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.

81.2 million people GDP of €3,025.9 billion
4.6% unemployed Inflation of 0.1%

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

29-03-2017 - Otto Group’s online revenue grows 10% to €7 billion

Otto Group saw its revenue increase by 5 percent and once again ecommerce was the growth driver for the international retail and services group. Online sales increased by just under 10 percent and was worth almost 7 billion euros last year. Continue reading

24-03-2017 - European lamp shop Lampenwelt receives €120 million funding, a German online lighting shop that also operates local websites in other European countries, has received a major investment of 120 million euros from venture capital firm 3i. With this money, Lampenwelt wants to expand its online lamp-selling business across Europe. Continue reading

22-03-2017 - ‘DHL will deliver food for Amazon in Germany’

DHL is said to become the exclusive logistics partner for Amazon Fresh in Germany. Next month, the German logistics company will start with delivering fresh food to Amazon customers in Berlin. After the capital, the rest of the country should follow soon. Continue reading

17-03-2017 - ‘Amazon sellers don’t have to link to ODR platform’

Linking to the Online Dispute Resolution platform, an EU solution aimed to help online shoppers settling disputes with merchants across Europe, is obliged for all online retailers in Europe. But does this also apply to for sellers on Amazon? The higher regional court in Dresden decided this isn’t the case. Continue reading

15-03-2017 - Google helps startups in Germany, Austria and Switzerland grow sales

Google has launched Google Marketing Solutions for Startups, a new centralized platform for startup companies of all sizes which gets them in touch with Google’s marketing experts. Via this platform, the search company wants to help startups in Germany, Austria and Switzerland to find new customers and grow their sales Continue reading Continue reading

13-03-2017 - Omnichannel in the European fashion industry

A new study on omnichannel in the European fashion industry shows that social media, online customer loyalty and store localization are the most common omni-channel solutions. The least common features are online order of in-store inventory with in-store pick-up by the customer, same-day delivery and shipping and in-store reservation of Continue reading Continue reading

08-03-2017 - Douglas awarded best multichannel retailer in Germany

Douglas has won an award during the annual Internet World Business Shop Awards show earlier this week. The German perfume and cosmetics retailer went home with an award for being the best multichannel retailer. Other winners are About You, Borussia Dortmund and Winekiki. Continue reading

03-03-2017 - DHL tests cargo bicycles in Germany and the Netherlands

DHL Express has launched a pilot project in Germany and the Netherlands, in which it uses cargo bicycles for inner-city deliveries. The two pilots of the City Hub concept launched in Frankfurt, Germany’s fifth largest city, and Utrecht, a major Dutch city that wants to become climate-neutral by 2030. Continue reading

24-02-2017 - Rocket Internet’s shares drop after investor halves its stake

After major investor Kinnevik sold half of its stake in Rocket Internet, shares in the German ecommerce company fell 14 percent on Thursday. The day before, the Swedish investor sold a 6.6 percent stake in Rocket Internet. Continue reading

24-02-2017 - Otto Group’s ecommerce revenue will grow to €7 billion

The Otto Group will raise its ecommerce revenues to almost 7 billion euros in the current financial year. The online retail and services business of the German company grew 615 million euros, which corresponds to a 10 percent growth. Continue reading

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Page contributors

Richard van Welie
Chief Editor
Ecommerce Foundation
Jorij Abraham
Managing Director

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