Highlights and basic data about consumers and market places in Germany 

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Transparency and trust are key for Germans.

German consumers are the conscious consumers of Western Europe. This extends from understanding delivery options even before they add an item to their basket, to how any information they provide about themselves is going to be held or used by a retailer. 

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Product reviews are popular in Germany, with shoppers trusting the opinions of other customers. Half of online shoppers say that they look at product reviews from other customers on the internet and find them very helpful. 

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Having an order delivered directly to their home is the main reason given for shopping online by 66% of consumers polled.

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A Demographic opportunity for retailers is capturing market share in those states with a high percentage of online shoppers. More than half of Germany’s online shoppers live in the three most populous states of North Rhine-Westphalia, Bavaria and Baden-Württemberg. 

 

When German consumers shop online, they are more likely to reach for their smartphone than turn to a laptop or desktop computer. This rise in mobile commerce is affecting the use of mobile apps and social media, which are now ubiquitous throughout retail.

 

Main e-commerce payment methods in Germany

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The top payment methods for online purchases in 2020 were:

1. Paypal or similar (48%)

2. Invoice (21%)

3. Debit or credit card (19%)

4. Direct debit payment through a bank (6%)

5.  Mobile App (2%)

6. Cash on delivery (2%)

 

Most popular online marketplaces in Germany

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The top 10 marketplaces in Germany in 2022 are:

1. Amazon.de (488 million monthly visits in Germany)

2. eBay & eBay Kleinanzeige (193 monthly visits in Germany)

3. Otto Market ( 53.5 million monthly visits in Germany)

4. Zalando (30 million monthly visits in Germany)

5. Etsy (13 million monthly visits in Germany)

6. About You (8.1 million monthly visits in Germany)

7. Shopapotheke.com (monthly visits in Germany

8.  Alternate.de (4.5 million monthly visits in Germany)

9. Hood.de (2.6 million monthly visits in Germany)

10. Avocadostore.de (840 000 monthly visits in Germany)