E-commerce Germany: €103.4 billion in 2020

June 29, 2020 by
Sanne Leenders
e-commerce Germany

Germany is one of the most mature e-commerce markets in Europe. It is expected that the e-commerce in Germany will be worth €103.4 billion at the end of 2020. This is an increase of 10% compared to last year, according to RetailX. Last year, the e-commerce in Germany was worth €94 billion.

Consumer adoption in Germany has always been high. Last year, 84% of the online population has purchased a product or service online. At the end of 2020, this percentage is expected to grow with 1%. In addition, 95% of the German population is expected to be online this year.

E-commerce growth

Over the last couple of years, the e-commerce in Germany experienced a quick growth. In 2013, the e-commerce in Germany was worth only €32 billion. The biggest growth took place in the year 2017. The e-commerce grew from €44.2 billion in 2016 to €78.1 billion. Last year, the main drivers of online purchases were 'direct delivery to my home' (67%), followed by 'available round the clock' (66%), and 'more convenient way of shopping' (61%).

Devices used for online shopping

According to RetailX, laptops are the most popular devices for shopping online. 58% of online shoppers on Germany say they have used a laptop in the past year to purchase something online. In addition, 49% of online shoppers in Germany say they used a smartphone, while 42% say they used the desktop PC for online shopping. The most products which are purchased online fall within the category clothing and shoes (58%). The least products which are purchased online fall within the category groceries (18%).

Tagged with:
Top crossmenu

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close