Germany B2C E-Commerce Sales Forecasts: 2017 to 2021

  • ID: 4433217
  • Report
  • Region: Germany
  • 27 pages
  • yStats GmbH & Co. KG
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Mobile Shopping Leads Growth of Online Retail in Germany, says New Report

The percentage of Internet users in Germany that make online purchases has stabilized near 75%, an indication of the maturity of the online shopping practice in the country, the fifth largest in the world. B2C E-Commerce is expected to account for around 10% of retail sales in Germany in 2017, and this percentage of the total is projected to grow incrementally over the next few years, as traditional retail sales increase at a much lower rate, according to the sources cited in this report.

Sales through mobile connections to the web are predicted to lead online retail growth. Mobile devices facilitate omnichannel shopping behaviors such as “showrooming.” The publication cites reports pointing out that more than one in ten online purchases is preceded by a visit to a physical store. This practice suggests that multi-channel merchants are well positioned to benefit from the continued trend toward E-Commerce, yet online retailers, led by Amazon.de, continue to dominate.

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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1. Management Summary

2. 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

3. 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

4. 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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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 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 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.

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