Online retail sales in Europe will reach $255 billion by 2017

E-commerce sales in Germany will increase 21% by then, a report finds.

Katie Evans

Annual European web retail sales will swell from 112 billion euros (US $149.5 billion) in 2012 to 191 billion euros (US $254.9 billion) by 2017, a 70.5% increase, according to a new report from German trade agency Germany Trade & Invest.

The report, “The E-Commerce Market in Germany,” found that last year 41 million Germans—or just over 50% of the country’s population—bought online.

B2C online sales in Germany totaled 27.6 billion euros (US $36.8 billion) last year and will grow 21.4% to reach 33.5 billion euros (US $44.7 billion) by 2017. Several German e-retailers are expanding beyond their home country to sell online internationally. Nearly 90% of German e-retailers polled in a recent survey by the German E-Commerce and Distance Selling Trade Association sell to shoppers internationally, the report notes. And 43% of those that do not sell outside Germany are working on expanding internationally.

Other findings from the report include:

The research also notes that Germans are increasingly using mobile devices to browse the web.  22% of all German web users browse on their smartphones—up from about 7.3% in 2010. And Germans will purchase 28 million smartphones this year, the report says.

Mobile commerce accounts for between 2% and 10% of total e-commerce sales in Germany, the report says, and 25% of German smartphone owners say they have used their mobile devices to complete a transaction.

A strong network of logistics companies in Germany will help e-commerce continue to grow, the report also says. Germany boasts 3,500 courier companies and 60,000 logistics service providers, including Deutsche Post World Net, DHL, Shenker and Dachser.



e-commerce spending, Europe 500, European e-commerce, Germany, Germany Trade & Invest, m-commerce, mobile commerce