This document provides a summary of forecasts for Germany's B2C E-commerce sales from 2017 to 2021. It is expected that annual growth rates of online sales will be lower than previous years as the market matures. Mobile commerce is projected to maintain double-digit growth rates through 2019. While the overall market grows, market leader Amazon is expected to maintain its dominant position in online sales.

1. GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
PUBLICATION DATE: NOVEMBER 2017
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 TABLE OF CONTENTS I PAGE 5 REPORT-SPECIFIC SAMPLE CHARTS
I PAGE 6 METHODOLOGY I PAGE 7 RELATED REPORTS I PAGE 8 CLIENTS I PAGE 9-10 FREQUENTLY ASKED QUESTIONS
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Germany B2C E-Commerce Sales Forecasts: 2017 to 2021
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QUESTIONS
ANSWERED
IN THIS REPORT
What are B2C E-Commerce sales projections for Germany for 2017 and beyond?
How high is the annual growth rate of Germany’s online sales projected to be through 2022?
What predictions are made regarding B2C E-Commerce’s share of total retail sales in Germany?
What is the size of M-Commerce sales in Germany in 2017 and the forecast for 2020?
Who are the top 10 online merchants in Germany?
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RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
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GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021

3. B2C E-COMMERCE GROWTH SLOWS IN GERMANY,
BUT MOBILE SHOPPING CONTINUES TO RISE AT DOUBLE-DIGIT RATES
The B2C E-Commerce market in Germany is expected to have a lower compound
annual growth rate in the next five years compared to last year. This is the result of the
increasing maturity of the market. Three-quarters of Internet users in Germany made
purchases in 2016, showing essentially no change in penetration from 2015. In 2017, B2C E-
Commerce could account for close to 10% of overall retail sales in Germany, according to
several sources cited in the yStats.com report. Nevertheless, online shopping is projected to
remain on an expansion course, rising by at least a one-digit percentage share every year
between now and 2021.
Among the main growth drivers is mobile commerce. Mobile retail sales are
projected to maintain double-digit growth rates at least through 2019, to reach a significant
share of overall online retail. Furthermore, consumers in Germany are developing
omnichannel behaviors which are also projected to influence future E-Commerce sales
growth. As of 2017, almost one in seven purchases made online are preceded by research
in brick-and-mortar stores, a practice called “showrooming”, according to a survey cited in
the yStats.com report.
Multi-channel merchants are among the main beneficiaries of the continuing online
shopping boom in Germany due to their ability to offer customers flexible cross-channel
options. At the same time, online marketplaces still account for the largest share of E-
Commerce sales in Germany. Amazon remains the unchallenged market leader, generating
three times more online sales than the nearest competitor, even when excluding
marketplace revenues.
GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
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4. MANAGEMENT SUMMARY
MARKET OVERVIEW AND INTERNATIONAL COMPARISONS
 B2C E-Commerce Market Overview and International Comparisons, November 2017
 Germany’s Share of Global Retail E-Commerce Sales in Western Europe and Worldwide, in %, 2017f & 2021f
 M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2015 - 2020f
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2016
 B2C E-Commerce Sales by Product Category, in EUR billion, 2015 & 2016
 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
 Top 10 Online Shops, by Sales, in EUR million, 2016
OVERVIEW OF SALES AND SHARES FORECASTS
 B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
 B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
SALES FORECASTS
 B2C E-Commerce Sales, in EUR billion, 2017f & 2022f
 Retail E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
 B2C E-Commerce Sales, in EUR billion, 2015 - 2017f
 B2C E-Commerce Sales, in EUR billion, 2015 - 2017f
 B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2018f
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GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
TABLE OF CONTENTS
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GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
REPORT-SPECIFIC SAMPLE CHARTS

6. GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to ensure
validity and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR GERMANY B2C E-COMMERCE SALES FORECASTS 2017 TO 2021
Report Coverage
 This report covers the forecasts for B2C E-Commerce sales in
Germany. The report is based purely on secondary market research and
does not contain any sales forecasts produced by the report publisher.
 The forecasts cited in this report were produced by various
reputable sources and differ in definition, methodology and the time
period referenced. The sources may refer to B2C E-Commerce sales as
online retail sales, Internet retailing sales, E-Commerce sales or online
shopping/online retail GMV. Some of the sources include both B2C and
C2C sales in their sales definitions, while others excluded or did not
mention C2C in their methodology. The majority of original sources
excluded travel and other services from their definition and included M-
Commerce sales.
 Most of the forecasts were published within the previous 12
months.
Report Structure
 The report starts with the “Overview and International
Comparisons” chapter. It opens with a qualitative overview of the B2C E-
Commerce market in Germany (a text chart). The country’s shares of
global and regional retail E-Commerce sales in 2017 and 2021 are
revealed. Next, some key market characteristics, including online shopper
growth and penetration, top product categories purchased online, leading
payment methods, ranking of major online shops by sales and M-
Commerce sales forecasts are provided.
 The next chapter contains an overview of all B2C E-Commerce
sales forecasts included in this report summarized in one table, with a year
span 2016 through 2022. Within this section, the forecasts are ranked so
that the most far reaching forecasts in terms of years covered are
presented first. If forecasts from several sources end with the same year,
they are ranked by sales volume predicted for this year. Besides the sales
volumes, the table also includes the names of the respective sources,
definitions where available and CAGR for the respective time period.
 A summary of forecasts regarding the B2C E-Commerce share of
retail sales is presented next, with a year span 2016 to 2022. Not all the
years were covered by each of the sources.
 The last chapter contains charts with individual sales forecasts
from the summary table. If the source reported year-on-year growth rates
or CAGR, these numbers were included as in the source; where no growth
figures were available in the source, they were calculated from the
provided sales values.
GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
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7. UK B2C E-Commerce Sales Forecasts: 2017 to 2021
USA B2C E-Commerce Sales Forecasts: 2017 to 2021
Japan B2C E-Commerce Sales Forecasts: 2017 to 2021
China B2C E-Commerce Sales Forecasts: 2017 to 2021
Western Europe B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
Europe Online Payment Methods: First Half 2017
Europe M-Commerce 2017
Europe Cross-Border B2C E-Commerce 2017
Innovation Trends in Global Retail and Payments 2017
Global Online Payment Methods: First Half 2017
Global Mobile Payment Methods: First Half 2017
Global M-Commerce 2017
Global Digital Gaming Market 2017
Global Cross-Border B2C E-Commerce 2017
Latin America B2C E-Commerce Market 2017
Asia-Pacific B2C E-Commerce Market 2017
Southeast Asia B2C E-Commerce Market 2017
November 2017
November 2017
November 2017
November 2017
July 2017
July 2017
August 2017
June 2017
February 2017
October 2017
August 2017
August 2017
June 2017
August 2017
February 2017
October 2017
June 2017
May 2017
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GERMANY B2C E-COMMERCE SALES FORECASTS: 2017 TO 2021
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