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Theprogress of e-commerce in Germany—home to Europe’s largest Internetpopulation—was relatively slow, retarded by many of the same issuesseen earlier in other countries, such as the UK and the US. Heightenedsecurity concerns and adherence to traditional payment habits on thepart of many Germans hindered the development of online selling.But the situation has changed.
By the end of 2008, the GfK Groupreported that retail e-commerce sales—excluding event tickets,financial products and travel—reached €13.6 billion ($20 billion), up€2.2 billion ($3.2 billion) from 2007.
“Consumers in Germany have largely overcome their reluctance aboutbuying online,” says Karin von Abrams, eMarketer senior analyst andauthor of the new report, Germany Online: Europe’s Biggest E-Commerce Market Comes of Age.
Eurostatcalculated that 89% of Germany’s male Internet users ages 16 to 74shopped online in 2008—the same percentage that sent or receivede-mails.
Among males ages 25 to 54, the percentage who shopped online was 93%.
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Germany Online: Europe's Biggest E-Commerce Market Comes of AgeThe progress of e-commerce in Germany, Europe’s largest Internetpopulation, reflects patterns seen earlier in other countries, such asthe UK and the US. But cautious consumers’ security concerns andtraditional payment habits are increasingly being overcome.
The Germany Online report analyzes the factors driving the surge in German e-commerce.
Many German retailers were slow to recognize the advantages ofInternet sales—30% of the German firms selling on the Web last yearlaunched their online stores in 2007 or later.
Nevertheless, sales are growing.
By the end of 2008, German retail e-commerce sales—excluding eventtickets, financial products and travel—reached €13.6 billion ($20billion), up €2.2 billion ($3.2 billion) from 2007.
Key questions the “Germany Online” report answers:
- How many German consumers are buying products and services on the Internet?
- How do online buying patterns vary with age and gender?
- How is the arrival of online shopping clubs changing the e-commerce landscape?
- What is the current level of interest in mobile commerce?
- And many others…
The Germany Onlinereport aggregates the latest data from international marketing andcommunications researchers with eMarketer analysis to provide theinformation you need to make fast, whip-smart business decisions.
To download the report to your desktop—click Add to Cart:
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