Today the Ecommerce Foundation released a new B2C E-commerce Report on the state of E-commerce in Germany.
The report, commissioned by Ecommerce Europe in cooperation with Ingenico, Asendia, Webhelp, PostNL and GfK, covers the latest figures, trends and developments for the German online retail market.
German E-commerce Market Facts at a Glance
In 2015, the German B2C e-commerce market again grew by double digits. Whereas it increased by 12.3% in 2014, it grew by 13.3% to an amount of €59.7 billion last year. With this, Germany remains the third-largest B2C e-commerce market in Europe, only behind the UK and France.
The growth of the German online market is primarily caused by the fact that the number of online shoppers as well as the amount they on average spent online in 2015 both grew significantly. The number of e-shoppers in Germany increased from 49.5 million to 51.6 million, and the average amount they spent online from €1,064 to €1,157.
Alternative Payment Methods dominate German Payments Market
The German payments market is dominated by alternative payment methods and eWallets. Bank Transfers (e.g. SOFORTbanking, Giropay), SEPA direct debits, ELV (local direct debit), PayPal and Open Invoice (e.g. Billpay, RATEpay, Klarna) account for 80-85% of the total payments market share. This reflects the current german ‘banking’ situation where 95% of all Germans have access to online banking, and only ~25% are in the position of credit cards.
Cards take only around 10% of the total number of transactions conducted online. MasterCard and Visa take almost equal share with around 42%, followed by American Express with 12%. Despite the tremendous drop in MasterCard and Visa domestic interchange fees - potentially resulting in lower merchant services charges – it is expected that alternative payment methods will gain market share in coming years as consumers seem to prefer alternatives over cards (and German banks push for their home grown payment products).
At the end of 2015, large German banks launched a new online payment method called Paydirekt, which allows shoppers to pay for their online purchases through their trusted home banking environment and checking account. Paydirekt is expected to take off this year and impact the current ‘status quo’ in the online payments market as it offers a compelling proposition for both consumers and online merchants.
Get your (free) report
The free light version of the German B2C E-commerce report includes facts and figures of interesting topics, such as e-commerce turnover, the number of online shoppers and cross-border and mobile e-commerce. In addition, this version contains expert interviews and tips and tricks for online merchants.
The full version, which can be ordered for € 95, also contains a clear overview of the most popular product and service groups in terms of online sales.
About the Ecommerce Foundation
The Ecommerce Foundation is an independent non-profit organization, initiated by worldwide national e-commerce associations and online and omnichannel selling companies from industries such as retail, travel & finance.
By combining collective goals and efforts, the Ecommerce Foundation is able to realize reports on e-commerce facts and figures, e-commerce benchmarks, research, studies and publications that can not be realized on a national or individual basis.
For more information please visit the Ecommerce Foundation website.
Article partly sourced from press statement by Ecommerce Foundation, May 12th, 2016