The online retail industry in Germany increased by 10.9 percent to reach 58.46 billion euros at the end of 2017. For the first time, every eighth of a euro spent in the retail sector came from ecommerce sales.
Independent online and multichannel retailers grew, both in absolute figures and as a percentage, more than retailers who sell through online marketplaces. According to German ecommerce association Bevh, Marketplaces continue to be the most important player in terms of online purchases.
Online marketplaces generate €27.9 billion in sales
Last year, the combined sales of multichannel retailers increased by 21 percent to reach 20.1 billion euros in online and mail-order sales, which is nearly 3.5 billion more than in 2016. Online marketplaces grew their sales 4.4 percent to 27.9 billion euros, while the total revenue of online pure players increased by 12.6 percent to 8.56 billion euros.
Impressive growth of ecommerce in smaller communities
Another study by Bevh shows that almost 60 percent of online sales in Germany come from communities with less than 50,000 inhabitants. In these communities, sales increased by 17.1 percent in 2017.