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German E-commerce Report 2021

Published on 17 Jan 2023

Get tangible figures on the latest e-commerce trends in Germany

Much has happened in online shopping over the years, but never have there been such major changes – changes that bring considerable advantages to online shops. This 15th edition of the German online shopping report explores how 2021 saw a rapid change in shopping habits. It provides insights into expectations of a seamless shift between physical and digital channels and predicts major investments in omnichannel solutions from retail chains. It details the significant difference in payment method preferences in various countries, for those who sell abroad or who are thinking of starting.

Other countries regularly choose German products over their own local webshops, and German online shoppers regularly support German businesses. 2021 reflected this sentiment with gains across the board for products, services, and travel eCommerce – but what’s behind the success of German online stores? We’ve begun to see old habits re-emerging along with new opportunities being shaped based on pandemic interests and behaviours. The report provides insight into buying habits of local consumers; strengths and weaknesses of international competitors; and the intra-industry opportunity for growth or adaptation— and more.

Are you interested in expanding into new markets throughout Europe? We offer the following reports:

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Our turnover increased by 21.5%. Additionally, we have 28% more transactions – and 49% more orders from mobile.

Customer story

Jon-Inge Heldal

CEO Parkett.no

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Our conversion rate increased from three to four percent, a very big change that resulted in an increase in completed purchases by 30%.

Customer story
Per Erik Raune – Norsk Bildelsenter

Per Erik Kirkaune

Marketing Manager at Norsk Bildelsenter

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Previous payment solutions have given us lots of manual work. We had to log into several portals to manage transactions, and there was much fraud. With Nets Easy none of that is an issue anymore.

Cecilie Ciekals

Performance Marketing
Manager at Lampehuset