Insights into the growth of German eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Germany is home to 82.67 million people with a total GDP of 3.48 trillion USD and GDP per capita of 41,244 USD, which is expected to reach 45,863 USD by 2021.

Digital User Insights

There are currently 50.71 million eCommerce usersin Germany, with an additional 2.91 million users expected to be shopping online by 2021. Four years from now, these 53.62 million eCommerce users will spend an average of 1,600.02 USD online.

Internet usage

Dividing internet usageinto age groups gives a better picture of the German eCommerce market – 99% of 16-24 year olds, 94% of 25-34 year-olds and 91% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 77% and 69% daily penetration rate, respectively.

Product Categories

Total German eCommerce revenue across all product categories is 63.45 billion USD, and is expected to grow to 85.79 billion USD by 2021. Electronics & Media is currently the leading product category in Germany, accounting for 20.20 billion USD market share, followed by Fashion, which generates 17.69 billion USD in sales.

By 2021, Fashion will become the most purchased online category, with an estimated value of 24.95 billion USD, and second favorite, Electronics & Media,will have an expected worth of 24.83 billion USD.


In 2016, Germany was ranked 1st in the World Bank Logistics ranking.

Preferred Online Payments

73% of German shoppers like to pay via PayPal when shopping online.

Where does Germany buy from?

The Netherlands supplies Germany with 99 billion USD in imports – ranging from petroleum to cars. Germany’s other key import partners are France ($78.9 billion), Belgium ($66.4 billion), China ($65.2 billion) and Italy ($58.3 billion).

Internet and Device Usage

Internet penetration in Germany is currently 81.4%, and should reach 83% by 2021. Smartphone penetration is a little less (67.1%), but is projected to grow to 77.8% in the next four years.

91% of online shoppers in Germany buy via desktop, a stark contrast to the amount of smartphone (3%) and tablet (5%) shoppers.


In 2017, 10.47 million USD of Germany’s ad spend was spent on TV advertising.

Social Media

45.9 million Germans are monthly active social network users, thanks to WhatsApp, YouTube, Snapchat and Instagram, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.