German online store sales increased by 33%, Amazon became one of the best-selling platforms!

Recently, according to a report by the Cologne Retail Research Institute (EHI), in the past year, the total sales of nearly 1,000 online stores in Germany increased by 33% to nearly 69 billion euros, which is almost three times the growth in 2019.

Among them, Amazon is the most popular e-commerce platform among German consumers, followed by OTTO and European online fashion mall Zalando.

The report said the top ten online retailers, including Amazon, OTTO and Zalando as well as Media Markt , Saturn, Lidl, Apple, IKEA, Notebooksbilliger.de and H&M, accounted for 40% of all online sales in Germany.

In the survey, the top 100 online retailers accounted for nearly three-quarters of total sales. The online businesses of hardware chain Hornbach, furniture retailers Ikea and Saturn also achieved particularly strong growth during the epidemic, which is worthy of attention .

Germany is Europe's largest economy, one of the largest e-commerce markets in Europe, and the second largest retail e-commerce market in Europe. According to PostNord data, Germany ranks higher than the European average in terms of both the number of online buyers and the average annual spending per buyer.

With an Internet penetration rate of 93%, 83% of online shoppers, and an average online shopping expenditure of 1,355 euros, both higher than the European average, many sellers are optimistic about the prospects of Germany's e-commerce market.

Germany has a large population, well-developed infrastructure, and a generally high standard of living. German consumers have higher requirements for product quality, so the profit margin is much higher than that of the UK and the US.

In terms of product selection, local consumers' favorite online shopping products are consumer electronics and media products. Among them, smartphones and accessories, smart watches, computers and accessories, drones, and 3D printers are all star products in the consumer electronics category; home and gardening products are also very popular in Germany. According to eBay's internal data, Chinese sellers sell one home and gardening product every second on the eBay German site, and furniture, home appliances, outdoor gardening, etc. are the categories with the largest sales.

It is worth noting that German consumers prefer to return products. Studies have shown that Germany is one of the countries with the highest return rate, up to 50%. The reason is that the regulatory regulations on consumer rights protection are strict, and it is also affected by consumer behavior. Many people in Germany tend to buy multiple colors and sizes, and return unwanted products after receiving them for trial. So this is also worth the attention of sellers.

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