ONLINE CONSUMER BEHAVIOR
BIGGEST ONLINE MARKET IN EUROPE
As the biggest market in Europe in terms of population,
internet use and total purchasing power levels, Germany
offers major opportunities for international companies
looking to participate in the domestic market. With 56
million people (79 percent of the population aged 14
years of age or older) online on a regular basis, Germany
boasts the most internet users in Europe.
MATURE AND AFFLUENT CONSUMER TREND
As expected, younger people are more likely to buy
online than older people. Almost 100 percent of 15- to
29-year-olds are online and accordingly constitute the
most active internet consumer group. However, people
55 years of age and older are becoming an increasingly
important target group for the retail industry in general.
They are more active and healthier than their parents’
generation at the same age, and they form the group with
the highest per capita purchasing power. The share of
online buyers aged 65+ grew strongest in 2012 (27 per
cent increase compared to 2007 levels).
INCREASED ONLINE PURCHASE LEVELS
The International E-Commerce Study 2015 conducted
by the Centre for Retail Research predicts that each
German will make 19 online purchases on average this
year. This is an increase compared to last year (17 pur
chases), and higher than the European (17.8 purchases)
and US (15.8 purchases) averages. The study forecasts
that German online shoppers will spend more than EUR
1,200 online in 2015, placing Germany second in Europe
only after the UK in terms of online spending.
ONLINE EXPENDITURE BY SECTOR
According to a 2014 bevh study, the product categories
“Jewelry and Watches,” “Furniture and Decorations,”
“Apparel, Textiles and Shoes,” and “DIY, Garden and
Flowers” recorded the strongest growth rates over the
period 2011 to 2014. In 2014, digital goods and services
(e.g. travel packages and event tickets as well as down
loads) generated the highest e-commerce turnover in
the service sector with more than EUR 11 billion. The
highest sales in e-commerce were generated in the ap
parel (EUR 11.9 billion), consumer electronics (EUR 5
billion) and books (EUR 4.1 billion) product categories.
The furniture and decorations category generated rev
enue of EUR 2.5 billion and grew significantly from 2013
(EUR 1.6 billion).