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Consumer Attitudes and Online Retail Dynamics in Germany, 2013

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ISBN: CONRT0096IS
Published Date: Nov, 2013
Format: PDF
No of Pages: 71
 
 
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  • Abstract
  • Table of Contents

Product Synopsis

Provides in-depth analysis of the latest trends in online consumer shopping, covering of the factors driving online shopping, consumer insights, market dynamics (covering 25 product categories), and reviews of latest best practice in online retail site design. Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors that will drive this market in the future

Introduction and Landscape

Why was the report written?
“Consumer Attitudes and Online Retail Development in Germany, 2013” is the result of Conlumino’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 Germany’s online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to Germany’s online retail environment. By examining best practice from the 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 retailers, 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?
In terms of value, Germany is the second largest market online retail market in Europe after the UK. The market is witnessing increasing use of smartphones and tablets for online shopping, owing to their ability to allow consumers to shop at any place, or time. The future growth of online retailing will come from Virtual online shopping, same day delivery options, and customization of products online in line with customer requirements.

What are the key drivers behind recent market changes?
Rising internet and smartphone penetration, growing credibility towards online shopping and new product customization services offered by online retailers are the major growth accelerators for online retailing in Germany.

Key Features and Benefits

Understand the consumer behaviour and online trends in Germany.
Understand which products will be the major winners and losers in the coming years.
Learn from best practice approaches outlined 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, Luggage and Leather Goods, Book, 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 Highlights

Online grocery sales have been rising in Germany over the past 5 years, outpacing the growth of Food and Grocery through more traditional channels.
The ability to shop on the move is the key factor favoring mobile shopping in Germany, and a greater number of interactive retailers are offering apps and mobile-optimized websites which provide better quality, customized shopping for their customers.
Online retailers are also using social media as a marketing platform to promote their online stores. They are integrating with social media sites to take advantage of the growing number of social media users.

Table of Contents

1 Introduction
1.1 What is this Report About?
2 Market at a glance
3 Consumer Insight: Online Shopping Attitudes and Behaviors
3.1 Overview of Germany Online Shopping Environment
3.1.1 More than 70% of the German population uses the Internet
3.1.2 High broadband speeds lead to an increase in broadband penetration
3.2 Consumer Attitudes and Behaviour
3.2.1 M-Commerce in Germany to boost the market
3.2.2 Online Grocery Retail to Open up New Possibilities in Online Retailing
3.2.3 Social Commerce
3.2.4 QR code enabled online shopping is gaining traction
4 Online Channel Dynamics
4.1 The Online Channel’s Share of Total Retail Sales
4.1.1 Germany online vs. offline channel forecasts
4.1.2 Online penetration: global and regional comparisons
4.2 Channel Dynamics
4.2.1 Germany retail channel dynamics – future performance
4.2.2 Channel group share development
4.2.3 Individual channel performance
4.3 Category Dynamics
4.3.1 Online vs. offline retail sales comparison by category group, 2012
4.3.2 Online retail market dynamics by category
4.3.3 Online retail sales share by category group
4.3.4 Online retail sales growth by individual category
4.3.5 Food and grocery categories: market size and forecasts
4.3.6 Electrical and electronics categories: market size and forecasts
4.3.7 Music, video, and entertainment software categories: market size and forecasts
4.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts
4.3.9 Books, news and stationery categories: market size and forecasts
4.3.10 Sports and leisure equipment categories: market size and forecasts
4.3.11 Furniture and floor coverings categories: market size and forecasts
4.3.12 Home and garden categories: market size and forecasts
5 Case Studies: Leading Online Retailers in Germany
5.1 Idealo.de
5.1.1 Business Description
5.1.2 Site Experience
5.2 Conrad
5.2.1 Business Description
5.2.2 Site Experience
5.3 Adidas-Deployed Interactive Window Shop
5.4 Goertz – Installed Virtual ‘Pop Up’ Shoe Store
6 Appendix
6.1 Definitions
6.1.1 This report provides 2012 actual sales; while forecasts are provided for 2013 – 2017
6.2 Summary Methodology
6.2.1 Overview
6.2.2 The triangulated market sizing method
6.2.3 Industry surveys in the creation of retail market data
6.2.4 Quality control and standardized processes
6.3 About Conlumino
6.4 Disclaimer

