January 30, 2018
The fourth-largest e-commerce market in the world—Germany—got bigger in 2017. German B2C e-commerce grew nearly 11 percent last year to €58.5 billion ($72.5 billion), according to the German Association of E-Commerce and Mail Order (bevh). E-commerce now accounts for more than 12 percent of total retail in the country.
Online marketplaces accounted for the largest share of German e-commerce sales last year (€27.9 billion, $34.6 billion) followed by omnichannel retailers (€20.1 billion, $24.9 billion) and online pure plays (€8.6 billion, $10.7 billion). The report also noted that 60 percent of e-commerce sales in Germany originated in communities with a population of less than 50,000 people.
“Today, urban and rural populations no longer differ in their online shopping behavior,” said Christoph Wenk-Fischer, managing director of bevh. “The Internet has become the guarantor for the population in structurally weak areas to be able to realize equal living conditions everywhere.”