Amazon.de continued to lead the Germany internet retailing market in 2012, with a value share of 22%. Its sales increased by 30% in actual value terms. The success of Amazon.de is built on the wide range of products that the company offers at competitive prices. In addition, Amazon also benefits from relatively high awareness amongst German consumers. Its strong reputation helped Amazon build up trust amongst its customers.
A large proportion of the German population lives in the countryside or in small to mid-sized towns. These people often have to drive into bigger cities in order to shop for clothing, consumer electronics or similar products, which can be time-consuming, and is sometimes even perceived as stressful by consumers. Unlike in countries such as the UK, where shops are open on Saturdays and Sundays, store-based retailers are usually only open on Saturdays. As a result, city centres are mostly very crowded on Saturdays, and not everyone enjoys a shopping trip under these circumstances. Internet retailing makes shopping a lot easier, hence is gaining popularity.
Internet retailing is expected to continue to grow, with a staggering 10% constant value CAGR over the forecast period. More and more people are expected to be attracted by the advantages of online shopping, which is becoming ever more important due to the increasingly hectic lifestyles that a growing number of consumers face. Convenience, price transparency and the possibility to look for the best deal in a much easier way, together with the fact that online shopping saves time, will drive more and more consumers to switch to online shopping. It is also expected that an increasing number of the older population will become familiar with online shopping, and that concerns regarding confidentiality and security with respect to online payment will abate in the future.
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