Germany: Your gateway to e-commerce success

Economic powerhouse: Germany has the largest economy in Europe and the fourth largest globally, offering a stable and lucrative market for e-commerce businesses.
Highly developed infrastructure: Advanced logistics, transportation networks and high internet penetration ensure efficient mail order deliveries for e-commerce stores.
Significant consumer base: Over 82 million residents with high average spending provide substantial growth opportunities for e-commerce businesses.
Sustainability focus: German consumers prioritise sustainable products and practices, enhancing brand reputation for e-commerce websites and service providers.

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Facts about e-commerce in Germany

Germany has a thriving e-commerce market, characterised by a large number of online stores, high consumer spending and a variety of popular product categories, making it a prime target for cross-border e-commerce businesses.

406000

Webshops

Germany occupies an important position in the European market with 406,000 online stores, underscoring the country’s significant presence in online retailing.

€79.7 billion

E-commerce market size

The German e-commerce market reached €79.7 billion in 2023 and is projected to grow to approximately €98.31 billion by 2024, with a forecasted increase to €132.89 billion by 2028.

€2.200

Average consumer spending online

In 2023, the average German consumer spent approximately €2,200 per year on online purchases, reflecting a slight increase from previous years and highlighting strong consumer engagement in the e-commerce sector.

Fashion

Largest online category

In German online retail, the best-selling products are fashion, electronics and telecommunications. The online fashion segment alone accounts for about 24.2% of total e-commerce revenue.

€174

Average order value

The average amount spent per person per online order in Germany is approximately €174. This figure positions Germany among the top countries in Europe for online consumer spending.

24.2%

Returned online purchases

Approximately 24.2% of online purchases are returned, one of the highest rates in Europe. This high return rate is especially significant for clothing items, driven by generous free return policies and the common practice of buying on account.

Unlock e-commerce success in Germany

Explore key factors like economic advantages, logistics, consumer base, innovation, trust, payment preferences and sustainability.

Economic powerhouse

Germany's robust economy, the largest in Europe and fourth globally, offers a stable and lucrative market for e-commerce businesses in the European Union. (Read more)

Advanced logistics network

Germany's state-of-the-art logistics infrastructure ensures efficient and reliable deliveries, supported by leading transportation networks and high internet penetration. (Read more)

Significant consumer base

With over 82 million residents and high average spending per person, Germany presents substantial growth opportunities for e-commerce businesses. (Read more)

Innovation in E-commerce

Germany is a hub for e-commerce innovation, home to major brands like Zalando, Adidas and Hugo Boss, and for fostering a dynamic business environment. (Read more)

Consumer trust and payment preferences

German consumers value reliable reviews and preferred payment methods such as PayPal and direct debit, which are crucial for building trust and market presence. (Read more)

Focus on sustainability

Germany's eco-friendly regulations and consumer demand for sustainable products make it an ideal market for businesses prioritising green practices. (Read more)

Cross borders with Monta

Simplify your cross-border e-commerce with our multi-warehousing and line-haul solutions.

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Monta warehouses in multiple countries

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National and international routes

Economic powerhouse: Why Germany leads in e-commerce

Germany's robust economy, the largest in Europe and the fourth largest globally, offers a stable and lucrative market for e-commerce businesses.

Demographic advantage: Over-50s make up 24% of e-commerce users, indicating a mature and affluent consumer base.
Superior business environment: Germany's solid economic foundation and high internet penetration rate provide fertile ground for e-commerce growth.
Strong cross-border market: With a 26% cross-border market share (€33.5 billion), Germany ranks seventh globally in cross-border e-commerce.
Future growth prospects: It is expected that there will be 68 million e-commerce users in Germany by 2025, highlighting significant growth potential.

Advanced logistics network: Ensuring efficient e-commerce deliveries

Germany's state-of-the-art logistics infrastructure ensures efficient and reliable deliveries, supported by leading transportation networks and high internet penetration.

World-class transportation: Germany's extensive network of highways, railways and airports facilitates swift and reliable shipping across Europe.
Dominant carriers: DHL, the market leader with a 28.40% share, is renowned for its global reach and efficiency. As part of the DHL Group, Deutsche Post handles 61 million letters and 6.7 million parcels daily in Germany, showcasing their robust domestic capabilities.
High internet penetration: One of the highest in Europe, enabling seamless digital transactions and real-time logistics management.
Technological integration: Cutting-edge technology in logistics operations ensures streamlined processes and improved efficiency, making Germany a top choice for e-commerce fulfilment.

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Monta warehouses

The Netherlands – A VAT-friendly powerhouse for e-commerce success

Significant consumer base: Tapping into the potential of the German e-commerce market

With over 82 million residents and high average spending, Germany offers substantial growth opportunities for e-commerce businesses.

High average spending: German online customers spend about €2,200 per year –putting them among the highest in Europe.
Large population: As of June 2024, Germany's population is estimated at 83,255,236, providing a vast consumer base.
Cross-border market share: Germany holds a 26% share in the cross-border e-commerce market, equivalent to €33.5 billion, ranking seventh globally.
Growing e-commerce usage: Forecasts predict that e-commerce usage in Germany will reach around 68 million by 2025, indicating a significant upward trend in online shopping.

Germany's large consumer base with high spending and growing e-commerce engagement offers great potential for businesses expanding into one of the largest e-commerce markets.

Innovation in e-commerce: Germany leading the way

Germany is a hub for e-commerce innovation, home to major brands like Zalando, Adidas and Hugo Boss, and for fostering a dynamic business environment.

