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Consumer Attitudes and Online Retail Dynamics in Germany, 2014-2019

Consumer Attitudes and Online Retail Dynamics in Germany, 2014-2019


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Executive Summary

Summary

Germany, the most populous country in the whole of Western Europe is also the largest economy in the whole of Europe and the fifth largest in the world. Both the facts are an absolute sign of maturity in regards to a developed nation. Out of the total population of the country, more thanthree fourth of the people use the internet. Amongst all these facts, Germany is growing at an exponential rate; competing by almost triple the UK current growth potential-Germany being the Europe second largest online market, behind the United Kingdom.

Key Findings

Online retailing has high potential compared to conventional channels, and is expected to grow at a CAGR of 12.6% over the forecast period

Increasing smartphone penetration and smartphone internet usage is expected to fuel m-commerce.

Holiday shoppers prefer to shop online to avoid long queues at the physical stores. Also online channel provides convenience shopping experience with innovative delivery services, and more number of consumers are showing interest to purchase online

Payment on invoice is the most preferred online payment followed by direct debt and PayPal

Electrical and electronics category is expected to grow at a CAGR of 14.3% during the forecast period and is set to overtake Apparel, Accessories, Luggage and Leather Goods by 2019. While furniture and floor coverings is the fastest growing category in the forecast period

Synopsis

Consumer Attitudes and Online Retail Dynamics in Germany, 2014-2019 provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to the German online retail environment. In addition, it analyses the key consumer trends influencing German online retail industry.

What else does this report offer

It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors

Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts, that will drive this market in the future

Reasons To Buy

Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health & Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

Understand which products will be the major winners and losers in the online arena in the coming years

Get an in-depth analysis of the latest trends in online retailing in Germany, covering the factors driving online spending across the categories

Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable

1 Introduction

1.1 What is this Report About

2 Executive Summary

3 Market at a Glance

4 Consumer Insight: Online Shopping Attitudes and Behaviors

4.1 Overview of Germany Online Shopping Environment

4.1.1 More than 85% of the German Population Uses the Internet

4.1.2 High Broadband Speeds Lead to an Increase in Broadband Penetration

4.2 Consumer Attitudes and Behavior

4.2.1 Rise in Smartphone Users to Boost M-Commerce in Germany

4.2.2 Online Grocery Retail to Open up New Possibilities in Online Retailing

4.2.3 Online Retailers are Using Social Media as a Marketing Tool

4.2.4 Brick-and-Mortar Retailers Are Moving to Online Format

4.2.5 Payment on Invoice-Preferred Payment Option

4.2.6 Online Shopping Clubs Generate Mass Awareness among German Consumers

4.2.7 Consumers Prefer Online Shopping to Visiting Stores during Holiday Seasons

5 Online Channel Dynamics

5.1 The Online Channels Share of Total Retail Sales

5.1.1 Germany Online Vs. Offline Channel Forecasts

5.1.2 Online penetration: global and regional comparisons

5.2 Channel Dynamics

5.2.1 Germany retail channel dynamics-future performance

5.2.2 Channel group share development

5.2.3 Individual channel performance

5.3 Category Dynamics

5.3.1 Online vs. offline retail sales comparison by category group, 2014

5.3.2 Online retail market dynamics by category

5.3.3 Online retail sales share by category group

5.3.4 Online retail sales growth by individual category

5.3.5 Food and grocery categories: market size and forecasts

5.3.6 Electrical and Electronics categories: market size and forecasts

5.3.7 Music, video, and entertainment software categories: market size and forecasts

5.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts

5.3.9 Books, News and Stationery categories: Market Size and Forecasts

5.3.10 Sports and Leisure equipment categories: market size and forecasts

5.3.11 Furniture and floor coverings categories: market size and forecasts

5.3.12 Home and Garden categories: market size and forecasts

5.3.13 Health and Beauty categories: Market Size and Forecasts

6 Case Studies: Leading Online Retailers in Germany

6.1 Retailer 1: Conrad

6.1.1 Business Description

6.1.2 Site Experience

6.2 Retailer 2: Zalando

6.2.1 Business Description

6.2.2 Site Experience

6.3 Retailer 3: Cyberport

6.3.1 Business Description

6.3.2 Site Experience

6.4 Retailer 4: Notebooksbilliger.de

6.4.1 Business Description

6.4.2 Site Experience

6.5 Other Innovative Retailers in Germany

6.5.1 Amazon to Deliver Products Directly to Customers Car

6.5.2 Adidas: Deployed an Interactive Window Shop

6.5.3 Goertz: Installed a VirtualPop Up Shoe Store

7 Appendix

7.1 Definitions

7.1.1 This report provides 2014 actual sales; while forecasts are provided for 2015-2019

7.2 Summary Methodology

7.2.1 Overview

7.2.2 The triangulated market sizing method

7.2.3 Industry surveys in the creation of retail market data

7.2.4 Quality control and standardized processes

7.3 About Conlumino

7.4 Disclaimer

Figure 1: Share of Online Retail Sales in Total Retail Sales, 2014 and 2019

Figure 2: Total Internet Users and Penetration, 2009-2014

Figure 3: Total Fixed Broadband Subscribers and Penetration, 2009-2014

Figure 4: Rise in Smartphone Users in Germany

Figure 5: The unique concept of online shopping clubs make them popular among German consumers

Figure 6: Online Sales Observed Huge Growth during Holiday Seasons

Figure 7: Regional Fixed Broadband Users and Its Penetration, 2012-2017

Figure 8: Regional Fixed Broadband Users and Its Penetration, 2012-2017

Figure 9: Germany Online and Offline Retail Sales and Forecast (EUR billion), 2009-2019

