Table of Contents
Executive Summary
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- The market environment
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- Figure 2: Europe: Broadband penetration, 2014 (As % all households)
- Figure 3: Europe: Numbers saying they have bought online in the last year, 2014
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- Figure 4: Europe: Devices used to shop online in last 12 months, May 2015
- Market size and forecast
- Leading online retailers
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- Figure 5: Germany: Leading online retailers, market shares, 2014
- The consumer: Shopping online by device used
- The consumer: Where they shop online
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- Figure 6: Germany: Websites used for online shopping in the last 12 months, May 2015
- The consumer: Online shopping habits and attitudes
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- Figure 7: Germany: The consumer: Attitudes to online shopping, % agreeing, May 2015
- What we think
Issues and Insights
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- Is it time for an online food market to develop in Germany?
- The facts
- The implications
- Pureplayers – multichannel – where next?
- The facts
- The implications
The Market Environment
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- Key points
- Broadband connections reach 87% of households
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- Figure 8: Europe: Broadband penetration, 2014 (As % all households)
- Figure 9: Germany: Broadband penetration, 2007-14 (As % all households)
- Device access
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- Figure 10: Europe: Technology products personally owned, January 2015
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- Figure 11: Europe: Devices used to access the internet in the last three months, January 2015
- Online shopping levels: 82% have bought online
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- Figure 12: Europe: Numbers saying they have bought online in the last year, 2014
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- Figure 13: Germany: Devices used to shop online in last 12 months, May 2015
- Figure 14: Europe: Devices used to shop online in last 12 months, May 2015
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- Figure 15: Europe: Numbers saying they have bought online in the last year, 2014
- Figure 16: Germany: Numbers saying they have bought online in the last year, 2007-14
- Online shopping: what they bought
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- Figure 17: Germany: Products bought online, 2014
Market Size and Forecast
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- Key points
- 2014 economic growth
- Online still vibrant, but growth slightly slowing
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- Figure 18: Germany: Online sales (incl. Vat), 2010-2014
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- Figure 19: Germany: Forecast online sales, 2015-20
- Segmentation
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- Figure 20: Germany: Online sales by type of retailer, 2014
- Figure 21: Germany: Online sales by category, 2014
- Electricals
- Clothing & footwear
- Food/grocery
- DIY
Leading Online Retailers
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- Key points
- Amazon leads
- Zalando
- Media Saturn waking up
- Online food retailers
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- Figure 22: Germany: Leading grocers’ online offers, July 2015
- Leading retailers by sales
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- Figure 23: Germany: Leading online retailers by sales (excl, VAT) (part estimated), 2012-2014
- Leading retail sites by visitor numbers
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- Figure 24: Germany – Leading retail websites, by visitor numbers, September 2014
Leading Online Retailers – Market Shares
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- Figure 25: Germany: Leading online retailers, market shares, 2014
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The Consumer – Shopping Online by Device Used
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- Key points
- What we asked
- Laptops and PCs most popular
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- Figure 26: Germany: The consumer: Devices used to shop online in last 12 months, May 2015
- Men more likely to shop online and to use mobile devices
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- Figure 27: Germany: The consumer: Devices used to buy products online in the last 12 months by gender, May 2015
- Younger people use mobile devices most
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- Figure 28: Germany: The consumer: Devices used to buy products online in the last 12 months by age, May 2015
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- Figure 29: Germany: The consumer: Profile of online buyers by device used, May 2015
The Consumer – Where They Buy Online
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- Key points
- What we asked
- Amazon leads
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- Figure 30: Germany: Websites used for online shopping in the last 12 months, May 2015
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- Figure 31: Germany: Websites used for online shopping in the last 12 months, by gender, May 2015
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- Figure 32: Germany: The consumer: Leading online retailers: profile of shoppers, May 2015
The Consumer – Online Shopping Habits and Attitudes
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- Key points
- What we asked
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- Figure 33: Germany: The consumer: Attitudes to online shopping, % agreeing, May 2015
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- Figure 34: Germany: The consumer: Attitudes to online shopping: profile of shoppers, May 2015
Amazon.com
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- What we think
- Strategy
- Profitability
- Making the most of online
- Company background
- Company performance
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- Figure 35: Amazon.com Inc: Group financial performance, 2010-14
- Retail offering
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- Figure 36: Amazon UK: Estimated sales mix, 2014
- Figure 37: Amazon: Product mix by item count, 2015
Media Markt/Saturn
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- What we think
- Catching up on e-commerce
- Dominant in Germany
- Company background
- Company performance
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- Figure 38: Media Markt/Saturn: Group financial performance, 2009/10-2013/14
- Figure 39: Media Markt/Saturn: Outlet data, 2009/10-2013/14
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- Innovation at its core
- Transformation of 3SI
- Russian troubles
- Company background
- Company performance
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- Figure 40: Otto Group (multichannel retail): Group sales performance 2010/11-2014/15
- Retail offering
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- Figure 41: Otto group main brands, June 2015
Zalando
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- What we think
- Successful IPO
- Technology at its heart
- Underwhelming expansion in the UK
- Company background
- Company performance
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- Figure 42: Zalando: Group financial performance, 2010-14
- Q1 2015 results
- Retail offering
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