German e-commerce market: +27% in 2013

BRUSSELS | Ecommerce Europe has published a new e-commerce report on the Central-European E-commerce Market. According to their research, this Region showed an average growth rate of nearly 23% in 2013 - far above the European average growth of 17.5%. 

Central-European E-commerce Market Size

The Central-European market - according to the Ecommerce Europe report - consists of Germany, Austria, Switzerland, Poland, Czech Republic, Slovakia and Slovenia. With €93.3 billion (116 billion USD), Central Europe accounts for almost 26% of the total B2C e-commerce sales in Europe. In 2013, 68 million of the 165 million Central European citizens bought goods and services through the Internet.

Germany is the biggest e-commerce market

Germany is still by far the largest e-commerce country in the Central European region with €63.4 billion ecommerce sales. Germany alone accounts for almost 70% of the region’s total e-commerce turnover. With 86%, internet penetration in Germany is very high, and consequently the country has the largest online population in Europe with 70.5 million people (+ 1 million compared to 2012). Germany is moving away from its long standing retail and mail-order traditions, towards being a true e-commerce growth hub.

E-commerce Growth Rates in Central-Europe

Germany also displayed the region’s strongest growth, with an average increase of 27%. Poland ranked second last year, with a growth of nearly 25%. The Czech Republic, Hungary, Slovakia and Slovenia also experienced a nice growth as online sales there were 20% higher than they were in 2012. Modest growth was recorded in Austria and Switzerland, with both countries having a growth rate of about 12%.

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Austrians and Swiss lead in online expenditure

Central European consumers spent on average €1,379 per person online in 2013. This is over €100 more than in 2012 and a little more than the European average of €1,376. Austrians spent most online in 2013, with an average amount of €2,122 per person.

Switzerland ranked second with an average spending per online shopper of €1,789 and Germany was in third place with €1,585 - followed by the Czech Republic (€617), Poland (€539) and Hungary (€460). Slovenia and Slovakia were at the bottom of the list, with an average spending per e-shopper of €400 and €244, respectively.

Central Europe B2C E-commerce Report

In addition to the Central Europe B2C E-commerce Report, Ecommerce Europe published four other regional reports this period. These covered Western Europe, Southern Europe, Northern Europe and Eastern Europe. The reports are powered by GlobalCollect, Informatica, RichRelevance and Salesupply. Here you can download a free light version of the Central Europe B2C Ecommerce report. Or download the infographic of Central Europe.


Sourced from Press Release by Ecommerce Europe, November 13th, 2014

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