The ecommerce industry in Germany is predicted to undergo 12 per cent growth in 2016, reaching £52.7 billion by the end of the year, up from £47.1 billion in 2015.
The prediction comes in a new report by the Ecommerce Foundation, which is available to download here, priced at €95 (approx. £75).
The report is based in part on input from the German ecommerce foundation BEVH, which is predicting slower growth than last year. In 2015, the German ecommerce sector grew by 13.3 per cent. The number of online shoppers grew from 49.5 million to 51.6 million, while the average amount that they spent online grew from €1064 (£837.54) to €1157 (£910.74).
In the report, Kai Schotten, from the German branch of global logistics company Asendia, is sceptical of the growing trend for same-day delivery, arguing that it is not something that customers particularly care about. Schotten thinks that click and collect services and pre-booked delivery slots will become more important in the future.
Meanwhile, Andreas Arlt, from ecommerce consultancy firm Handlerbund, does not agree with the familiar consensus that ecommerce means the end of traditional high street shopping. “The local business has realized the importance of online and the need of adaption in order to remain competitive. However, digital and local trade are not mutually exclusive but should rather complement each other thanks to new digitization strategies and technical solutions”, he says.
Germany is Europe’s second largest ecommerce market, after the United Kingdom. 61 per cent of the country’s population makes purchases online, slightly ahead of the USA at 60 per cent. However, German ecommerce consumers tend to be less engaged with social media than those in the UK or USA, making traditional email marketing more important to businesses trying to sell there.