Figure 10: Germany Online Sales vs. Global Average (% of Total Retail)

Figure 11: Germany Online Sales vs. Western Europe Countries Average (% of Total Retail)

Figure 12: Germany Overall Retail Market Dynamics by Channel Group, 2009-2019

Figure 13: Germany Retail Sales and Forecast (EUR billion) by Channel Group, 2009-2019

Figure 14: Germany Retail Sales, Online vs. Offline, 2014

Figure 15: Germany Online Market Dynamics by Category Group, 2009-2019

Figure 16: Germany Online Retail Sales and Forecast (EUR million) by Category Group, 2009-2019

Figure 17: Conrad: Use of Online Space

Figure 18: Conrad: Organized Product Page

Figure 19: Conrad: Online Tool

Figure 20: Conrad: Customer Reviews

Figure 21: Zalando: Homepage

Figure 22: Zalando: Organized Product Page

Figure 23: Zalando: Browse and Compare products

Figure 24: Zalando: Mobile app

Figure 25: Zalando: Customer Reviews

Figure 26: Cyberport-Home Page Layout

Figure 27: Cyberport-Product Overview

Figure 28: Cyberport-Product Overview

Figure 29: Cyberport-Customer Reviews

Figure 30: Cyberport-Mobile Apps

Figure 31: Notebooksbilliger-Home Page

Figure 32: Notebooksbilliger-Product Overview

Figure 33: Notebooksbilliger-Payment Options

Figure 34: Notebooksbilliger-Customer Reviews

Figure 35: Notebooksbilliger-Payment Options

Figure 36: Online shoppers getting their goods delivered into their car

Figure 37: Adidas Neo: Interactive Window Shop

Figure 38: Goertz: VirtualPop-Up Store

Figure 39: The Triangulated Market Sizing Methodology

Table 1: Online Retail Sales in Germany, 2014 and 2019

Table 2: Germany Online vs. Offline Retail Sales and Forecast (EUR billion), 2009-2019

Table 3: Germany Online vs. Offline Retail Sales and Forecast (USD billion),2009-2019

Table 4: Germany Online vs. Offline Retail Sales and Forecast (% Share), 2009-2019

Table 5: Germany Online Sales vs. Global Average, 2009, 2014 and 2019

Table 6: Germany Online Sales vs. Western Europe, 2009, 2014 and 2019

Table 7: Germany Overall Retail Segmentation (EUR billion) by Channel Group, 2009-2019

Table 8: Germany Channel Retail Sales and Forecast (EUR billion) by Channel Group, 2009-2019

Table 9: Germany Channel Retail Sales and Forecast (USD billion) by Channel Group, 2009-2019

Table 10: Germany Channel Retail Sales and Forecast (% Share) by Channel Group, 2009-2019

Table 11: Germany Channel Retail Sales and Forecast (EUR billion) by Channel, 2009-2019

Table 12: Germany Channel Retail Sales and Forecast (USD billion) by Channel, 2009-2019

Table 13: Germany Retail Sales Split (EUR million), Online vs. Offline, 2014

Table 14: Germany Retail Sales Split (USD million), Online vs. Offline, 2014

Table 15: Germany Online Market Dynamics by Category Group, 2009-2019

Table 16: Germany Online Retail Sales and Forecast (EUR million) by Category Group, 2009-2019

Table 17: Germany Online Retail Sales and Forecast (USD million) by Category Group, 2009-2019

Table 18: Germany Total and Online Retail Sales in Food and Grocery Categories (EUR million), 2009-2019

Table 19: Germany Total and Online Retail Sales in Food and Grocery Categories (USD million), 2009-2019

Table 20: Germany Total and Online Retail Sales in Electrical and Electronics Categories (EUR million), 2009-2019

Table 21: Germany Total and Online Retail Sales in Electrical and Electronics Categories (USD million), 2009-2019

Table 22: Germany Total and Online Retail Sales in Music, Video and Entertainment Categories (EUR million), 2009-2019

Table 23: Germany Total and Online Retail Sales in Music, Video and Entertainment Categories (USD million), 2009-2019

Table 24: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (EUR million), 2009-2019

Table 25: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (USD million), 2009-2019

Table 26: Germany Total and Online Retail Sales in Books, News and Stationery Categories (EUR million), 2009-2019

Table 27: Germany Total and Online Retail Sales in Books, News and Stationery Categories (USD million), 2009-2019

Table 28: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (EUR million), 2009-2019

Table 29: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (USD million), 2009-2019

Table 30: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (EUR million), 2009-2019

Table 31: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (USD million), 2009-2019

Table 32: Germany Total and Online Retail Sales in Home and Garden Products Categories (EUR million), 2009-2019

Table 33: Germany Total and Online Retail Sales in Home and Garden Products Categories (USD million), 2009-2019

Table 34: Germany Total and Online Retail Sales in Health and Beauty Categories (EUR million), 2009-2019

Table 35: Germany Total and Online Retail Sales in Health and Beauty Categories (USD million), 2009-2019

Table 36: Germany Exchange Rate EUR-USD (Annual Average), 2009-2014

Table 37: Germany Exchange Rate EUR-USD (Annual Average), 2015-2019 Forecasts

Table 38: Conlumino Retail Channel Definitions

Table 39: Conlumino Retail Category Definitions

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Conrad

Zalando

Cyberport

Notebooksbilliger

Amazon

Adidas

Goertz

Germany, Online, Retail, Clothing, Footwear, Books, News And Stationery, Electrical And Electronics, Food And Grocery, Personal Care, Furniture And Floor Coverings, Home And Garden Products, Music, Video And Entertainment Software, Sports And Leisure Equipment, Luggage And Leather Goods, M-commerce, Social Media, Free Delivery And Low Prices


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