The statistics are in: Germany is worth €85 billion in the e-commerce world. More and more people there are looking for goods from abroad whilst the pace-of-life there makes e-commerce all the more convenient for those busy workers or parents who just don’t have enough hours in the day to go shopping in the stationary world.

German Flag Ecommerce
© xtock /

German e-commerce is expected to be worth €93 billion by the end of this year., reporting on research done by the Ecommerce Foundation tell us that, if this happens, e-commerce in Germany will show a growth rate of 9% this year. Growth rates were higher in the past during the last few years, showing growth rates of 12% or 11%.

German E-ecommerce graph
© Händlerbund, 2017; Ecommerce Foundation, 2017

In The Top Three

Germany is ranked third in Europe, behind the United Kingdom and France, when it comes to B2C online turnover. In 2018, 79% of the total German population can be called an online shopper – a higher percentage than ever before. These online shoppers spent an average of €1,515 at e-commerce websites in 2017.

Germany’s Strong Supply Chain

The Ecommerce Foundation explains:

“Regarding infrastructure, Germany has an unbelievably sound e-commerce supply chain and has had so for several years. Ranking first in the Logistical Performance Index, Germany has been labeled as the number one in ‘efficiency of customs clearance processes, quality of trade- and transport-related infrastructure and easier quality of logistics services'.”

Online consumers in Germany like to buy books, films, music and games (47%), clothing (43%) and consumer electronics (41%). In the world of m-commerce, Germans buy books with mobile devices (61%).

Product Descriptions Key

People in Germany research products before buying. 70% said they take a look at products online before making major purchases. Therefore, the descriptions of products are quite important. This helps the consumer to choose which online shop to buy from. Also very important criteria for making the choice are shipping terms and a clear presentation.

Shopping Abroad

Last year saw a 5% increase in consumers shopping abroad. Now, that statistic is 1 in 4 consumers looking beyond Germany’s borders to find  that lower price – or simply to find products that are only available overseas.

E-wallets are the leading method of payment offered by German retailers (91.3%), credit cards came in second (90.4%), then conventional payment methods (78%) and payment by invoice brought up the rear (76%). Another interesting point is that 43% of German consumers said they never use credit cards as methods of payment.