B2C E-Commerce in Germany

The 10 Most Popular Sites for German Online Shoppers in 2006

1. eBay.de Online auction and marketplace, new and used articles
2. amazon.de Online auction and marketplace, new and used articles
3. tchibo.de Frequently changing clothing, household items, and electronics
4. otto.de Mail order company offering of general to specialized goods
5. weltbild.de Publishing house and bookstore
6. quelle.de Mail order company, owned by Germany’s Karstadt AG
7. neckermann.de Subsidiary of Karstadt AG, wide range of mail order products
8. conrad.de Mail order electronics
9. buch.de Online bookseller
10. heine.de Mail order subsidiary of Otto GmbH & Co KG

In 2006, EUR 46 billion were exchanged in the B2C market, representing 11% of the Germany’s total e-commerce volume.
German online shops that target consumers directly are subject to seasonal cycles, with November and December predictably having the highest revenues. Regardless of season, however, more and more people are venturing online and the Internet is gaining an ever-stronger influence in every phase of the buying process.
In Germany, this influence is especially visible in online sales of IT products. Whether for big or small-ticket items, more and more consumers are reaching for the mouse when seeking purchasing advice.
An analysis of German computer enthusiasts of all ages revealed that price plays a major role in determining where various IT products are purchased. Sales of small-ticket items such as speakers, web cams, and wireless input devices are reasonably balanced between bricks-and-mortar stores and online shops. More expensive devices, however - laptops, desktops, monitors - are purchased 58% of the time via keyboard and mouse.
Two principal factors influence this decision: store hours and expert advice. Consumers who choose the offline route place a high value on personalized in-store advice, which shows not as important for virtual shoppers, for whom freedom from closing times comes first. This group prizes quick, stress-free transactions, price comparisons, and larger selections.
Small, lightweight, expensive, brand name articles sell very good online in Germany. Specific solutions for various market segments that add value for customers can win business. Free shipping is one of these values for German consumers.