Online trading continues to grow in Germany. This was announced by the Bundesverband E-Commerce und Versandhandel Deutschland e.V in Berlin on Sunday, 8 July. According to this, gross online sales from April to June 2018 rose from just under 14 billion euros in the second quarter of 2017 to 15.6 billion euros. This corresponds to an increase of + 11.1 percent in comparison to the previous year.

German consumers purchased goods for 16.36 billion euros in the entire interactive trade – including online and mail-order business. Accordingly, online trading accounts for 95.3 percent of total revenue from interactive trading. The data is based on the results of a consumer study conducted by Bundesverband E-Commerce und Versandhandel Deutschland e.V. (German E-Commerce and Distance Selling Trade Association) (bevh). This showed that retailers online achieved an increase of 9 percent in the clothing and footwear segment, an increase of 15.4 percent in food, drugstore articles and pet supplies and 15.5 percent in the entertainment and electronics segment.

German consumers like to invest in clothing

Looking at the individual product groups, which are divided into leisure time, furnishing, clothing including shoes, daily needs and entertainment, it becomes clear that Germans prefer to spend money on clothing when shopping online. This is evidenced by the 9.0 percent growth in comparison to the previous year. As a result, the respective turnover increased to 2.8 billion euros. In the footwear segment, online sales of 926 million euros were reached. Sales of footwear in the second quarter of 2018 were 6.6 percent higher than in the previous year.

Multichannel mail order companies catching up again

With a turnover of 7.279 billion euros, the online marketplaces almost occupy the total turnover again. They achieved this with a growth of 9.8 percent over the previous year. However, multichannel mail order companies continued to follow suit in the second quarter. Accordingly, the category grew by 6.1 percent compared to the previous year and achieved sales of 6 billion euros. Among these, mail order companies from the stationary business recorded an increase of 10.5 percent. Sales amounted to 2.6 billion euros.

“We are pleased that e-commerce is making an ever greater contribution to providing the population with basic services. Especially where the equivalence of living conditions can otherwise only be guaranteed with difficulty due to demographic developments. At the beginning of the year, we forecast that we will again see double-digit growth in e-commerce this year. The entire industry and its service providers must work together at full speed due to the increased number of orders to ensure that this growth can also be realized this year, especially during the Christmas business“, says Christoph Wenk-Fischer, Managing Director of bevh.

In the private customer business, the sector alone generated sales of more than 58.4 billion euros in 2017. Based on the good business results for 2017, bevh expects e-commerce to grow by a further 9.3 percent to around 63.9 billion euros this year.

The study of the bevh

For the sixth time in a row, the Bundesverband E-Commerce und Versandhandel Deutschland e.V. is conducting the consumer survey “Interactive Commerce in Germany”. Starting this year with the new partner BEYONDATA GmbH. In the study from January to December, for example, 40,000 private individuals from Germany aged 14 and over were asked about their spending behaviour in online and mail order business and their consumption of digital services (e.g. in the travel or ticketing sector). The results of the study will be published at the beginning of 2019, after the survey has been completed. This will deal with the evaluation of the months April to June 2018.


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Image: iStock – artisteer / istock