How German consumers shop online

 

Germany is the powerhouse of the EU economy. With a GDP of 4,470 billion euros, the country is the largest European economy and the third-largest in the world behind the US and China. Industry accounts for around 26% of all economic output, while services take up the majority, 70% of that figure.

 

With numbers such as these, it’s no wonder that German e-Commerce is a force to be reckoned with.

 

 

The digital landscape of Germany

The population of Germany is currently at 83.6 million, making it the most populous country in the EU.

 

Online penetration is at 93.5%, while 77.1% of inhabitants have social media accounts. Individual cell phone registrations amount to 110 million, which is 131% of the population. This figure indicates that some people have more than one cell phone, and the number includes all services (e.g., text or call only as well), not only smartphones with internet access.

 

 

Illustration of a young woman using her cell phone in front of the Brandenburg Gate in Berlin

 

 

The German e-Commerce market is currently valued at $113.95 billion and projected to reach $159.26 billion by 2031, which translates to a 6.93% annual growth.

 

Around 62 million people, or 85% of the population, shop online, spending approximately 2,088 euros per year on e-Commerce purchases. Moreover, 42% of the population buy something online at least once a week. One in three consumers even engage in cross-border online shopping, buying products from sellers located in another EU country. When we look at people below the age of 49, that number grows to two in three.

 

| German online shoppers spend about €2,088 annually on purchases

 

Mobile-first commerce is one of the most important trends currently viewed in Germany. 63.17% of consumers reach for their cell phones when shopping online, representing an annual growth of 7.01%, which is slightly higher than the general growth of German e-Commerce. This means that brands and sellers need to optimize their webshops for smart devices as well, and ensure a smooth transition between digital access points.

 

 

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Purchasing behavior of German consumers

Several large e-Commerce platforms are active in Germany, making the market highly competitive. The two biggest players are currently Amazon.de and eBay.de, the German iterations of the well-known global marketplaces.

 

 

Timestamped screenshot of the homepage of amazon.de taken with our Google Chrome extension screenseal

 

 

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However, despite the success of international names, domestic platforms can’t be ignored either. Shopping-catalogue-turned-online-marketplace Otto.de comes in third in the overall ranking, while hybrid Kaufland and fashion-oriented Zalando are both important players in German e-Commerce.

 

Discover OTTO, Germany’s favorite domestic e-Commerce platform!

 

As Quick Commerce gains popularity in the country, smaller marketplaces also have a chance to shine. A beloved domestic platform, for example, is Hood, a marketplace that aids German small and medium enterprises in entering e-Commerce.

 

Currently, clothing and fashion are the products most often purchased online in Germany, followed by shoes, books, games, beauty and health products, electronics, household appliances, furniture and decor items, as well as gardening and DIY equipment.

 

When considering a purchase, German consumers value trust, transparency and reliability above other criteria. Online shoppers are often deterred by hidden costs appearing in their cart, unclear shipping and returns terms, and large amounts of suspiciously glowing reviews. Price is also another important factor, which is why consumers often pull up price comparison sites before choosing a seller.

 

In line with global trends, German shoppers place an increasing importance on climate-conscious behavior. This is why second-hand commerce and recommerce are also on the rise.

 

 

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The best marketing strategies in Germany

Apart from the above-mentioned trust-building, price-consciousness, transparency, and recommerce, there are several other orientation points that can help you build a successful marketing strategy for your German customers.

 

39.6% of the population is above the age of 55. This considerable consumer group is almost equally eager to shop online as younger generations, which means that marketers should certainly cater to their specific needs to lock in this group as customers.

 

 

Illustration of a consumer from an older generation typing her credit card data into her computer

 

 

This also means making your digital content as accessible as possible—for example, with user-friendly and logical navigation, adjustable text size, and screen-reader-friendly content.

 

Given the sheer number of active social media accounts, social commerce is an important segment of e-Commerce in Germany. If you opt for this road, make sure to uphold your authenticity and brand image. Be careful when selecting your content creators, and only work with influencers who align with your brand reputation.

 

Find out all about TikTok Shop’s European entry!

 

German consumers increasingly turn to Google Maps and other local registries to find businesses. Therefore, registering the basic data of your business in these databases as well as Google Maps can help boost your consumer base and strengthen your multi- or omnichannel approach.

 

 

Brand protection in Germany

If you’re thinking of entering the German market, it’s important to register your trademarks and copyrights in Germany. This will give you the best basis for the protection of your valuable intellectual property.

 

However, registration alone does not provide active protection or monitoring to detect potential infringements. For this, you need a targeted online brand protection program.

 

Based in Germany, globaleyez offers thorough and highly tailored brand protection services for businesses large and small. Our online monitoring services detect potentially infringing content like product listings, images, ads, social media posts, domain names and even apps. Monitoring is essential for detecting infringements, as without it, fraudsters can freely infringe on your IP rights, stealing your revenue and destroying your brand’s reputation.

 

If you need more information about a seller or a specific product listing, we offer anonymous test purchases that provide a crucial insight into the identity of a vendor and the origins of a product.

 

Finally, we enforce your rights and ensure the swift removal of the infringing content from the internet.

 

Grey markets in Germany can become a problem for companies, particularly due to the growing popularity of cross-border shopping. These markets arise when genuine products are offered by unlicensed sellers or on unauthorized marketplaces. Since grey market products can generally be sourced more cheaply in lower-income markets and sold at lower prices in the target market than the authorized products, they are particularly harmful to pricing structures and the distribution network.

 

 

Conclusion

Germany is often described as the motor of the EU economy. While the market is highly competitive, making it in German e-Commerce can provide a huge boost for your business.

 

Don’t let fraudsters steal your thunder! Contact us and let’s set up a comprehensive brand protection program to safeguard your business’ IP rights in Germany and anywhere else in the world.