prices.
  • Strict criteria, which vary depending on the type of good being purchased, are utilized by the consumer to make his or her selection
  • For consumer durables, the criteria are, in order: safety and quality, prestige, comfort, convenience and price. For everyday goods, the determining factor is price. 
  • If the threshold is not exceeded, but the applicable VAT rate of the country of arrival is lower than the VAT rate of the country where the transport begins, the supplier could nevertheless opt to account for VAT of the country of arrival. Please note that this is only possible when certain conditions have been fulfilled.
  • Germans dislike competing on price alone and will do so only when necessary – the sale of bulk steel or chemicals, for instance. They prefer to compete on excellence
  • Before trading in Germany, we recommend to visit the Q&A Online Taxes and VAT in Germany page.


The German Ecommerce Association, Händlerbund

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Händlerbund is the largest online trade association in Europe. Händlerbund is an important voice in the e-commerce industry that exchanges between traders and service providers to support digital and stationary trade.

Want to know more about the German Ecommerce market?

An analysis of the Ecommerce market in worldwide is available download. All information about the German Ecommerce market can be can be found in the following free reports:

Download German report Download European Report Download Global Report

Local ecommerce news from

19-04-2018 - Discount fashion retailer Get the Label expands to France

Get the Label, an UK online retailer specialized in discount fashion and footwear, has launched a new ecommerce website in France. After seeing significant growth in international orders coming from its main website, the company decided to introduce a dedicated website for the French market. Continue reading

19-04-2018 - French retailers launch shopping event French Days

Six online retailers from France have created a new shopping event. This event, called French Days, should provide a local alternative to the famous Black Friday shopping event. The event will run from 27 April until 1 May. Continue reading

19-04-2018 - iZettle launches ecommerce platform

Fintech company iZettle has launched its own ecommerce software solution. iZettle E-commerce is meant for current iZettle customers that want to sell their products online and for new customers to the Swedish company. Continue reading

18-04-2018 - JD.com wants to attract more European luxury brands

Chinese ecommerce company JD.com wants to have more luxury brands form Europe on its website. That’s why it made a pitch today, saying it can offer faster delivery and better fraud protection than its bigger rival, Alibaba. Continue reading

18-04-2018 - Amazon app now available for international shopping

Amazon has updated both its mobile shopping app and its mobile website, so customers can now browse and ship millions of products to their country. The ‘International Shopping’ experience is available in English, Spanish, Chinese, Brazilian and German and 25 currencies, with more to be added later this year. Continue reading

16-04-2018 - Ecommerce in Italy was worth 24 billion euros in 2017

The total value of online sales in Italy has doubled in the last four years. The online retail industry is now worth about 24 billion euros and accounts for 6 percent of the total retail industry in this Southern European country. Continue reading

13-04-2018 - Dutch consumers are discovering French online shops

Online shoppers from the Netherlands love to shop at ecommerce websites located in China and Germany, but last year there was a strongly increased interest in online shops from France and Spain. Dutch online shoppers spent 84 percent more in France last year than in comparison with 2016. Continue reading

13-04-2018 - Coop acquires online marketplace Siroop

Swiss retail company Coop will be the total owner of online marketplace Siroop with effect from the first of May. On that day, the major retail and wholesale company will acquire the 50 percent share package of Swisscom. Coop and Swisscom jointly launched Siroop in 2016. Continue reading

12-04-2018 - Ecommerce in Switzerland: €5.27 billion in 2017

The business-to-consumer ecommerce turnover of Switzerland grew by 8.7 percent last year and was worth 6.25 billion Swiss francs, or 5.27 billion euros. This year, a growth rate of 10 percent is predicted, which would mean ecommerce in Switzerland will be worth just below 7 billion euros. Continue reading

11-04-2018 - Austria signs online trade agreement with China

Austria and China have signed an agreement, which should give Austrian retailers have easier access to the Chinese ecommerce market. Margarete Schramböck, Federal Minister for Digital and Economic Affairs, is currently on a state visit to Beijing, where she negotiated a deal with the Ministry of Commerce of the Government Continue reading Continue reading


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