Annual and Christmas season online retail sales in Germany 2005-2020

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Published by Evgenia Koptyug, Nov 9, 2020

Online retail sales during the Christmas trading period in Germany are forecast to hit almost 17.5 billion euros. This would be an increase on last year’s 14.7 billion euros, and a further increase on 3.9 billion euros a decade ago. The same trend for growth is visible for total online retail sales in Germany.

Booming online sales

German online retailers mostly have optimistic expectations for the Christmas trading season. In fact, 55 percent expected to generate higher sales than the year before. With good reason – German consumers list a variety of deciding factors for choosing to buy Christmas presents online. All of them echo the general appeal of online shopping: not being restricted to a potentially crowded shop, home delivery and more selection in terms of prices and products.

Online Christmas shopping

German customers fully embraced the convenience of online shopping for Christmas gifts across a wide spectrum of categories. The majority bought tickets for events online, followed by consumer electronics, as well as books and e-books. A growing share of consumers also bought Christmas trees on the internet.