Table of Contents
Executive summary
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- The market environment
- Market size and forecast
- The leading online retailers
- The consumer: Shopping online by device used
- The consumer: What they buy online
- The consumer: What would improve online shopping
- What we think
The Market Environment
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- Key points
- Online activities: 93% buy online
- Device ownership: Tablet ownership reaches 35%
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- Figure 2: Germany – Technology products in household, February 2014
- Broadband connections reach 85% of households
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- Figure 3: Germany – Percentage of households with a broadband internet connection, 2009-13
- Modest strengthening of retail sales
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- Figure 4: Germany – Annual growth in all retail sales, 2012-15
Market Size and Forecast
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- Key points
- Online set to take 10% of retail
- Sustained strong growth
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- Figure 5: Germany – Online retail sales (incl. VAT), 2009-14
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- Figure 6: Germany – Online retail sales forecasts (incl. VAT), 2014-19
- Segmentation by major categories
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- Figure 7: Germany – Online retail sales, segmentation by major categories, in % terms, 2013
- Figure 8: Germany – Estimated online retail sales, by major categories, 2013
Leading Online Retailers
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- Key points
- Pureplays are strong
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- Figure 9: Germany – Leading online retailers: net internet sales, 2012 and 2013
- Percentage of sales generated online: Rewe Group trailing
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- Figure 10: Germany – Leading online retailers: proportion of total sales generated online, 2013
- Store-based retailers slow to move online
- Recent developments
- Leading retail sites by visitor numbers
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- Figure 11: Germany – Leading retail websites, by visitor numbers, February 2014
Leading Online Retailers – Market Shares
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- Figure 12: Germany: Leading online retailers: shares of all internet retail sales, 2012/13
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The Consumer – Shopping Online by Device
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- Key points
- What we asked
- 38% buy via a mobile device
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- Figure 13: Germany – The consumer: Devices used to buy products online in the last 12 months, April 2014
- How mobile is mobile?
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- Figure 14: Germany – The consumer: Devices used to buy products online in the last 12 months, by location used, April 2014
- No surprise – mobile shoppers are younger and more affluent
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- Figure 15: Germany – The consumer: Devices used to buy products online in the last 12 months, by location used, April 2014
The Consumer – What They Buy Online
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- Key points
- What we asked
- Clothing and footwear lead
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- Figure 16: Germany – The consumer: Items bought online in the last 12 months, April 2014
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- Figure 17: Germany – The consumer: Items bought online in the last 12 months, by device used to shop, April 2014
- By average age and affluence
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- Figure 18: Germany – The consumer: Items bought online in the last 12 months, by average age/affluence, April 2014
- Grocery in context
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- Figure 19: Europe – The consumer: Proportion buying food/drink online in the last 12 months, April 2014/May 2014 (UK)
The Consumer – What Would Improve Online Shopping
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- Key points
- What we asked
- Delivery issues prominent
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- Figure 20: Germany – The consumer: Factors likely to improve the online shopping experience, April 2014
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- Figure 21: Germany – The consumer: Factors likely to improve the online shopping experience, April 2014
- What they want, crossed by what they buy
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- Figure 22: Germany – The consumer: Factors likely to improve the online shopping experience, by what they have bought online in the past 12 months, April 2014
- What they want, crossed by devices used to shop online
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- Figure 23: Germany – The consumer: Factors likely to improve the online shopping experience, by devices used to shop online in the past 12 months, April 2014
Amazon Europe
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- What we think
- Company background
- Company performance
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- Figure 24: Amazon.com Inc: Group financial performance, 2009-13
- Sales mix
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- Figure 25: Amazon Europe: Estimated composition of sales, 2013
- Mintel’s consumer research
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- Figure 26: The consumer: Percentage that bought electrical goods from Amazon in the past year, January 2014
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- Figure 27: The consumer: Percentage that bought clothing from Amazon in the past year, August 2013
- Retail offering
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- Figure 28: Number of SKUs listed on Amazon.co.uk, May 2014
eBay Inc.
