Germany e-commerce industry is expected to see a CAGR of 16.2% during the period (2019-2025). Germany is the largest European trading partner of the US and the sixth-largest market for the export of goods to the US. The country is estimated to be one of the major contributors to the European e-commerce market. Rising internet penetration along with the rising number of smartphone users are the major causes of the growth of the e-commerce industry in the country. As per the Federal Statistical Office (destatis), in 2019, the internet users in the country was 91.0%, which is growing at a significant pace. In 2019, online purchases made by internet users were 70.0%, which increased from 55.0% in 2009. Germany holds fifth place in the e-commerce industry globally, after China, the US, Japan, and Great Britain, respectively. As 65 million people purchasing online regularly, the country boasts not only the most internet users in the European region, however, also the largest e-commerce customer potential.
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Germany e-commerce industry report is segmented into electronics, apparel, healthcare, pharmaceuticals, and nutritional products, beauty and personal care, and others. Healthcare, pharmaceuticals, and nutritional products segment is anticipated to exhibit the highest growth in 2020. The demand for vitamins & proteins to maintain the immunity level of consumers is a key factor contributing towards the high growth of the market segment. Moreover, the e-commerce market for beauty & personal care products will grow at the second-highest growth in 2020. The high demand for personal care products to maintain hygiene is anticipated to be the key factor contributing to the growth of the market segment.
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Major e-commerce companies operating in Europe include Amazon.com, Inc., Otto Group, Zalando Group, Cyberport GmbH, and eBay Inc. The German e-commerce companies are seeking higher revenue generation from online mediums and therefore, leveraging its targets to realize full potential growth in 2020. As per the preliminary figures in the second quarter of 2020, Zalando has increased GMV by 32-34% to nearly $2.9-$3.0 billion (Q2 2019: nearly 2.3 billion), and group revenues by 26-28% to nearly $2.2$-2.3 billion (Q2 2019: nearly $1.8 billion). As part of its platform strategy, Zalando will constantly invest in its European logistics network and technology infrastructure. Additionally, the company will stick to its capital expenditure (Capex) guidance of proposed investments of nearly $263-$320 million in 2020. The Group expects a constant negative net working capital for 2020.
Industry Overview
• Historical Market Growth Estimation in Germany E-Commerce Industry Excluding COVID-19 Pandemic Effect
• Deviations in the Germany E-Commerce Industry Growth Rate Due to COVID-19 Pandemic
Verticals Affected Most
• Electronics
• Apparel
• Beauty & Personal Care
• Healthcare, Pharmaceuticals & Nutritional Products
• Others (Home Furnishing Products, Books, Grocery, and Automotive)
Company Profiles
• Amazon.com, Inc.
• bonprix
• Cyberport GmbH
• eBay Inc.
• Lidl Stiftung & Co. KG
• MediaMarkt
• Notebooksbilliger
• Otto Group
• Thomann GmbH
• Zalando Group
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