eCommerce in Germany 2020
ecommerceDB Country Report

What's included:
- COVID-19 impact on eCommerce with selected case studies
- German online shopper analysis
- German eCommerce market and trend analysis
- Competitive landscape in Germany with a detailed top store analysis
DescriptionContentTables
The ecommerceDB Country Report ”eCommerce in Germany 2020” provides a comprehensive overview of the state of the German eCommerce market regarding consumers, markets, and its top 500 online stores in 2019. In addition, it also reflects the strong surge in growth eCommerce has experienced this year due to the COVID-19 pandemic.
It depicts significant and comprehensive data about:
- the impact of the COVID-19 pandemic on the eCommerce landscape, offering data on changes in consumer behavior and adjustments to revenue forecasts
- German online shoppers, providing detailed insights about their shopping interests, attitudes, and shopping patterns
- the German eCommerce market, including revenue developments and forecasts, insights into the net sales distribution and sales channels, and extensive KPI analyses, such as e.g. payments, shipping, and shop software
- the competitive landscape in Germany eCommerce market with key facts about the top players by German net sales in 2019, profound category analyses, and a full list of the German top 500 stores
ecommerceDB.com gives insights into more than 20,000 online stores in 50 countries, including detailed revenue analytics, competitor analyses, market development, SEA budget, and interesting KPIs.
The Statista Digital Market Outlook presents up-to-date figures on markets of the digital economy and is available for more than 150 countries.
The Statista Global Consumer Survey gives insights into the minds of more than 700,000 consumers in 55 countries. It is an international survey that covers more than 6,500 brands across 55 different countries.
Introduction
- Facts about German eCommerce
- Country snapshot: Germany
COVID-19 impact on eCommerce
- Shopping behavior shifts
- Traffic shifts
- Online purchase shifts
- Offline to online purchases
- Market impact
- Global eCommerce revenues
- German eCommerce revenues by category
- Case studies
- Amazon, Walmart, and Tesco
- Zooplus and Westwing
- Carrefour and JD.com
German consumers
- Online shopper characteristics
- User development
- Demographics
- Online behavior
- eCommerce penetration
- Interest in product categories
- Importance of product prices
- Relevance of multi-channel services
- Online shopping
- Attitudes
- Customer journey
- Purchases by category
- Comparison of devices for online purchases
- Drivers of online purchases
- Returns
The German eCommerce market
- Market size
- Revenues development
- Category split
- Category growth
- Country comparison
- Market structure
- Net sales distribution among top online stores
- Concentration development
- Online shares in selected retail markets
- Sales channel
- Internationalization of sales
- KPI analysis
- Payment analytics
- Shipping service provider
- Social media activity
- Marketplaces
- Shop software
- Marketing performance indicators
German online stores: top 500 analysis
- Top 10 online stores by net sales
- Online store comparison
- Market concentration
- Top 3 online stores
- Fashion
- Electronics & Media
- Toys, Hobby & DIY
- Furniture & Appliances
- Food & Personal Care
- Top 10 online store profiles
- Full list of the top 500
COVID-19 impact on eCommerce
- COVID-19 impact on global online traffic
- Online instead of offline purchases related to the COVID-19 pandemic
- Use of eCommerce to purchase products that were formerly purchased in physical stores
- Global eCommerce revenue forecast in billion US$ (2019-2021)
- German eCommerce revenue forecast 2020 in US$bn
- Additional growth in 2020 due to COVID-19 in %
- Case studies: Amazon, Walmart, and Tesco
- Case studies: Zooplus and Westwing
- Carrefour and JD.com
German Consumers
- Assessment of the German shopper
- Number of eCommerce users in selected countries in millions
- Online shopper characteristics: demographics - Gender
- Online shopper characteristics: demographics - Income
- Online shopper characteristics: demographics - Age
- eCommerce and internet penetration rate in 2020
- Online behavior: interest in product categories – Germany
- Online behavior: interest in product categories – United Kingdom
- Share of online shoppers who pay attention to low-priced and luxury/premium products
- Agreement with selected statements on multi-channel services
- Online shopping: attitudes – Germany
- Online shopping: attitudes – United Kingdom
- Share of German consumers who primarily search for and purchase a product online in %
- Online shopping: purchases by category – Germany
- Online shopping: purchases by category – United Kingdom
- Devices used for online purchases in 2019: Laptop
- Devices used for online purchases in 2019: Smartphone
- Devices used for online purchases in 2019: Desktop PC
- Devices used for online purchases in 2019: Tablet
- Devices used for online purchases in 2019: Smart TV
- Devices used for online purchases in 2019: Smart Speakers
- Agreement with reasons for making purchases online
- Share of online shoppers who have purchased a product online and returned it afterwards
The German eCommerce market
- Assessment of the German market
- German eCommerce revenues in billion US$ (2019-2024)
- German eCommerce revenues in billion/million US$ by category
- YoY revenue growth in %
- CAGR 2020-2024 in %
- eCommerce revenues in 2019 in billion US$
- eCommerce revenues of selected markets in billion US$, CAGR and ARPU
- German eCommerce market net sale distribution in % and net sales in billion US$ in 2019
- German eCommerce net sales in billion US$ by ranking segments (2017-2020)
- Comparison of online shares to highest and lowest shares in 2019: Fashion
- Comparison of online shares to highest and lowest shares in 2019: Consumer Electronics
- Comparison of online shares to highest and lowest shares in 2019: Furniture & Appliances
- Comparison of online shares to highest and lowest shares in 2019: Food & Personal Care
- 2019 share of online pure player in selected countries
- 2019 share of German cross-border net sales in %
- Share of the top 500 German online stores that offer at least one payment method belonging to the following categories
- Top 3 provider by payment method offered by the top 500 German online stores
- Share of top 500 German online stores that work with the following selected shipping service providers
- Share of top 500 German online stores that use social media networks
- Share of top 500 German online stores with additional amazon or eBay profile in 2020
- Distribution of selected shop software used by top 500 German online stores in 2020
- Search engine CPC in Germany in US$ in 2019
- Top 10 SEA budgets of German online stores in million US$ in 2019
- Overview of the top 500 online stores in Germany
- Net sales of the top 10 online stores in the German market in million US$ in 2019
- Cumulative market concentration of top 100 online stores in Germany in 2019
- Top 3 players by net sales in 2019: Fashion
- Top 3 players by net sales in 2019: Electronics & Media
- Top 3 players by net sales in 2019: Toys, Hobby & DIY
- Top 3 players by net sales in 2019: Furniture & Appliances
- Top 3 players by net sales in 2019: Food & Personal Care
- Net sales in the Fashion market and growth of the top Fashion online stores in 2019
- Net sales in the Electronics & Media market and growth of the top Electronics & Media online stores in 2019
- Net sales in the Toys, Hobby & DIY market and growth of the top Toys, Hobby & DIY online stores in 2019
- Net sales in the Furniture & Appliances market and growth of the top Furniture & Appliances online stores in 2019
- Net sales in the Food & Personal Care market and growth of the top Food & Personal Care online stores in 2019
- Top 10 online store Profiles
- Complete ranking of the 500 leading online stores
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