TOP 4 PRODUCTS PURCHASED ONLINE

TOTAL VALUE OF THE ONLINE MARKET IN 2011

HOW DO THE SHOPPERS

DO RESEARCH(in %)

Using a search engine (usually Google)

Using price-comparison sites

Find retailers from brand web sites

Ebay

Community/review/test web sites

20

44

40

have purchased online during 2011 or a similar number that can describe how mature the market is

WHAT INFLUENCE THE GERMANS MOST WHEN THEY VISIT YOUR WEB SHOP (in %)

42 million

€34.000.000.000

GERMANYE-COMMERCEWhat you need to know to sell online in Germany

WWW

BUY

BOOKS/DVD

TICKETS ELECTRONICS

WHAT YOU HAVE TO DO TO BE

SUCCESSFULIn Germany you have to be fully localized, there are so many skilled competitors. Almost won't do the trick for you.

German’s are thorough people, they do research and a good reputation is critical.

Safe shopping and free shipping

Price and speed

WHAT WILLHURT YOUR

CONVERSION RATENot answering the phone in native German (German online shoppers call a lot)

Not having the right distribution solution can reduce conversion rate with 10%

See Infographics from other countries at: http://makesyoulocal.com/e-commerce-statisticSources: http://www.ecommerce-leitfaden.de/download/studien/Studie_Multikanalvertrieb.pdfhttp://www.bvh.info/zahlen-und-fakten/allgemeines/http://de.statista.com/statistik/daten/studie/165161/umfrage/meistgenutzte-zahlungsverfahren-der-kunden-von-online-haendlern/ibi research 2012

49

SOCIAL MEDIA STATUS

POPULATION

81,859,000After UK, this is the biggest ecommerce market in Europe. A market with lowshipping costs and a market with many attractive channels.

A GERMANONLINE SHOPPER

WAS SPENDING IN 2011€809

WHAT INFLUENCES THE BUYING OF WOMAN AND MEN

42%58%

G E R M A N Y

HOW WE PREFER TO

PAY ONLINE (in %)

45

35

23

17

9

Invoice

Online banking

Paypal

Credit card

Lastschrift (direct debit)

€12.820.000.000 €3.260.000.000

€3.260.000.000€8.000.000.000

TWITTER ACCOUNTS

FACEBOOK USERS

5 million

24 million

HOW GERMANS DECIDE WHERE TO SPEND THEIR MONEY

WHO IS BUYING?

Price 80 65

6079Trust worthty

Payment options

Delivery options

Return policy

FASHION

74

70

Return rates in Germany

are high! In fashion

expect around 35%

The growth in online sales since last year is 12,2% - equals more

than 4 billion EUR.

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