Ecommerce Facts & Figures of Germany

From EcommerceWiki

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

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12-12-2017 - Polish startup Packhelp launches more dedicated websites in Europe

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11-12-2017 - 23% of German companies active in ecommerce

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07-12-2017 - French fashion brand Céline launches ecommerce website

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07-12-2017 - E-commerce Berlin Expo launches awards show

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06-12-2017 - VAT rules for online retailers simplified

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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. Continue reading

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. Continue reading

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. Continue reading

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. Continue reading


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