Stronger growth is anticipated for retail e-commerce in Germany over the forecast period, following a rather sluggish performance in 2023 and 2024. Efforts are being directed towards enhancing the customer experience.
While competitors such as Shein and Temu Marketplace are poised for further growth in Germany over the forecast period, largely due to their appeal to price-sensitive consumers, brand awareness and trust will continue to play a crucial role in the market and might become a challenge over the long term. Established retailers such as Amazon and Otto are likely to remain among the leading e-commerce players.
Retail e-commerce services are set to be enhanced over the forecast period. Solutions such as drive-in stations in stores, as well as the expansion of packing stations, are set to facilitate online purchases for consumers by offering even greater convenience, therefore benefiting the channel.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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