Germany

Germany

General Information

  • Population 83.8m
  • Population 15 + 71.7m
  • Online Population 78.8m
  • Area 357,386 km2
  • Currency EUR
  • GDP 3,803.0bn USD
  • GDP per Capita 45,733 USD
  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"10"},{"label":"Cash-based payments","value":"4"},{"label":"Bank transfer","value":"55"},{"label":"Wallets","value":"25"},{"label":"Other","value":"6"}]
Banked population
  • Germany 99%
  • Western & Central Europe 94%
  • World 67%
Credit card penetration
  • Germany 53%
  • Western & Central Europe 46%
  • World 19%
Internet penetration
  • Germany 94%
  • Western & Central Europe 91%
  • World 62%
Smartphone penetration
  • Germany 83%
  • Western & Central Europe 75%
  • World 70%

Germans expect their shopping to arrive fast, with 10% expecting same day delivery. And Germans are fond of Buy now, pay later schemes which means that they are not too worried about returning goods – 32% of clothes are sent back.

A growing number of Germans are using live shopping to make their purchases. According to a survey carried out in 2021, 51% of Germans would buy during a live shopping event compared to the European average of 38%.

Germany’s economy dropped by 4.9% in 2020 but is forecast to grow by 3.6% in 2021 and 3.4% in 2022 according to the IMF. Inflation also rose in 2020 by 0.4% and is expected to rise by 2.2% in 2021 and by 1.1% in 2022.

Future e-commerce trends (2021-2025)

E-Commerce market size forecast ($US billion)
2021 123.0
2022 135.6
2023 148.6
2024 161.4
2025 173.5
E-Commerce spending per capita ($US)
2021 1474
2022 1623
2023 1777
2024 1929
2025 2073
E-Commerce spending as % of GDP
2021 2.9
2022 3.0
2023 3.2
2024 3.4
2025 3.5

Germany

The E-Commerce Market

Top e-commerce segments 2019 | 2020

  1. Airlines & Hotels: 35% | 26%
  2. Electrical Goods: 17% | 19%
  3. Health & Beauty: 16% | 18%
  4. Toys, DIY, & Hobbies: 13% | 15%
  5. Homeware & Furniture: 9% | 10%

Cross-border e-commerce

  1. Cross-border proportion of total e-commerce – 14%
  2. Value of cross-border e-commerce ($US billion) – 16.0
  3. % of online shoppers who have shopped cross-border – 37%

Top 3 cross-border shopping origin markets

  1. China: 43%
  2. UK: 13%
  3. USA: 13%
E-commerce % of total retail
  • Germany 11%
  • Western & Central Europe 17.6%
  • World 20%
E-commerce completed on a mobile device
  • Germany 38%
  • Western & Central Europe 43%
  • World 53%

The Credit Card Split

  • Visa
  • Mastercard
  • American Express
[{"label":"Visa","value":"56"},{"label":"Mastercard","value":"40"},{"label":"American Express","value":"4"}]
  • E-commerce market size ($US billion) 113.1bn USD
  • E-Commerce spending per capita ($US) 1,358 USD
  • E-commerce spending as % of GDP 2.8%

Germany

Local Payment Methods

BitPay Type Wallet Regions Asia Pacific + 5 giropay Type Bank transfer Regions Western & Central Europe Market relevance High Hyperwallet Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific + 5 Market relevance High PayPal Type Wallet Regions Asia Pacific + 5 Market relevance High PaysafeCard Type Prepaid voucher Regions Asia Pacific + 5 Market relevance High Paysera Wallet Type Wallet Regions Asia Pacific + 5 Market relevance High Satispay Type Wallet Regions Western & Central Europe Market relevance Medium SEPA Direct Debit Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance High Skrill Type Wallet Regions Asia Pacific + 5 Market relevance High Trustly Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 2 Market relevance High TrustPay Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Allied Wallet Type Wallet Regions Asia Pacific + 5 Market relevance High Apple Pay Type Wallet Regions Asia Pacific + 5 Market relevance High Amazon Pay Type Wallet Regions Asia Pacific + 3 Market relevance High Boku Type Carrier billing Regions Asia Pacific + 5 Market relevance High DaoPay Type Carrier billing Regions Asia Pacific + 5 Market relevance High Google Pay Type Wallet Regions Asia Pacific + 5 Market relevance High Klarna Type Bank transfer, Buy Now, Pay Later, Instalments Regions Asia Pacific, North America, Western & Central Europe Market relevance High Masterpass Type Wallet Regions Asia Pacific + 5 Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific + 5 Market relevance High Razer Gold Type Wallet Regions Asia Pacific + 5 Market relevance High SEPA Credit Transfer Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance High SWIFT Type Bank transfer Regions Asia Pacific + 5 Market relevance High WebMoney Type Wallet Regions Asia Pacific + 3 Market relevance High Barzahlen Type Cash Regions Western & Central Europe Market relevance Medium BlueCode Type Wallet Regions Western & Central Europe Market relevance Medium Lydia Type Wallet Regions Western & Central Europe Market relevance Medium paydirekt Type Bank transfer Regions Western & Central Europe Market relevance Medium Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific + 5 Market relevance Medium SEPA Instant Credit Transfers (SCT Inst) Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance Medium Boloro Type Wallet Regions Asia Pacific + 5 G2A Pay Type Wallet Regions Asia Pacific + 5 InterCard Type Prepaid voucher Regions Western & Central Europe LaterPay Type Buy Now, Pay Later Regions Western & Central Europe Microsoft Pay Type Wallet Regions North America, Western & Central Europe NETELLER Type Wallet Regions Asia Pacific + 5 Paymorrow Type Buy Now, Pay Later Regions Western & Central Europe Western Union QuickPay Type Cash Regions Western & Central Europe Market relevance High Zimpler Type Wallet Regions Western & Central Europe Splitit Type Instalments Regions Asia Pacific + 5

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