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 2015.

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 81.2 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 €3,025.9 billion, which represents a GDP per capita of €37,100 in 2015.

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81.2 million people GDP of €3,025.9 billion
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4.6% unemployed Inflation of 0.1%
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B2C Ecommerce Turnover €59.7 billion
B2C Ecommerce growth 13.3%
Online population 62.9 million
Number of eShoppers 51.6 million
VAT rate 19%
Most popular payment method Bank Transfers

Ecommerce in Germany

In 2015, the German B2C ecommerce turnover grew by 13.3% to €59.7 billion. Germany had an online population of 62.9 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 Germany

16-06-2017 - Ikea products are now available on Amazon

Only one week after Ikea announced it has plans to sell its products through third-party websites, the Swedish retailer is now offering select Ikea products through Amazon. Thousands of products are available in all countries where Amazon has a dedicated online store. Continue reading

07-06-2017 - Delivery Hero plans €450 million IPO

The German online food startup Delivery Hero confirms it has plans for an initial public offering later this year. It will issue new shares on the Frankfurt Stock Exchange, in hopes to raise about 450 million euros. Continue reading

01-06-2017 - The daily price change ratio in European ecommerce

Some online stores tend to adjust their prices, so consumers won’t go ordering something at a competitor’s website. For Ecommerce News Europe, price tracking software provider Prisync looked at how many ecommerce websites in Europe change their prices daily and how high the stock-out ratio is in these countries. Continue reading

19-05-2017 - Otto Group’s ecommerce revenue increases to €7 billion

The Otto Group saw its revenue increase by 3.4 percent during the 2016/2017 financial year. The turnover is now worth 12.5 billion euros, while the German retailer saw its EBITDA increase to 730 million euros, the highest level for many years. Continue reading

04-05-2017 - Mcommerce in Germany finally becomes mainstream

It looks like mcommerce in Germany is finally catching up. Although the usage of mobile devices for buying online and paying in-store in Germany is still lagging behind other big ecommerce countries, predictions look hopeful. In Germany, 29 million mobile users will buy online via a mobile device at least Continue reading Continue reading

04-05-2017 - Otto lets customers filter product reviews

Otto has introduced a new feature on its ecommerce website. The German online retailer now offers customers the opportunity to filter the most important aspects from product reviews on Otto.de. Consumers now have better access to information from the countless reviews on the website. Continue reading

28-04-2017 - Purchase on account is payment method with highest revenue in Germany

German consumers still like to pay for their online purchases only after they have received the goods. Most online retailers adapt to this, even when they offer payment by e-wallet or credit card in the first place. Purchase on account has further strengthened its leading position as the most revenue-intensive Continue reading Continue reading

26-04-2017 - Lengow opens its doors to the B2B market

Ecommerce automation platform Lengow has opened its door to the business-to-business market with its integration of Amazon Business in the UK and Germany and Cdiscount Pro in France. With the integration, business sellers now have access to the three largest ecommerce markets in Europe. Continue reading

24-04-2017 - Otto will offer ecommerce training course in 2018

Next year, it will be possible to follow a training course in Germany in order to become an online retailer. The Otto Group, with companies such as Baur, Bonprix and Otto, is behind the initiative that should lead to more professional German online retailers in the coming years. Continue reading

19-04-2017 - German ecommerce company Otto uses AI to reduce returns

Otto, the major German ecommerce company, is using artificial intelligence, with an algorithm originally designed for experiments at the CERN laboratory, to improve its online activities. Thanks to the technology, Otto has managed to drastically decline its returns. Continue reading


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