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Introducing the German Ecommerce Market

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Introduction to the German Ecommerce Market by Corinna Merbitz from Händlerbund.

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Introducing the German Ecommerce Market

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  2. 2. 2www.haendlerbund.de Our Mission The professionalisation of our members. We have created a Europe-wide network of over 70,000 members, partners, experts, service providers, associations, supporters... Händlerbund - The 360° E-commerce Network.
  3. 3. NETWORK.A E-COMMERCE CAMPUS NEWS CUSTOMER SERVICE PUBLIC AFFAIRSTRUSTLEGAL 3www.haendlerbund.de E-COMMERCE LAB
  4. 4. 5www.haendlerbund.de General numbers ● 2nd biggest e-commerce market in Europe ● 82 million inhabitants ● 82 % of internet users are online buyers ● B2C e-commerce turnover in 2016: 44.2 billion EUR ● sales of goods in 2016: 52.7 billion EUR Top 5 online shops in 2016 with highest turnover: ○ Amazon ○ Otto ○ Zalando ○ Notebooksbilliger ○ Bonprix
  5. 5. 6www.haendlerbund.de Nature of customers ● 40 % shop online, 60 % shop in traditional retail ● 24 to 44-year-old most active in online shopping ● 28 % already ordered food online ● Medications are increasingly ordered online Purchase decisions: ○ reviews from other buyers ○ price comparison ○ personal recommendations ● 30 % inform offline before buying online ● customers recognize reputable online retailers by provided payment options, shipping and return conditions and online reviews
  6. 6. 7www.haendlerbund.de Mobile Commerce & Social Media M-Commerce ● Sales via m-commerce increased in 2016: ○ PC +8 % ○ smartphone +39.5 % ○ tablet +53.2 % ● 69 % of mobile users also shop online Social Media ● Only one in two adults was on social networks in 2016! ● Most popular App is WhatsApp ● Facebook and Twitter are most popular social networks
  7. 7. 8www.haendlerbund.de Cross-border Commerce & Marketplaces Cross-border Commerce ● 27 % of Germans shop abroad ● Retailers expand preferably to Austria and Switzerland ● only under 60 % of retailers are active beyond German-speaking borders Marketplaces ● Awareness of name, legal security and trust ● Most important MPs are: ○ Amazon ○ eBay ○ daWanda ○ etsy ○ Allyouneed
  8. 8. 9www.haendlerbund.de Payment “Classic” payment options: ● purchase on account ● direct debit ● prepayment ● cash on delivery ● credit card Increasing online payment options: ● Klarna ● PayPal ● Wirecard ● Paydirekt ● Sofortüberweisung ● Wallets ● ...
  9. 9. 10www.haendlerbund.de Logistics Most important service providers are: ● Deutsche Post DHL ● Hermes ● UPS ● DPD Customer expectations: ● fast, predictable and cost-effective delivery ● fast shipping ● tracking ● free returns, easy to handle
  10. 10. 11www.haendlerbund.de Country Specifics When in Rome, do as the Romans do ;-) ● German language is still indispensable ● High expectations in customer service ● Trust and security - important factors for online shopping ● Data protection
  11. 11. 1212 12www.haendlerbund.de Your contact person: Corinna Merbitz International Business Development Arcus Park Torgauer Straße 233 04347 Leipzig Tel.: +49 (0) 341 92 65 90 info@haendlerbund.de
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