1. Germany B2C E-Commerce Report 2011
August 2011
Provided by
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
e
m merc
E-Co
y B2C
Ge rman 11
rt 20
Repo
August 2011
Publication Date
August 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
71
Covered Countries
Germany
Price
Single User License: € 1,450 (excl. VAT)
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2. Germany B2C E-Commerce Report 2011
Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players
• Germany has the largest online population in the EU, as there were more than 50 million German Internet
users in late 2010.
• The share of Internet pure players on total distance sales in Germany is projected to increase to more than
one quarter in 2015.
• “Clothes, Sports Goods” were the most popular product category in German B2C E-Commerce in 2010, follo
wed by “Books/Magazines/E-Learning Material”, “Films/Music”, and “Household Goods”.
• In 2010, Amazon was the online shop with the highest number of online shoppers, followed by market place
eBay. Weltbild.de ranked third, followed by Otto.de and Tchibo.de.
• Brands4friends.de, Limango.de and Zalando-lounge.de are among the leading shopping clubs in Germany.
• Groupon.de, DailyDeal.de and CooleDeals.de are the leaders of the German market for group shopping sites
in 2011.
Company and Product Information
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3. Germany B2C E-Commerce Report 2011
Table of Contents
1. Trends 5. Users / Shoppers
• B2C E-Commerce Trends in Germany; including Sales, • Development of Internet Users (millions) and its Per-
in GBP billion, 2010-2011f centage of Country Population in Germany,2001-2011
• E-Commerce Payment Trends; incl. average • Development of Internet Users (millions) and its
Transaction Value in Germany, in EUR, 2009-2010 Percentage of Country Population in Germany, 2009-
• B2C E-Commerce and Distance Sales by Sales 2015f
Channel in Germany, in EUR billion, 2009-2015f • Individuals in Europe using the Internet, by Country
incl. Germany, in %, 2008-2010
• Share of People who use the Internet to research for
Products in Germany, by Frequency and by Category, • Internet and Broadband Household Penetration by
in %, 2010 Country incl. Germany, by Households, in %, 2008-
2010
• Reasons to research for Products Online in Germany,
in %, 2010 • Total Broadband Subscribers in Germany, compared
to USA and the OECD Average, 2006-2010
• Ways to search for Product Information Online in
• Total Broadband Subscribers per 100 Inhabitants in
Germany, in %, 2010
Germany, comp. to USA and OECD Avrage,2006-2010
• Payment Methods offered in Online Shops in
• Broadband Subscribers in Germany, by Access Tech-
Germany, in %, October 2010 nology, compared to the OECD Average in %, 2010
• Share of Returns of German Online Retailers, in %, • Development of Online Shoppers in Germany, in
2010 millions, 2005-2010
• Market Share of Postal Companies regarding Online • Share of Internet Shoppers in Germany, compared to
Shops in Germany, in %, 2010 the EU27 Average, in %, 2005-2010
• Offered Online Shop Features in Germany, in %, • EU Comparison of Online Shopper Penetration, in %
October 2010 of Population, 2010
• E-Book Market Trends in Germany, 2011 • Internet Shoppers in Germany by Age Groups, in %,
• Market Share of Offline Bookstores vs. Online 2010
Bookstores in Germany, in %, 2007-2010 • Penetration of Online Shoppers in Germany, by Age
Group and Gender, in % of Population, 2010
• Usage of Social Commerce Features in Germany, in
%, October 2010
6. Players
• Internet Usage Trends in Germany, 2010/2011
• Mobile Internet Access Penetration in Europe incl. • Leading Shopping Sites in Germany, by Online Sales,
Germany, by Country, in %, 2010 in EUR million, 2009
• M-Commerce Sales Outlook in Germany, in EUR • Most popular Online Shopping Websites in Germany,
billion, 2014f by Number of Online Shoppers, 2010
• Frequently Used M-Commerce Features, by • Facts about Amazon.de
Smartphone Users in %, 2010 • News about Amazon.de, 2011
• Facts about OTTO.de
2. Sales • News about OTTO.de
• Facts about Conrad.de
• Total Retail, Distance Selling and B2C E-Commerce • Facts about Neckermann.de
Sales in Germany, in EUR billion, 2006-2010
• Facts about Weltbild.de
• B2C E-Commerce Sales of Goods in Germany, in
EUR billion, 2006-2011f • Facts about Notebooksbilliger.de
• Facts about Redcoon.de
3. Shares • Facts about Buch.de, 2011
• Facts about eBay.de
• B2C E-Commerce Share on total Retail and • Usage and Market Shares of Private Shopping Clubs in
Germany, in %, 2010
Distance Sales, in %, 2006-2010
• Major Shopping Clubs in Germany, by Members and
Visitors, October 2010; Characteristics of Shopping
4. Products Club Members vs. Internet Users in Germany, in %,
2010
• Types of Goods and Services bought online in • Overview of Shopping Clubs in Germany, 2010
Germany, in %, 2010 • Sales of selected Shopping Clubs in Germany, in EUR
• Types of Goods and Services bought online in million, 2009
Germany, by Age Groups, in %, 2010 • News about Brands4friends.de, 2010
• Product Category Ranking for German B2C • Group Shopping Sites in Germany, 2011; including
E-Commerce by Online Shoppers, in million, 2010 Ranking by Unique Visitors, in thousands, June 2011
• Top 5 Product Categories ordered online in Germany, • News about DailyDeal.de, 2011
by Age Groups, in %, 2010 • News about CooleDeals.de/QypeDeals.com, 2011
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4. Germany B2C E-Commerce Report 2011
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
Furthermore, 59% of the total German population ordered goods or
services for private use online in 2010, up from 56% in 2009.
Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2005-2010
80%
70%
59%
60% 56%
52% 53%
49%
50%
42%
37% 40% Germany
40%
32% EU27
26% 30%
30%
24%
20%
10%
0%
2005 2006 2007 2008 2009 2010
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the last year
Source: Eurostat, 2011
44
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
The OTTO Group is one of the leaders in German B2C E-Commerce,
with B2C E-Commerce sales of EUR 3.1 billion in Germany in 2010/2011.
Facts about OTTO.de
Name of Company OTTO Group
Headquarters Germany
Major Online Shop www.otto.de
Company Type Multi-Channel (Stores, Catalog & Internet)
Product Range Multi-Category Retailer
B2C E-Commerce Sales in Germany,
EUR 3.1 billion
2010/2011
• Global web sales increased year over year 24.4% to
EUR 4.80 billion (USD 6.90 billion) from EUR 3.86
billion (USD 5.54 billion).
• Global catalog and store sales increased 7.4% to EUR
6.70 billion (USD 9.62 billion) from EUR 6.24 billion
(USD 8.96 billion).
• Total global sales grew 13.9% to EUR 11.5 billion
News (E-Commerce)
(USD 16.52 billion) from EUR 10.1 billion (USD 14.51
billion).
• E-commerce sales in the company’s core market of
Germany increased about 26.5% to EUR 3.1 billion
(USD 4.45 billion) from EUR 2.45 billion (USD 3.52
billion).
(May 2011)
Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations
54
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