Describes what a company needs to know to take advantage of e-commerce in the local market and covers prominent B2B websites.
German consumers are rather risk-averse and expect high quality products. Websites and online stores are expected to be in German language.
The most popular products purchased online include clothing, electronics, household appliances and furniture. It is further expected that toys and “Do it Yourself” (DIY) products as well as food and drugstore products will play an increasingly crucial role by 2025. The smartphone penetration in Germany lies at 80 percent with a social media penetration of 53 percent. The role of social media platforms such as Facebook, YouTube or Instagram continues to be of high importance.
Popular e-Commerce Sites
The most popular online retailers in Germany in 2020 were amazon.de (revenue of USD 16.2 billion), otto.de (USD 5.4 billion), zalando.de (USD 2.3 billion), mediamarkt.de (USD 1.8 billion), and lidl.de (USD 1.2 billion).
Most German online stores accept PayPal and credit cards as payment methods. Many websites also accept bank transfers or invoice/buy now, pay later. Online customers have the right to cancel orders and return goods or services within 14 days, for any reason and with no justification. As a result, Germany is known for its high return rate, particularly in the fashion industry.
The strong e-commerce market in Germany can be attributed to the considerable proportion of the population who owns smartphones (80 percent). In 2020, 54 percent of online purchases were made via smartphone. This growth is likely to continue as retailers improve their mobile websites and provide more convenient ways of shopping on mobile devices.