German online retail market improved greatly over the last decade

Press Release   •   Jul 26, 2012 14:05 BST

The German online retail market grew at a compound annual growth rate (CAGR) of over 18% between 2006 and 2011, with the growth rate expected to remain in double digits through to 2016.

Germany has seen its online retail market improve greatly over the last decade, especially since the 2008 economic crisis, which gave a major boost to online retail sales in the country.

The share of online retail sales towards total retail sales increased from 2.4% in 2006 to over 5% in 2011 and is expected to increase to 8.7% in 2016. In terms of online market penetration, music, video and entertainment software was the leading category, with 24.8% of purchases being made online in 2011.

As a result of the continued increase in online users, the online retail population in Germany increased significantly with half of the online population purchasing goods online.

The number of internet users in Germany is believed to have grown to over 67 million. Germany holds 1st place in Europe followed by Russia (64 million) and United Kingdom (52.7 million). 77% of the internet users purchase products and services online, with the average annual purchase amount per German online shopper being $548.

eBay and are hugely influential in the German online retail market with both companies seeing strong sales. Their influence extends beyond their direct sales as many German web shoppers turn to these sites ahead of search engines to research products.

For more information on the German online retail market, see the latest research: German Online Retail Market Report

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