German e-commerce shows slow growths

E-commerce in Germany is growing slower than expected

German e-commerce shows slow growths. Source: shutterstock.com

E-commerce in Germany was growing slower than expected last year. Still, it’s especially the fashion shops that are losing sales to online retailers. But German trade association HDE still believes in local purchasing, according to Ecommerce News.

Handelsverbands Deutschland released the latest edition of its online monitor. It shows that e-commerce in Germany has increased by 9.1% last year, which is slightly weaker than expected. And just like last year, the growth drivers can mainly be found within the FMCG, DIY & Garden and Home & Furniture sectors.

According to HDE, the weak economic conditions in the fashion and consumer electronics sectors in the retail industry have an impact on e-commerce.

In the sectors Fashion, Consumer Electronics, and Home & Furniture e-commerce is increasingly cannibalizing brick-and-mortar retail
HDE

Spending on fashion and accessories online, for example, grew 8.1% last year, but at the same time, sales among physical fashion retailers fell by 3.1%.

Across all sectors, e-commerce grew by 9.1%, while the absolute sales growth lies somewhere around 4.4 billion euros. About 53.3 billion euros were transacted in German e-commerce last year. The online share of retail sales is now at 10.8%, the German trade association estimates.

Online retail sales in Germany (2000-2019). Source: HDE

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