German ecommerce market: a giant in transition

BRUSSELS | The Central European ecommerce markets, including Germany, Poland and Austria, are estimated to generate an ecommerce turnover of around 93 billion euro (128 billion USD) in 2013. Their growth rate of 19% in 2012 was in line with the European average of around 20%. This is revealed by the latest e-commerce report by Ecommerce Europe, the European umbrella organisation for online merchants.


One Quarter of Europe’s e-commerce turnover

The Central European region as defined by Ecommerce Europe, consists of Austria, Czech Republic, Germany, Hungary, Poland, Slovakia, Slovenia and Switzerland. The region‘s share in Europe’s total e-commerce turnover in 2012 (€ 311.5 billion, $ 427 billion) is almost one quarter (24.4%). 58 million of the region’s 165 million inhabitants are using the internet for online purchases.


German ecommerce market: a giant in transition

Germany is by far the largest country in the Central European region. With its e-commerce turnover of € 50 billion ($ 69 billion), it makes up 66% of the region’s total e-commerce turnover. Germany has the largest online population in Europe with almost 70 million people (85% internet penetration rate). With a younger, internet savvy generation hungry for foreign trends and embracing the digital lifestyle, Germany is moving away from its long standing retail and mail-order traditions towards being a true e-commerce growth hub. The impressive 22% growth rate confirms this trend.


Poland is showing the strongest e-commerce growth

Poland is the growth leader in the Central European region, with an average increase of 24% over 2012. Hungary, Slovakia and Slovenia were estimated at 880 million, 330 million and 180 million respectively, a combined average growth of 23%. The Czech Republic will reach €2.1 billion ($3 billion) this year, a growth of over 19% over 2012. The countries with the lowest growth are Austria and Switzerland, both with a growth rate of 12%.


Infographic Central European ecommerce markets




The Austrians and the Swiss lead in online expenditure

Central European consumers spent on average €2,617 ($3,594) online in 2012. This is far above the EU28 and European average of €1,234 and €1,402 respectively. Austrians spent most online in 2012 with an average amount of €2,085. Switzerland ranks second with an average spend of €1,750. Germany is third in rank with respect to online spending (€1,351). These countries are followed by Czech Republic with an average spend of €581, Poland with €422 and Hungary with €422.


Ecommerce Markets Light Version Reports

Throughout the past weeks, Ecommerce Europe has published comprehensive Regional Reports on B2C Ecommerce in Eastern Europe, Southern Europe, Northern Europe and Western Europe. The reports are powered by RichRelevance, Hybris and Salesupply. Figures in Ecommerce Europe reports are based on the European Measurement Standard for Ecommerce (EMSEC). Get your own copy and download the light versions of the ecommerce market reports.

Sourced from Ecommerce Europe, March 6th, 2014





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