2024年德国电商市场报告

Germany 360° Performance, Consumer Insights, and Market Dynamics

Strategic Overview

Germany is one of Europe's more mature e-commerce markets, with a high percentage of its population shopping online. Despite economic challenges, such as rising energy prices and inflation, the market remains attractive for international retailers. Key points include:

• Economic Outlook: Germany is the third-largest economy globally, with a GDP of $4.59 trillion. The economy is expected to grow positively in 2024 and 2025.
• Retail Landscape: Over half of leading e-commerce retailers have their headquarters in Germany, including global brands like Adidas and omnichannel retailers like Douglas and Lidl. Marketplaces dominate web traffic, accounting for 83% of traffic originating in Germany.

Market Review

The market review highlights the impact of economic conditions on e-commerce sales:

• Online Demand: Consumer confidence dropped, leading to a 11.8% decline in online sales in 2023, totaling just below €80 billion.
• Sales Trends: Multichannel retailers experienced the biggest decline in sales (-18.1%), followed by department stores (-3.9%). D2C models saw a 11.1% decline, while marketplaces and pureplays reported higher sales compared to pre-pandemic levels.
• Future Predictions: Online sales are expected to grow by 2% in 2024, with some sectors showing signs of recovery.

Market Dynamics

Key market dynamics include:

• Sustainability: Retailers are increasingly focusing on sustainable practices.
• Retail Media: Retail media platforms are gaining importance.
• Subscriptions: Subscription-based models are growing in popularity.
• In-Store Services: Retailers are enhancing in-store services to attract customers.
• Payments: Innovations in payment methods are improving customer experiences.
• Marketplaces: Marketplaces remain a significant player in the e-commerce landscape.

Consumer View

The consumer view emphasizes changing behaviors and preferences:

• Subscription Focus: Consumers are increasingly subscribing to various services.
• In-Store Services: Enhanced in-store services are becoming more important.

Retailer Performance

The RetailX Germany Top100 provides insights into top-performing retailers:

• Fulfilment: Companies like Rewe are investing heavily in logistics and digitalization.
• Payments: Retailers are adopting innovative payment solutions.
• Marketplaces: Growth in marketplaces is driven by increasing consumer preference.

Company Profiles

Key company profiles highlight successful strategies:

• Adidas: Focusing on sustainability and innovation.
• Douglas: Omnichannel retail with extensive store networks.
• Hornbach: Leading in home improvement and DIY products.
• Lidl: Strong performance in grocery and household goods.
• Otto: Investing in logistics and customer-focused AI.
• Rewe: Major investments in infrastructure and sustainability.
• Rossmann: Growing presence in pharmacy and health care.
• Zalando: Leading e-commerce platform with expanding market share.

Key Learnings

• Market Entry Opportunities: International retailers can enter the German market and gain market share.
• Consumer Behavior: Understanding changing consumer behaviors is crucial.
• Sustainability and Innovation: Retailers must focus on sustainability and innovation to stay competitive.

Partner Perspectives

• Avalara: Insights on tax compliance and digital transformation.
• Navan: Expertise in retail analytics and data-driven decision-making.
• Tealium: Solutions for customer engagement and data management.

Conclusion

Despite economic challenges, the German e-commerce market offers significant opportunities for growth. Retailers need to adapt to changing consumer behaviors and invest in sustainability and innovation to thrive. The RetailX Germany 360° report provides comprehensive insights into the current state and future prospects of the market.