Table of Contents
Executive Summary
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- The market environment
- Broadband access
- Device ownership and internet access
- Online shopping
- Online sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 1: Germany: Leading online retailers, market shares, 2015
- The consumer
- How they shop online
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- Figure 2: Germany: How they shop online, May 2015/May 2016
- Where they shop online
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- Figure 3: Germany: Where they shop online, May 2016
- Attitudes to shopping online
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- Figure 4: Germany: Online shopping habits and attitudes, May 2016
- What we think
Issues and Insights
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- Is online food retailing finally gaining traction?
- The facts
- The implications
- Is faster delivery really what consumers want?
- The facts
- The implications
The Market – What You Need to Know
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- Broadband access nearing 90%
- Smartphone ownership is high
- Smartphones remained underused for shopping
- Clothing most commonly purchased
Market drivers
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- Broadband access
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- Figure 5: Europe: Broadband penetration, 2015 (as a % of all households)
- Figure 6: Germany: Broadband penetration, 2010-15 (as a % of all households)
- Device ownership and internet access
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- Figure 7: Germany: Technology products personally owned, Q1 2016
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- Figure 8: Germany: Device used to access the internet in the last 3 months, Q1 2016
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- Figure 9: Germany: Devices used to access the internet in the last 3 months, by age group, March 2016
- Online shopping
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- Figure 10: Germany: Devices used to shop online in the last 12 months, April 2016
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- Figure 11: Germany: Proportion saying they have shopped online in the last year, 2010-15
- Online shopping: What they buy
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- Figure 12: Germany: Products bought online in the last 12 months, 2010 and 2015
Sector Size and Forecast
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- Online sales
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- Figure 13: Germany: Online sales (incl. VAT), 2011-15
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- Figure 14: Germany: Online sales forecast (incl. VAT), 2016-21
- Segmentation
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- Figure 15: Germany: Online sales by category, incl. VAT, 2015
Leading Players – What You Need to Know
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- Pureplays dominate…
- ...led by Amazon
- Marketplaces
Leading Players
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- Pureplays dominate German e-commerce
- Amazon extends its dominance
- Otto.de celebrates its birthday
- Zalando growth maintained
- Media-Saturn leads on multichannel
- Marketplaces
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- Figure 16: Germany: Leading online retailers sales, 2013-15
Market Shares
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- Figure 17: Germany: Leading retailers online, market shares, 2013-15
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The Consumer – What You Need to Know
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- Smartphones growing in importance
- Amazon dominates, Media Saturn grows
- Security vs efficiency
How they shop online
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- PC/Laptops continue to dominate
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- Figure 18: Germany: How they shop online, May 2016
- Smartphones grow in importance
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- Figure 19: Germany: How they shop online, May 2015/May 2016
- Men more likely to go mobile
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- Figure 20: Germany: How they shop online, by gender, May 2016
- Smartphones favoured by the young
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- Figure 21: Germany: How they shop online, by age and average income, May 2016
- Broad appeal of PCs and laptops
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- Figure 22: Germany: Online shoppers using a PC/laptop, by age, May 2016
Where they shop online
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- Amazon in the lead
- Pureplays dominate e-commerce
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- Figure 23: Germany: Where they shop online, May 2016
- Media Saturn reaches new consumers
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- Figure 24: Germany: Where they shop online compared to last year, May 2015/May 2016
- Amazon’s appeal extends across the board
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- Figure 25: Germany: Where they shop online, by age and affluence, May 2016
Attitudes to Shopping Online
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- Security concerns dominate
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- Figure 26: Germany: Online shopping habits and attitudes, May 2016
- Unconvinced by Click & Collect
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- Figure 27: Germany: Usage of and attitudes towards grocery purchasing services: Click & Collect, Q1 2016
- Older women most concerned about security
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- Figure 28: Germany: Online shopping habits and attitudes, by age and gender, May 2016
- Young more willing to pay for speed
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- Figure 29: Germany: Online shopping habits and attitudes, by age and gender, May 2016
- Affluence dictates attitudes
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- Figure 30: Germany: Online shopping habits and attitudes, by gender, May 2016
Appendix: Data sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Amazon.com
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- What we think
- Marketplace
- AWS
- Prime
- Food
- Where next?
- Company background
- Company performance
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- Figure 31: Amazon.com Inc: Group financial performance, 2010/11-2014/15
- Retail offering
eBay
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- What we think
- Company background
- Company performance
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- Figure 32: eBay Inc.: Group financial performance, 2013-15
Media-Saturn
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- What we think
- Loyalty brings everything together
- Investing in international multichannel
- Company background
- Company performance
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- Figure 33: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
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- Figure 34: Media Markt/Saturn: Outlet data, 2010/11-2014/15
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- 20 years of Otto.de
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- Figure 35: Otto.de 20th birthday promotions, 2015
- Implementing a new IT system
- Streamlining the portfolio
- Kulturwandel strategy introduced
- Company background
- Company performance
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- Figure 36: Otto Group (Multichannel Retail): Group financial performance, 2011/12-2015/16
- Retail offering
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- Figure 37: Otto Group main brands, June 2016
Zalando
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- What we think
- Same-day deliveries and possible Uber tie-up to speed up order dispatch times
- Wide range of global and local brands
- More personalised shopping experiences
- Among the first fashion e-tailers to accept Apple Pay
- Mobile and app development driving web traffic
- Integrating the online and offline shopping experience
- Company background
- Company performance
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- Figure 38: Zalando: Group financial performance, 2011-15
- Retail offering
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