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E-commerce in Germany - statistics & facts

E-commerce is an indispensable part of the German retail framework. General definitions of e-commerce can be summed up as follows: selling and purchasing goods and services via the internet. B2C e-commerce is an area experiencing explosive levels of growth year after year. While in the beginning of the twenty first century B2C online revenue in Germany grew from one to three million euros, by 2020 figures neared 73 billion euros. Forecasts predict that revenue will remain stable in the following years. The leading online shops in Germany make up around 40 percent of the revenue share in total German e-commerce revenue.

German consumers certainly love shopping online and the statistics reflect this. In first place among German online retailers, based on revenue, is, followed by, which sells fashion, furniture and consumer electronics. Fashion retailer concludes the top three. In 2020, 315 million packages received after online orders were returned by customers in Germany.

With the rise of mobile devices on offer and their subsequent widespread use, plus increasing Wifi coverage in public spaces, online shopping is no longer restricted to just the PC at home. When German consumers do shop on their smartphone, for example, the majority tend to buy clothing or shoes, books, as well as train or plane tickets. The most popular online payment method in Germany was by bank transfer.

Forecasts on revenue development in German e-commerce broken down by segment are optimistic, especially for fashion products, as well as electronics and media.


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