eCommerce in Germany - our top facts!

What are the latest trends for eCommerce in Germany? We recently spoke about how eCommerce recruitment in Germany is fast becoming a space full of opportunities. 

Not just for those seeking eCommerce jobs, but also for growing companies who are hiring talent. So, we thought it was a good time to share some exciting developments within online retail and how these have impacted the German market!

Key eCommerce trends in the German market

Within Europe, Germany has one of the largest eCommerce markets. While evolution was always steady, it really took off in 2020, with exceptional growth in 2021. Of course, the shift to online during the pandemic is a huge factor in this.

In 2021, total sales amounted to USD 127.5 billion, which is a 24% growth compared to 2020. Looking ahead, it is predicted that the online population in Germany will increase from 62.4 million in 2020 to 68.4 million in 2025. Impressive predictions indeed!

One highlight that stood out to us was the reliance on mobile commerce. In 2021, 59 percent of online purchases were made via smartphone. As a result, huge investment has gone into the improvement of mobile sites in Germany.

There has also been a big rise in express delivery services. The German market is known to be risk-averse and expects high-quality products. Therefore, they expect fast delivery too! 

The most popular services and products

Seeing how much growth the eCommerce market in Germany has seen, let's take a deeper look. Is fashion the hottest industry? Perhaps lifestyle or travel? Here's a quick overview.

Online groceries: Once again, it is not surprising to see this following the pandemic. In fact, many consumers purchased groceries online for the first time in 2020 and 2021. The home delivery aspect, plus a wider range of products, was a key pull for customers.

Fashion and accessories: Another development during the pandemic, many consumers used eCommerce to buy clothing, shoes and accessories for the first time. A survey by Germany's digital industry association, Bitkom, showed that 20% of respondents took the plunge to make their first online fashion choices.

Consumer Electronics: With many leading electronics companies, we were expecting this to be high on the list! 

Exciting eCommerce companies in Germany

With a great focus on start-up mentality and dedication to tech, Germany is a fantastic place to work. Many companies, both upcoming and established, have made their presence known.

• Otto: Talk about evolution - from a mail order catalogue to an eCommerce giant.
• Zalando: When it comes to fashion, this is the top choice for German consumers!
• HelloFresh: You just might be using this food kit & delivery service already!
• FlixBus: Travel is a big sector - so it is not surprising to see this company still going strong.
• Obi: A great example of multichannel success, this home improvement retailer is huge!
• Planetly: A rising start-up, helping users understand their carbon footprint 

Our eCommerce recruitment services in Germany

Working on our usual eCommerce specialisms, we promise to deliver the very best candidates to help your business flourish. If you are looking for a new eCommerce opportunity, our dedicated consultants are here to help! Click below to learn more about our services!