List of Tables

Table 1: Online Retail Sales in Germany
Table 2: Regional Fixed Broadband Users and its Penetration
Table 3: Regional Mobile Broadband Users and its Penetration
Table 4: Germany Online vs. Offline Retail Sales and Forecast (EUR bn), 2007–2017
Table 5: Germany Online vs. Offline Retail Sales and Forecast (USD bn), 2007–2017
Table 6: Germany Online vs. Offline Retail Sales and Forecast (% Share), 2007–2017
Table 7: Germany Online Sales vs. Global Average
Table 8: Germany Online Sales vs. Western Europe Average
Table 9: Germany Overall Retail Segmentation (EUR bn) by Channel Group, 2007–2017
Table 10: Germany Channel Retail Sales and Forecast (EUR bn) by Channel Group, 2007–2017
Table 11: Germany Channel Retail Sales and Forecast (USD bn) by Channel Group, 2007–2017
Table 12: Germany Channel Retail Sales and Forecast (% Share) by Channel Group, 2007–2017
Table 13: Germany Channel Retail Sales and Forecast (EUR bn) by Channel, 2007–2017
Table 14: Germany Channel Retail Sales and Forecast (USD bn) by Channel, 2007–2017
Table 15: Germany Retail Sales Split (EUR mn), Online vs. Offline, 2012
Table 16: Germany Retail Sales Split (USD mn), Online vs. Offline, 2012
Table 17: Germany Online Retailers Market Dynamics by Category Group, 2007–2017
Table 18: Germany Online Retail Sales and Forecast (EUR mn) by Category Group, 2007–2017
Table 19: Germany Online Retail Sales and Forecast (USD mn) by Category Group, 2007–2017
Table 20: Germany Total and Online Retail Sales in Food and Grocery Categories (EUR mn), 2007–2017
Table 21: Germany Total and Online Retail Sales in Food and Grocery Categories (USD mn), 2007–2017
Table 22: Germany Total and Online Retail Sales in Electrical and Electronics Categories (EUR mn), 2007–2017
Table 23: Germany Total and Online Retail Sales in Electrical and Electronics Categories (USD mn), 2007–2017
Table 24: Germany Total and Online Retail Sales in Music, Video and Entertainment Categories (EUR mn), 2007–2017
Table 25: Germany Total and Online Retail Sales in Music, Video and Entertainment Categories (USD mn), 2007–2017
Table 26: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (EUR mn), 2007–2017
Table 27: Germany Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (USD mn), 2007–2017
Table 28: Germany Total and Online Retail Sales in Books, News and Stationery Categories (EUR mn), 2007–2017
Table 29: Germany Total and Online Retail Sales in Books, News and Stationery Categories (USD mn), 2007–2017
Table 30: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (EUR mn), 2007–2017
Table 31: Germany Total and Online Retail Sales in Sports and Leisure Equipment Categories (USD mn), 2007–2017
Table 32: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (EUR mn), 2007–2017
Table 33: Germany Total and Online Retail Sales in Furniture and Floor Coverings Categories (USD mn), 2007–2017
Table 34: Germany Total and Online Retail Sales in Home and Garden Products Categories (EUR mn), 2007–2017
Table 35: Germany Total and Online Retail Sales in Home and Garden Products Categories (USD mn), 2007–2017
Table 36: Germany Exchange Rate EUR–USD (Annual Average), 2007–2012
Table 37: Germany Exchange Rate EUR–USD (Annual Average), 2013–2017 Forecasts
Table 38: Conlumino Retail Channel Definitions
Table 39: Conlumino Retail Category Definitions
Table 40: Conlumino Retail Country Coverage

List of Figures

Figure 1: Share of Online Retail Sales in Total Retail Sales
Figure 2: Total Internet Users and Penetration, 2007–2012
Figure 3: Total Fixed Broadband Subscribers and Penetration, 2007-2012
Figure 4: M-Commerce in Germany
Figure 5: Social Commerce in Germany
Figure 6: Germany Online vs. Offline Retail Sales and Forecast (USD bn), 2007–2017
Figure 7: Germany Online Sales vs. Global Average (% of Total Retail)
Figure 8: Germany Online Sales vs. Western Europe Countries Average (% of Total Retail)
Figure 9: Germany Overall Retail Market Dynamics by Channel Group, 2007–2017
Figure 10: Germany Retail Sales and Forecast (EUR bn) by Channel Group, 2007–2017
Figure 11: Germany Retail Sales, Online vs. Offline, 2012
Figure 12: Germany Online Retailers Market Dynamics by Category Group, 2007–2017
Figure 13: Germany Online Retail Sales and Forecast (USD mn) by Category Group, 2007–2017
Figure 14: idealo: Home Page
Figure 15: idealo: Page Layout
Figure 16: idealo: Mobile Apps
Figure 17: Conrad: Usage of Online Space
Figure 18: Conrad: Organised Product Page
Figure 19: Conrad: Online Tool
Figure 20: Conrad: Mobile Apps
Figure 21: Adidas Neo: Interactive Window Shop
Figure 22: Goertz: Virtual Pop-Up Store
Figure 23: The Triangulated Market Sizing Methodology

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