Consumer Attitudes and Online Retail Dynamics in Germany

Published: July 2012

Publisher: Canadean Ltd

Product ref: 144092

Pages: 76

Format: PDF

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Price: $ 1450.00

Report description

Product Synopsis
Understand the consumer behavior and online trends in Germany.

Understand which products will be the major winners and losers in the coming years.

Learn from best practices approaches outline in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories and Luxury Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of economic recession and recovery on market growth.

Introduction and Landscape
Why was the report written?
“Consumer Attitudes and Online Retail Development in Germany” is the result of Canadean’s extensive market research covering the online retail industry in Germany. It provides the magnitude, growth, share, and dynamics of the online retail market in Germany. It is an essential tool for companies active across Germany’s online retail value chain and for new companies considering entry into the German online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to the German online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?
A unique feature in the German online retail market is the popularity and success of traditional mail–order businesses to adapt to online retail. As a result, companies compete with physical store retailers in markets previously considered incompatible with the online retail format.

What are the key drivers behind recent market changes?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched. This report quantitatively examines the components of change in the market by looking at historic and future growth patterns including how changes in consumer behavior have affected the online retail sector for different product categories.


Key Features and Benefits
Understand the consumer behavior and online trends in Germany.

Understand which products will be the major winners and losers in the coming years.

Learn from best practices approaches outline in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories and Luxury Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of economic recession and recovery on market growth.

Key Market Issues
A significant factor in the low growth of m-commerce is that some retail sites are incompatible with smart phones and are not very user friendly or secure.

Low broadband speed is one of the drawbacks for online shopping as retailers cannot provide rich content and video describing the products, which make the site user friendly.

Key Highlights
The share of online retail sales towards total retail sales increased from 2.4% in 2006 to over 5% in 2011and is expected to increase to 8.7% in 2016.

In terms of online market penetration, music, video and entertainment software was the leading category, with 24.8% of purchases being made online in 2011.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 – 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and behaviors
2.1 Overview of the German Online Shopping Environment
2.1.1 Internet users in Germany reaching saturation with penetration of 85.5% of the total population
2.1.2 High speed broadband connectivity is upcoming norm among telecom providers
2.1.3 Smartphone sales increased by 31% in 2011 over the previous year
2.2 Consumer Attitudes and Behavior
2.2.1 German online retail continues to rise at double digit growth rates
2.2.2 Online female shoppers are more active than their male counterparts in Germany
2.2.3 High–touch product sales is gaining momentum among German e-commerce consumer
2.2.4 Social networking sites are new platforms for retailers to increase their consumer base and total sales
2.2.5 Retail sites compatibility is one of the reasons for low popularity of m-commerce in Germany
2.2.6 Direct bank transfer among the most popular mode of payments in Germany
3 Online Channel Dynamics
3.1 Online Share of Total Retail Sales
3.1.1 Germany Online vs. Offline Channel Forecasts
3.1.2 Online Penetration: Global and Regional Comparisons
3.2 Channel Dynamics
3.2.1 Germany Channel Group Dynamics – Future Performance
3.2.2 Channel Group Share Development
3.2.3 Individual Channel Performance
3.3 Category Dynamics
3.3.1 Online Vs Offline Retail Sales Comparison by Product Category Group 2011
3.3.2 Online Retail Market Dynamics by Category Group
3.3.3 Online Retail Sales Share by Product Group
3.3.4 Online Retail Sales Growth by individual Product Categories
3.3.4.1 Food and Grocery Categories Market Size and Forecasts
3.3.4.2 Electrical and Electronics Categories Market Size and Forecasts
3.3.4.3 Music, Video and Entertainment Software Group Market Size and Forecasts
3.3.4.4 Apparel, Accessories and Luxury group Market Size and Forecasts
3.3.4.5 Books, News and Stationery Group Market Size and Forecasts
3.3.4.6 Sports and Leisure Equipment Product Group Market Size and Forecasts
3.3.4.7 Furniture and Floor Coverings Product Group Market Size and Forecasts
3.3.4.8 Home and Garden Product Groups Market Size and Forecasts
4 Case Studies: Leading Online Retailers in Germany
4.1 Retailer 1: Otto Group
4.1.1 Business Description
4.1.2 Site Experience
4.2 Retailer 2: Conrad
4.2.1 Business Description
4.2.2 Site Experience
4.3 Retailer 3: Tanner + Tailor
4.3.1 Business Description
4.3.2 Site Experience
4.4 Other Innovative Retailers in Germany
4.4.1 Douglas.de
4.4.2 Brands4friends.de
4.4.3 Baur.de
5 Appendix
5.1 About Canadean
5.2 Disclaimer


