Ecommerce Facts & Figures of Germany
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:
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.
|80.6 million people||GDP of €3,203.8 billion|
|4.1% unemployed||Inflation of 0.5%|
|B2C Ecommerce Turnover||€73 billion|
|B2C Ecommerce growth||39%|
|Online population||71.8 million|
|Number of eShoppers||51.6 million|
|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
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:
Local ecommerce news from
| 12-12-2017 - Coolblue, Viata and Luxury for Men win Twinkle Awards
The online stores of Coolblue, Viata and Luxury for Men have been rewarded with the Twinkle Awards. Coolblue won an award for being the best omnichannel player in Belgium, while Viata went home with an award for best pure player. Luxury for Men was rewarded with an award for best Continue reading
| 12-12-2017 - Polish startup Packhelp launches more dedicated websites in Europe
Packhelp, a Polish startup that manufactures custom packaging, has launched localized versions of its ecommerce website in France, Italy, Spain and Czech Republic. The company already sells to thirty countries across Europe, but is planning to launch more localized versions for these markets.
| 11-12-2017 - 23% of German companies active in ecommerce
Around one out of four companies in Germany, 23 percent to be precise, sold their goods and/or services through a website, mobile app or electronic data interchange (EDI) in 2016. The companies that were active online with an ecommerce website or app, generated 19 percent of their revenue through these Continue reading
| 07-12-2017 - French fashion brand Céline launches ecommerce website
The French brand Céline, the only LVMH-owned fashion label without its own ecommerce business, has launched its online store. For now, the ecommerce website Celine.com is only available in France, but next year it will roll out further in Europe, the United States and, in 2019, in Japan.
| 07-12-2017 - E-commerce Berlin Expo launches awards show
Next year, the E-Commerce Berlin Expo will take place for the third time and a new segment is added to this European ecommerce event: the E-Commerce Berlin Awards. This award show will reward the best ecommerce companies in eight different categories.
| 06-12-2017 - VAT rules for online retailers simplified
The finance ministers of the European Union have agreed on simplified tax rules for online retailers. So, instead of registering for VAT in each EU country, online retailers in the future will be able to file a single tax return for the entire European Union. This should reduce costs for Continue reading
| 05-12-2017 - The top 10 online stores in Belgium
The top 10 of largest online stores in Belgium are being dominated by foreign players. The entire top five is filled with Dutch, German and American online stores. The first Belgian ecommerce company can be found on the sixth place.
| 05-12-2017 - Dutch supermarkets’ online revenue is worth €1 billion
The total online revenue of Dutch supermarkets will surpass the 1 billion euros mark this year. It’s predicted that the total revenue of supermarkets in the Netherlands will be worth 35.53 billion euros in 2017, of which 2.9 percent will happen online.
| 04-12-2017 - 363 thousand new sellers joined Amazon in Europe
So far this year, 363.439 new sellers joined Amazon marketplaces in Europe. Among new sellers on all marketplaces that Amazon has worldwide, 36.3 percent registered on Amazon in the United Kingdom, Germany, Italy, France or Spain.
| 01-12-2017 - Heal’s offers online visitors access to in-store expert
British design store Heal’s now offers its online customers access to an in-store expert on demand. Advisors who are working in one of six stores in the UK are now able to provide their expertise and advice to customers on heals.com, particularly during busy hours online and quieter hours in-store.