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Germany Ecommerce 2019

Mobile’s Share of Retail Ecommerce Sales Will Pass 40%

Global Ecommerce 2019

Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

See All
About This Report
Total retail sales in Germany will top $927 billion in 2019. Ecommerce will account for an estimated 8.8% of that, or $81.85 billion—but digital sales are rising much faster, at 7.8% this year.
Table of Contents

Executive Summary

Germany is Western Europe’s second-largest ecommerce market, behind the UK. We forecast that retail ecommerce sales in the country will surpass €69 billion ($81 billion) in 2019, equivalent to nearly 9% of total retail sales.

How much will consumers in Germany spend on ecommerce in 2019?

Ecommerce spending in Germany will reach an estimated €69.37 billion ($81.85 billion) this year, an annual rise of 7.8%. That will represent just 8.8% of all retail sales, though. Total retail sales are expected to be €785.77 billion ($927.19 billion) in 2019.

Which channels are driving retail growth?

Mobile buying is growing more quickly than any other segment, at an estimated annual rate of 12.0% this year. Moreover, there’s still lots of room for mcommerce to expand. In 2019, mobile purchases will account for barely 40% of digital retail sales.

Which product categories are seeing the fastest growth?

According to the retail industry body Handelsverband Deutschland (HDE), sales of fast-moving consumer goods (FMCG) and groceries posted some of the highest growth rates in 2018. Apparel remains the greatest contributor to overall retail ecommerce sales, however.

Will Amazon continue to dominate the ecommerce market?

Yes, to a great extent. Amazon’s position in Germany is extremely strong, thanks to its early entry into the market and widespread takeup of Amazon Prime. But other major players, such as eBay and national giant Otto, are working hard to compete.

WHAT’S IN THIS REPORT? This report presents our latest estimates and forecasts for retail, ecommerce and mcommerce sales in Germany, and for digital and mobile buyers in the country. It also examines key trends shaping the ecommerce market.

KEY STAT: Retail ecommerce sales in Germany will account for 8.8% of total retail sales this year. In 2022, that share will pass 10%, as steady growth continues through 2023.

What’s Inside:

Estimates are included for the following areas:

  • Total retail and ecommerce spending
  • Ecommerce by channel
  • Ecommerce by retailer
  • Digital buyer penetration and demographics

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. An Overview of Our Main Retail and Ecommerce Numbers
    3. What’s Shaping Retail Ecommerce in Germany in 2019?
    1. Key Takeaways
    2. eMarketer Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Henrik Schulte
    Material Group Manager for Media and Digital
    Interviewed April 12, 2019
    Philip Wegloop
    Georg Jensen
    Interviewed April 3, 2019


    Karin von Abrams


    Alina Brentnall
    Researcher, Europe
    Bill Fisher
    Senior Analyst
    Jennifer Jhun
    Research Director, International and Special Projects
    Angela Kim
    Senior Researcher
    Shelleen Shum
    Senior Director, Forecasting
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