Want insights on the performance of D2C, eCommerce brands in the US & India during COVID lockdowns?
Visit Our Markets Data

Germany: B2C eCommerce Market Size

Harshinii Rammesh
Harshinii Rammesh
May 14, 2019
Min Read

This blog by PipeCandy is focused on estimating the B2C eCommerce market size in Germany. We analyzed the factors driving the growth of eCommerce in Germany, estimated the TAM and then visualized the TAM by important retail parameters such as Web Sales, Product Categories, and Traffic. Germany is the second major eCommerce market in Europe, next to the UK and followed by France. Together, they contribute more than two-thirds of Europe’s eCommerce turnover. Major retail&eCommerce companies (by internet sales) are Amazon.de, Otto, Zalando, Notebooksbilliger, Mediamarkt, Lidl, Bonprix, Cyberport and Conrad. These companies together account for nearly 50% of Germany’s B2C ecommerce turnover with Amazon taking the lead. Internet purchases as a percentage of all retail sales in Germany have seen steady growth over the last decade climbing from 7.2% in 2008 to 13.8% in 2018. The growth rate of e-commerce, however, has slowed down over the years, from about 40% in 2013 to 10% in 2018. Apart from the general slowdown, there’s the possibility of Brexit affecting the current retail and e-commerce landscape in the UK and Germany.

Market Size and TAM

The German retail market was worth an estimated 414 Billion Euros in 2016. Two years on, this figure has risen to 471 Billion Euros in 2018, of which B2C ecommerce accounted for about 13.8% or 65 Billion Euros. Within the B2C segment, online Marketplaces formed the largest distribution channel, accounting for 30.62 Billion Euros. Based on PipeCandy’s secondary research and analysis of sample proprietary data, we estimate that there are about 350,000 retailers and 63,000 eCommerce companies in Germany. Of the 63,000, about 40,000 are B2C eCommerce companies selling physical goods. In the forthcoming sections of this blog, we profile these 40,000 companies by the Online Sales, Product Categories and Traffic.

Online sales distribution in Germany

There are only a handful of eCommerce companies that make more than 5M in online sales. 87% of all ecommerce companies in Germany are either emerging companies or retail companies that are yet to become sophisticated in their eCommerce initiatives.

How is Germany’s eCommerce market distributed by product category?

Consumer Electronics (27%) emerges as the leading product category among Germans, followed by Apparel & Fashion (25%) Sporting Goods (16%), Health & Fitness (8%), Food & Beverage (7%) and General Merchandise (5%).

How is Germany’s eCommerce market distributed by traffic sessions?

The TAM distribution by traffic sessions mirrors the long-tail nature of the German eCommerce market. Nearly 70% of eCommerce websites in Germany clock 100,000 or fewer sessions A few examples of companies with monthly sessions greater than 1 million are Zalando, Notebooksbilliger, Mediamarkt, and Lidl.

Miscellaneous Trends:Average Order Value:

Germany’s demography is almost evenly split between Men and Women. The biggest segment of the population is the 15-54 age group, that accounts for about 50.54% of the population. The average order value or AOV, of transactions in Germany, is an estimated 138 Euros.

Payment preferences:

90% of shoppers seem to opt to pay via Wallets like PayPal, which emerges as the most popular mode of payment, followed by Credit/Debit cards and Invoices. The desire for security and convenience appears to be driving uptake of these well-established payment methods.

Conclusion:

