After a difficult period, e-commerce in Germany has returned to growth. In 2024, the sector experienced a slight increase in gross sales, reaching a total of 80.6 billion euros. This marks the first growth since 2021, although it remains modest. Despite ongoing concerns over consumer sentiment, online retail has managed to maintain its share of total retail trade, which has stabilised at just over 10 percent. Following the peak years of recovery after the pandemic, the growth in digital services has now levelled off, reflecting a more normalised market.
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The outlook for 2025 remains cautiously optimistic. Industry experts, including the Federal Association of E-Commerce and Mail Order (bevh), forecast continued growth in the sector, estimating a 2.5 percent increase in sales. However, this recovery is not without risks, such as potential political instability or further geopolitical tensions that could dampen progress. Still, the positive momentum is largely attributed to a high savings rate among consumers, providing a buffer against the challenges they face.
One notable highlight is that consumer satisfaction with online shopping remains exceptionally high, with 96 percent of customers expressing contentment with their purchases. Moreover, a growing number of consumers are indicating they intend to spend more on e-commerce in the future, a sign that online retailers are effectively enticing customers despite the ongoing economic downturn. In fact, by the end of 2024, over 11 percent of consumers reported their intention to increase their online spending in the coming months.
In terms of shopping platforms, online marketplaces have experienced the most significant growth, continuing to dominate the e-commerce landscape. These platforms saw a notable increase in sales, while other types of retailers, such as pure online players and multichannel retailers, faced slight declines.
There are also emerging trends offering hope for the future. Social commerce, where purchases are inspired by social media, is gaining traction, particularly among younger consumers. Additionally, re-commerce—the trade of second-hand or refurbished goods—has become increasingly popular, contributing to the growing role of e-commerce in the circular economy. With more consumers embracing these practices, the future of online retail looks promising, with potential for faster growth if the right conditions prevail.
As e-commerce continues to evolve, it remains clear that the sector's recovery is still in its early stages. However, with consumer satisfaction high and new growth areas emerging, the outlook for the coming years appears positive.
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