List of Tables
Table 1: Germany Exchange Rate EUR–US$ (Annual Average), 2006–2011
Table 2: Canadean Retail Category Definitions
Table 3: Canadean Retail Channel Definitions
Table 4: Changes to Canadean Taxonomy
Table 5: Canadean Retail Country Coverage
Table 6: Germany Channel Retail Sales and Forecast (EUR billion), By Channel Group, 2006–2016
Table 7: Germany Channel Retail Sales and Forecast (US$ billion), By Channel Group, 2006–2016
Table 8: Germany Channel Retail Sales and Forecast (% Share), 2006–2016
Table 9: Germany Online Sales Vs Global Average
Table 10: Germany Online Sales Vs Western Europe
Table 11: Germany Overall Retail Segmentation (EUR billion), By Channel Group, 2006–2016
Table 12: Germany Channel Retail Sales and Forecast (EUR billion), By Channel Group, 2006–2016
Table 13: Germany Channel Retail Sales and Forecast (US$ billion), By Channel Group, 2006–2016
Table 14: Germany Channel Retail Sales and Forecast ( % Share), By Channel Group, 2006–2016
Table 15: Germany Channel Retail Sales and Forecast (EUR billion), By Channel, 2006–2016
Table 16: Germany Channel Retail Sales and Forecast (US$ billion), By Channel, 2006–2016
Table 17: Germany Retail Sales Split (EUR billion), Online Vs Offline, 2011
Table 18: Germany Retail Sales Split (US$ billion), Online Vs Offline, 2011
Table 19: Germany Online Retailers Market Dynamics, By Category Group, 2006–2016
Table 20: Germany Online Retail Sales and Forecast (EUR billion), By Category Group, 2006–2016
Table 21: Germany Online Retail Sales and Forecast (US$ billion), By Category Group, 2006–2016
Table 22: Germany Total and Online Retail Sales in Food and Grocery Product Category (EUR million),2006–2016
Table 23: Germany Total and Online Retail Sales in Food and Grocery Product Categories (US$ million),2006–2016
Table 24: Germany Total and Online Retail Sales in Electrical and Electronics Category (EUR million),2006–2016
Table 25: Germany Total and Online Retail Sales in Electrical and Electronics Categories (US$ million),2006–2016
Table 26: Germany Total And Online Retail Sales In Music, Video And Entertainment Categories (EUR million),2006–2016
Table 27: Germany Total and Online Retail Sales in Music, video and entertainment Categories (US$ million),2006–2016
Table 28: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather goods (EUR million),2006–2016
Table 29: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather goods (US$ million),2006–2016
Table 30: Germany Total and Online Retail Sales in Books, News and Stationery Categories (EUR million),2006–2016
Table 31: Germany Total and Online Retail Sales in Books, News and Stationery Categories (US$ million),2006–2016
Table 32: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (EUR million),2006–2016
Table 33: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million),2006–2016
Table 34: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (EUR million),2006–2016
Table 35: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016
Table 36: Germany Total and Online Retail Sales in Home and Garden Product Categories (EUR million),2006–2016
Table 37: Germany Total and Online Retail Sales in Home and Garden Product Categories (US$ million),2006–2016


List of Figures
Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users and Penetration, 2006–2011
Figure 3: Total Fixed Broadband Internet Subscribers and Penetration,2006–2011
Figure 4: Mobile Phone Penetration, 2006–2011
Figure 5: Germany Online Retail Growth, 2006 – 2016
Figure 6: Online Purchase (gender) – 2011
Figure 7: Barriers for Mobile Shopping, 2011
Figure 8: Germany Channel Retail Sales and Forecast (US$ billion), By Channel Group, 2006–2016
Figure 9: Germany Online Sales Vs Global Average (% of Total Retail)
Figure 10: Germany Online Sales Vs Western European Countries Average (% of Total Retail)
Figure 11: Germany Overall Retail Market Dynamics, By Channel, 2006–2016
Figure 12: Germany Retail Sales and Forecast (EUR billion), By Channel Group, 2006–2016
Figure 13: Germany Retail Sales Split, Online Vs Offline 2011
Figure 14: Germany Online Retailers Market Dynamics, By Category Group, 2006–2016
Figure 15: Germany Online Retail Sales and Forecast (US$ billion), By Category Group, 2006–2016
Figure 16: Otto.de – Homepage
Figure 17: Otto Group: Organized Page Layout
Figure 18: Otto Group –Zoom in tool
Figure 19: Otto Group –Recommended products at the bottom of the page
Figure 20: Otto Group – Mobile Edition of Site
Figure 21: conrad.de - Usage of Online Space
Figure 22: conrad.de: Organized Product Page
Figure 23: conrad.de –Online tool
Figure 24: conrad.de –Mobile Apps
Figure 25: tanner-tailor – Product Page Layout
Figure 26: tanner-tailor – Use of Online Space
Figure 27: tanner-tailor – Product Design Tool
Figure 28: douglas.de: Site Layout
Figure 29: brands4friends: Homepage
Figure 30: baur.de: Fashion Blog

Price: $ 1450.00

Related research categories

By sector: Retail (in Off-trade), Consumer (in Trends)

By market: Germany (in Europe)