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- What we think
- Company background
- Company performance
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- Figure 29: eBay Inc.: Group financial performance, 2009-13
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- Figure 30: International sales as % of eBay Inc’s total net revenues (a) / gross merchandise volumes (b)
- Figure 31: eBay Marketplaces segment: number of active users, 2009-13
- Retail offering
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- Figure 32: Number of SKUs listed on eBay.co.uk, April 2014
Media-Saturn Group (Media Markt/Saturn/Redcoon)
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- What we think
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- Figure 33: Germany – The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014
- Company background
- Company performance
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- Figure 34: Media-Saturn Group: Group financial performance, 2008/09-2012/13
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- Figure 35: Media-Saturn Group: Outlet data, 2008/09-2012/13
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- Company background
- Company performance
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- Figure 36: Otto Group (Multichannel Retail): Group financial performance, 2009-10 and 2013-14
- Retail offering
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- Figure 37: Otto group: Main European brands, June 2014
Rakuten Ichiba
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- What we think
- Company background
- Company performance
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- Figure 38: Rakuten: Gross merchandise sales, 2009-13
- Figure 39: Rakuten: Consolidated operating results by division, 2012-13
Zalando
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- What we think
- Company background
- Company performance
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- Figure 40: Zalando: Group financial performance, 2010-13
- Retail offering
Appendix – Broader Market Environment
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- Online
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- Figure 41: Europe – Percentage of households with a broadband internet connection, by country, 2009-13
- Figure 42: Europe – Percentage of all individuals accessing the internet daily, 2009-13
- Consumer confidence
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- Figure 43: Europe – Consumer confidence levels, July 2013-June 2014
- Population
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- Figure 44: Europe: Population, total and by age group, 2010
- Figure 45: Europe: Forecast population, total and by age group, 2015
- Figure 46: Europe: Forecast population, total and by age group, 2015
- Gross domestic product
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- Figure 47: Europe – Gross domestic product, at current prices, 2012 and 2013
- Figure 48: Europe – Real-terms year-on-year GDP growth, 2009-13
- Consumer spending
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- Figure 49: Europe – Consumer spending, at current prices, 2012 and 2013
- Figure 50: Europe – Real-terms year-on-year growth in consumer spending, 2009-13
- Inflation
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- Figure 51: Europe – Harmonised indices of consumer prices – annual % change, all items, 2009-13
- Interest rates
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- Figure 52: Europe – Central bank interest rates, 2009-13
Appendix – The Consumer – Germany
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- Figure 53: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Mobile total, Germany, April 2014
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- Figure 54: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Smartphone, Germany, April 2014
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- Figure 55: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Tablet, Germany, April 2014
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- Figure 56: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Laptop/desktop computer, Germany, April 2014
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- Figure 57: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Any device, Germany, April 2014
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- Figure 58: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Any device, Germany, April 2014
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- Figure 59: Factors likely to improve the online shopping experience, by other items bought online in the last 12 months – Any device, Germany, April 2014
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- Figure 60: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
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- Figure 61: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
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- Figure 62: Factors likely to improve the online shopping experience, by other items bought online in the last 12 months – Using laptop/desktop computer, Germany, April 2014
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- Figure 63: Factors likely to improve the online shopping experience, by items bought online in the last 12 months – Using smartphone device, Germany, April 2014
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- Figure 64: Devices used to buy products online in the last 12 months – Mobile total, by demographics, Germany, April 2014
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- Figure 65: Devices used to buy products online in the last 12 months – Smartphone, by demographics, Germany, April 2014
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- Figure 66: Devices used to buy products online in the last 12 months – Tablet, by demographics, Germany, April 2014
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- Figure 67: Devices used to buy products online in the last 12 months – Laptop/desktop computer, by demographics, Germany, April 2014
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- Figure 68: Most popular items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
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- Figure 69: Next most popular items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
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- Figure 70: Other items bought online in the last 12 months – Any device, by demographics, Germany, April 2014
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- Figure 71: Most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
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- Figure 72: Next most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
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- Figure 73: Other items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Germany, April 2014
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- Figure 74: Most popular items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
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- Figure 75: Next most popular items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
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- Figure 76: Other items bought online in the last 12 months – Using smartphone device, by demographics, Germany, April 2014
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- Figure 77: Most popular factors likely to improve the online shopping experience, by demographics, Germany, April 2014
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- Figure 78: Next most popular factors likely to improve the online shopping experience, by demographics, Germany, April 2014
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- Figure 79: Other factors likely to improve the online shopping experience, by demographics, Germany, April 2014
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