Brexit’s impact on the German eCommerce market

The UK is currently Germany’s third-biggest trading partner, according to the German Economic Institute (IW) and 5% of Germany's GDP is linked to trade with the UK. As far as B2C eCommerce is concerned, the UK accounts for 29% of all cross-border parcels purchased by German shoppers only next to China (44%).Although Germany’s overall cross-border purchase rate is only about 6%, Brexit could pose rough headwinds for Germany’s cross-border commerce. In the event of a Hard Brexit, we expect there to be an overall slowdown in cross-border trade, resulting in extended delivery times and return times on both sides of the border.Merchants that have been majorly focused on domestic trade will see little to no impact but those relying on revenue from the UK will find it hard to sustain. On the bright side, however, within Europe, we may see German, French and Dutch merchants beginning to compete for the void left by the UK, and shoppers in Europe will purchase more from these countries.While these are a few possible scenarios that could play out, the exact impact will depend on whether the UK reaches some kind of a trade agreement with Europe before the May 22nd deadline, that retains its access to the single market and does not disrupt cross-border commerce operations significantly. The chances of such a deal playing out, however, based on recent events seem extremely bleak. Download free market research reports like this. We value your feedback, let us know if there are any suggestions/corrections below. For customized market research report reach out to us at [email protected] 🙂   Ex:


Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector

The holy grail of predictable demand generation

Build surgically precise lead lists of your ideal eCommerce customers
Start Free Trial
Firehose

Closed lost? Not really.

Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
Start Free Trial
Researcher

The gold standard of eCommerce market size estimates

We hand-count & research every active eCommerce company. Know your true TAM.
Start Free Trial

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Get PipeCandy essays straight to your inbox.

Every week we send out tidbits that capture the eCommerce industry and its evolution, right to your inbox. It's free. No spam. Choose to opt-out whenever.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
hm.com
HQ Location: Beaverton, Oregon, United States Of America, 97005
hm.com, operated by H & M Hennes & Mauritz AB, is an internationally-focused online store that generates eCommerce net sales primarily in Germany as well as in the United States and the United Kingdom. With regards to the product range, hm.com achieves the greatest part of its eCommerce net sales in the “Fashion” category.
Web Sales
Order Volume
Commercepedia Maturity Score
Record Coverage
High
Category
Arts and Entertainment, Business and Consumer Services, Business and Industrial, Consumer Electronics, Health and Fitness
Sub Category
Arts and Entertainment, Business and Industrial, Office Supplies and Stationery, Technology and Computing
hm.com funding details
Total venture and debt funding raised by hm.com from accredited investors.
View full report
The most accurate online retailers dataset curated by algorithms & analysts
The most accurate online retailers dataset curated by algorithms & analysts
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
prospector-img
sm-logo
Firehose
Closed lost? Not really.
Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
firehose-img
sm-logo
Researcher
The gold standard of eCommerce market size estimates
We hand-count & research every active eCommerce company. Know your true TAM.
Researcher-img
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID – a data-driven report
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth. A perspective from early days of DTC
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID – a data-driven report
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth. A perspective from early days of DTC
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
Qualification Criteria
Technology Catogories
30 of 30 Catogories Selected
Website Technologies
6 of 1.5K Web Tech Selected
Product Category
Fashion & Apparel & 1K more
Product Sub Categories
Accessories, Babywear & 1k more
Web Traffic Rank
<1M, 1M-5M, 10M-25M & 9 more
Web Sales
<$1M, $1M-$5M, $10M... & 9 more
Countries
USA, Canada, UK & 192 more
States
California, Florida & 748 more
Customer Type
B2B, B2C, B2G, C2C
Physical Store
Choose Option
Own Brand
Choose Option
Business Tags
Subscription, DTC & & 500 more
Monthly Unique Visitors
$0 - $10B
Monthly Shipping Volume
<100, 100-500 & 5 more
Payment Partnerships
Alipay, Vantiv CNP & 2k more
Logistics Partnerships
UPS, FedEx, DHL & 2k more
Technology Catogories
Content Delivery
or
Content Management
or
CRM
or
Website Technologies
Azure Edge
or
CloudFront
or
Turn
or
DemDex
Apply Criteria
Let's Get Started!
Narrow down your keyword search using 'Commercepedia Keyword Search' on Top
Find a comprehensive list of eCommerce companies & DTC brands using 'Filters'
Powered by PipeCandy's Proprietary Online Merchant Graph!
Slice & Dice
D2C companies based on attributes made possible for the first time with Commercepedia
Advanced Search
This is some text inside of a div block.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Filter by Sub-categories
Reset All
314
314
314
314
314
Filter by Annual Revenue (USD)
110
410
124
45
15
HQ Location
15
15
15
15