Ecommerce, Report • 6 min read

Germany 2019: Ecommerce Report

Victor Terpstra | 26-11-2019

The German Ecommerce report explores the details of the B2C e-commerce market in Germany, including consumer behaviors and trends. The report also includes expert interviews with leading logistics providers and retailers (SAP, Osudio and Computop). ​

Read the full report here


  • Germany has dropped in the Ease of Doing Business Index
  • The Logistics Performance Index still remains in 1st place.
  • 88% of the general population is expected to be online in 2019.
  • The GDP continues to increase with a steady growth rate just below 3%.
  • Paypal is the most favored payment method by far.
  • German consumers prefer to choose the place for delivery instead of time for delivery
  • For cross-border online shopping, German consumers prefer using a desktop/laptop (77%)
  • When it comes to cross-border shopping, China has the highest share of the cross-border e-commerce turnover (44%), the USA comes in second (32%) and the UK in third (29%).

Make sure to read the included interview with our Managing Director, Stefan Herold! Stefan has been working as a consultant, product- and project-manager for more than 17 years in the E-Business and Master Data Management (MDM/PIM) market. His expertise and best practices help large national and international B2B and B2C market leaders to create the right foundation for a seamless omnichannel experience that enables brand experience and drives sales.

Q: In last year’s Ecommerce report we asked you about the role of A.I. and machine learning. Is its importance just as strong this year?

Stefan: Artificial Intelligence is still a major topic. More and more companies are trying to get a piece of the A.I. cake. Especially in e-commerce, there is an immense potential for A.I. and how it can increase sales. Only companies that present customized information, offers and solutions to their customers will prevail. The degree of individualization can become the decisive USP that decides on the conversion and thus on the success in e-commerce. Soon, a chatbot could become the perfect shopping consultant and help customers choose the right product or run a simple support request smoothly.

Q: How will the balance between an online and offline retail shift in 2019 within Germany?

Stefan: E-commerce continues to grow in Germany. Almost half of the online revenue accounts for market leader Amazon. In the online business, the marketplace, where retailers sell goods, is playing an increasingly important role. Companies that combine online with stationary retailing show increased sales compared to companies that purely conduct online trade. Customers today expect a perfectly connected shopping experience where an online shop is available, in addition to the stationary business, and expect that on- and off-line business are connected. Only companies that offer this seamless experience will be successful.

Q: E-commerce UX is a much-discussed topic. Which current UX element would you eliminate if you had the power?

Stefan: Many B2B e-commerce websites still prevent their visitors to gain a full understanding of their product offering by a login page. Often the login page is still there in order to enable specific B2B functionalities like customer specific pricing, customer related assortments etc. Beyond missing out on potential search traffic – and thus potential additional sales – the customer experience includes a dissatisfier ‘by design’, at ‘best’ creating a high amount of interaction for registered users, it is often too high of a cost for potential customers that will abort their customer journey. Removing the login page, which can be done by a myriad of graceful solutions, would enable the user and create a more satisfying purchase journey, which radiates to the brand. Companies engaging in a B2B relationship should realize that B2C e-commerce experiences are setting the bar for customer expectations, where the login-page is being removed, or alternative paths are being offered in order to boost conversion rates.

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Victor Terpstra

CCO and Darwin initiative co-founder.

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