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

10-10-2017 - Sloggi launches online shop in Europe

Sloggi, the underwear brand from Triumph, is now presenting itself completely independently online and has launched an online shop in Germany, the United Kingdom, Austria and France. By the end of the year, Sloggi also wants to have online stores in seven more countries throughout Europe. Continue reading

27-09-2017 - German insurer HUK-Coburg leaves all comparison websites

HUK-Coburg, the largest insurer of private households in Germany, will no longer list themselves on online comparison websites. Instead of paying high fees, it would make more sense to give customers more favorable offers, the car insurance company explains. Continue reading

26-09-2017 - Shop Apotheke Europe acquires Europa Apotheek

Shop Apotheke Europe has acquired mail-order pharmacy Europa Apotheek. Through this acquisition, Shop Apotheke wants to strengthen its European market leadership. The combination of prescription-free and prescription drugs is expected to create the largest and fastest-growing integrated online pharmacy of Europe. Continue reading

20-09-2017 - Online supermarket myEnso lets customers decide

MyEnso is a new online marketplace for food in Germany and wants to do things totally different than established parties. The most important part of the company’s vision is the customer focus. With myEnso, only the consumer decides on innovation, product listing or service offerings. Continue reading

18-09-2017 - ‘Amazon wants to acquire Shop Apotheke’

Amazon wants to enter the pharmacy market in Germany. According to trade publication Aphoteke Adhoc, Amazon wants to take over market leader Shop Apotheke. But this online retailer has clarified that currently there are not talks or negotiations with Amazon. Continue reading

12-09-2017 - Amazon, Otto and Zalando dominate ecommerce in Germany

Amazon, Otto and Zalando dominate the online retail industry of Germany. Together, these three companies account for about 44 percent of total sales from the top 100 ecommerce players in Germany. Continue reading

04-09-2017 - Otto offers next day delivery service for free

Online retailer Otto has further expanded its delivery service. Customers who place an order before 8 PM can have their order delivered to them for free the very next day. The next day delivery service is effective immediately for over 12,000 products. Continue reading

29-08-2017 - Ecommerce accounts for 14% of total sales Douglas

During the first nine months of this year, the German perfume retailer Douglas saw its ecommerce sales increase by 17.8 percent compared to the same period last year. The online segment of Douglas is now worth 303 million euros and it accounts for 14 percent of the company’s total sales. Continue reading

24-08-2017 - Prisync 100 Index: France has highest online prices

When an online basket was filled with 39 popular summer products in six countries across Europe, the ecommerce industry in France happened to have the highest prices. This ‘summer basket’ however is most expensive for consumers in Spain, as they have the lowest gross domestic product per capita among these Continue reading Continue reading

22-08-2017 - Aldi expands online offer with video games

Aldi has further expanded its online offer. The German discounter already sold e-books and music online, but now it also sells video games, which can be played on PC, Mac, PlayStation or Xbox, via its online store in Germany. Continue reading


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