Top eRank position: Germany has secured the top position in eRank with a roster of renowned cross-border webshop champions such as Bauhaus, Hello Fresh, Zooplus, Lidl, About You and Westwing.
Dominant marketplaces: Amazon leads with impressive net e-commerce sales of $18.556 million annually. Other major players include eBay.de and Otto.de, each offering a wide range of products and services.
Leading e-commerce platforms: WooCommerce is the biggest e-commerce platform in Germany, followed by Shopware, Shopify, Magento, PrestaShop, Lightspeed, Salesforce Commerce Cloud and BigCommerce.
Fashion sector leadership: Zalando.de is the frontrunner in the German e-commerce fashion sector, supported by other fast-growing marketplaces like Kaufland.de, Mediamarkt.de, Saturn, ASOS, Conrad and Decathlon.

Germany's vibrant e-commerce landscape, characterised by top-ranking webshops, diverse marketplaces and leading platforms, drives continuous innovation and growth.

Choose from 35+ available integrations

Explore Monta's diverse range of integrations, offering over 35 options!
Tailored to optimise your e-commerce operations and enhance the fulfilment experience.

10+

E-commerce platforms

International marketplaces

15+

Freight & shipping solutions

ERP systems

If your preferred solution is not among the ready-to-use integrations, Monta can craft a custom integration tailored to your needs.

Consumer trust and payment preferences: Building your e-commerce success in Germany

German e-commerce customers value reliable reviews and preferred payment methods like PayPal and direct debit, crucial for building trust and market presence.

Preferred payment methods: In 2022, PayPal led with 29.6% of online sales, followed by buying on account (23.8%), direct debit (20.9%) and credit cards (12.1%). Giropay is also gaining traction.
Importance of reviews: German consumers place high importance on trustworthy reviews. Having multiple, credible reviews is essential as consumers base their purchasing decisions heavily on this feedback.
Building trust: Ensuring the presence of reliable reviews and offering preferred payment options like PayPal and direct debit is critical for gaining consumer trust and enhancing your market presence in Germany. UPS and GLS for specific needs.
Evolving payment trends: The digital payment platform Giropay, offered by German banks and savings banks, has seen a significant increase in recent years, reflecting the dynamic nature of payment preferences.

By prioritising customer experiences and trust through reliable reviews and preferred payment methods, e-commerce businesses can effectively capture and retain the German market.

Capturing the Dutch market – Payments and building trust

Focus on sustainability: Embracing green practices in Germany

Germany's eco-friendly regulations and consumer demand for sustainable products make it ideal for businesses prioritising green practices.

Consumer demand: German consumers prioritise sustainable products and environmentally friendly practices, creating a strong market for green businesses.
Recycling legislation (VerpackG): The VerpackG law mandates recycling of all packaging introduced to the German market. If recycling is not feasible, businesses must contribute to waste management efforts.
Eco-friendly logistics: Logistics companies are increasingly converting their fleets to electric vehicles for last-mile delivery. DHL, a leader in this shift, has covered over 100 million last-mile kilometres with e-vehicles and uses 86% renewable electricity.
DHL’s sustainability initiatives: DHL employs over 28,500 bicycles for zero-emission last-mile delivery and has over 70,000 certified GoGreen specialists. They offer a comprehensive portfolio of green logistics solutions, helping businesses minimise their carbon footprint while maintaining efficient supply chains.

Germany's strong focus on sustainability, supported by stringent regulations and consumer demand, provides excellent opportunities for businesses to adopt and benefit from green practices.

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Since 1999, we've been continuously refining our smart warehousing software,
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Take action – Launch your Dutch e-commerce success story with Monta

Take action – Launch your Dutch E-commerce story with Monta

Ready to expand your e-commerce business in Germany?

Germany offers exceptional opportunities for e-commerce growth with its robust economy, advanced logistics, large consumer base and focus on sustainability. Here’s why you should consider Germany for your e-commerce expansion:

Economic powerhouse: Tap into the largest economy in Europe, with a stable and lucrative market environment.
Advanced logistics network: Benefit from state-of-the-art logistics infrastructure and leading carriers like DHL, ensuring efficient and reliable deliveries.
Significant consumer base: Reach over 82 million residents with high spending power and a growing engagement in online shopping.
Innovation in e-commerce: Join a dynamic market with top-ranking brands and diverse, influential marketplaces.
Consumer trust and payment preferences: Build trust with German consumers through reliable reviews and preferred payment methods like PayPal and direct debit.
Focus on sustainability: Align with German consumer demand for sustainable products and practices, leveraging eco-friendly regulations and logistics solutions.

Take the next step with Monta

Expand your business with Monta’s e-commerce solutions. Our expertise in cross-border e-commerce, advanced fulfilment strategies and sustainability commitment will ensure your success.

Contact us today to learn more and get started!

Reach out for a consultation. Let’s make your e-commerce expansion into Germany seamless and profitable.

Frequently asked questions

Why should I expand my e-commerce business to Germany?

Germany offers a strong economy, advanced logistics, a large consumer base with high spending power and a focus on sustainability, making it ideal for e-commerce expansion.

What are the preferred payment methods in Germany for online shopping?

German consumers prefer PayPal (29.6%), followed by purchase on account (23.8%), direct debit (20.9%) and credit cards (12.1%). Giropay is also growing in popularity.

What logistics advantages does Germany offer for e-commerce businesses?

Germany's advanced logistics network includes extensive highways, railways and airports. Leading carriers like DHL ensure efficient deliveries, supported by high internet penetration for seamless transactions.

Additional resources:

DHL Group: (2023) (DHL Group | Mar 09, 2023: DHL Group concludes 2022 with new records thanks to its international DHL business and is well prepared for 2023)

Statista: (E-commerce in Germany - Statistics & Facts)

Ecommerce News Europe: (E-commerce in Germany)

Sustainability and Regulations: VerpackG(Packaging Law)