Fast facts:

eCommerce in Germany

Germany stands as a powerhouse in the European eCommerce landscape, marked by its dynamic market and tech-savvy consumer base. As the largest economy in the European Union, Germany’s eCommerce sector continues to grow and innovate, driven by a blend of traditional retail strengths and cutting-edge digital advancements.

Berlin, the largest city in the EU, not only serves as the political and cultural heart of Germany, but also a significant hub for eCommerce. With over 3.7 million inhabitants, Berlin’s size and connectivity, boasting more bridges than Venice, highlights its importance in the digital economy.

Germany’s eCommerce sector is a thriving ecosystem driven by high internet penetration, significant consumer spending, and the dominance of key players such as Amazon.

Population:

83.28 million

Internet users:

85%

Average annual salary:

€49,260

Average annual spend:

€2,088

German B2C e-commerce in 2022:

€84.5 billion in revenue

Sources: Datareportal, Statista, Expatica, Deutschepost, Taxology

Top Shopping Categories in Germany

Clothing

Shoes

Books, movies, music & games

Health products

Cosmetics

Consumer electronics (TV/smartphones)

Pet products

Household appliances

Accessories

Food & beverages (excl. restaurant delivery)

Top Online Marketplaces:

Did you know?

93% of German consumers have shopped online in the last year
66% of online shoppers say they have used their phone to make purchases
Amazon.de dominates Germany’s eCommerce industry, with exceptional eCommerce net sales of US$18,556 million annually.

Eco-Conscious Consumers

According to a Trusted Shops survey, 86% of customers prefer to use carbon neutral services.
One in five shoppers in Germany said they would pay extra for greener shipping.
Avocadostore.de is currently the largest “green” marketplace in the German eCommerce market which is visited by over a million users per month.

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https://www.cactuslanguage.com/interesting-country-facts/10-germany-facts/
https://taxology.co/blog/german-e-commerce-market/#:~:text=5%2C000%20such%20locations.-,Value%20of%20the%20German%20E%2Dcommerce%20Market,84.5%20billion%20euros%20in%20revenue.
https://www.deutschepost.com/en/business-customers/packet/ecommerce.html#:~:text=Absolutely.,Germany%20shop%20online%20every%20week.
https://www.expatica.com/de/working/employment-law/germany-minimum-wage-995112/
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https://www.mergado.com/blog/sustainability-german-ecommerce#:~:text=Environmental%20friendliness%20and%20ecology%20take,a%20substantially%20large%20carbon%20footprint.
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