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1. Germany B2C E-Commerce Report 2010
April 2010
Provided by
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
April 2010
Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
57
Covered Countries
Germany
Price
€1,450 (excl. VAT)
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Germany

2. Germany B2C E-Commerce Report 2010
Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• The number of Internet users in Germany reached 44 millions in 2009, accounting for 67% of the total
population.
• The number of German Internet shoppers reached 33 million in 2009, accounting for 75% of total Internet
users.
• More than 63% of Internet users in Germany accessed the Internet for “Online Shopping” in 2009.
• During the 12 months prior to November 2009, 15 million people had bought online from the category
“Fashion and Shoes” in Germany.
• The majority of online shoppers in Germany relies on offline payments like advance payment, invoices,
and cash on delivery.
Company and Product Information
About our Reports
Market reports by yStats.com inform top managers about recent market trends and assist with
strategic company decisions
A list of advantages
• yStats.com provides secondary market research: By using various sources of information we ensure
maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of
the market situation.
• The analyses, statistical reports and forecasts are only based on reliable sources including national and
international statistical offices, industry and trade associations, business reports, business and company
databases, journals, company registries and news portals.
• Our international employees research and filter all sources and translate relevant information into English.
This ensures that the content of the original studies is correctly interpreted.
• yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board
presentations or be individually adapted.
• If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.
About yStats.com
• Founded in 2005, yStats.com is committed to research of objective, demand-based and up-to-date data on
markets and competitors for top managers from various industries including retail, home shopping,
e-commerce, telecommunications, logistics and energy.
• Headquartered in Hamburg, Germany, the firm is a specialist for secondary research with a strong
international focus.
• Major clients include Otto Group, Wirecard, Credit Suisse, Deloitte, Red Bull, Beiersdorf and Deutsche Post.
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany

3. Germany B2C E-Commerce Report 2010
Table of Contents (1 of 2)
1. Trends 3. Shares
• Germany vs. EU Broadband & Internet Usage • B2C E-Commerce Share on total Retail and
Indicators, 2004-2008 Distance Selling in Germany, in %, 2003-2009
• Reasons for Internet Access in Germany, in % of • Share of Goods and Services on B2C E-Commerce
Internet Users, 2009 Sales in Germany, in %, 2008-2009
• General Trends in B2C E-Commerce in Germany
• B2C E-Commerce of Clothing and Fashion in
Germany
• Growth Potential of the various German Online
Consumer Types, 2009
• Value and Number of Online Purchases and
Average Spending per Online Purchase in
Germany, 2007-2008
• Mobile Device Trends in Germany: Top Mobile
Device Families, Top Smartphone Operating
Systems
• Mobile Device Trends in Germany: Mobile Content
Usage
2. Sales 4. Products
• B2C E-Commerce, Retail and Distance Selling • Product Category Ranking for E-Commerce by On-
Sales in Germany, in EUR billion, 2003-2009 line Shoppers in Germany, in millions, April 2009
• B2C E-Commerce Sales (Goods only) in Germany, • Breakdown of B2C E-Commerce Sales and Sales
in EUR billion, 2001-2009 Growth in Germany, by Non-Food Segments,
• B2C E-Commerce Sales of Non-Food Products in in %, 2008-2009
Germany, in EUR billion, 2003-2009 • Top 5 Product Categories ordered Online, by Age
• B2C E-Commerce and Travel Sales in selected Groups in Germany, in %, 2009
European Countries, including Germany, in EUR • Top 10 Online Products bought by Consumers in
billion, 2014f Germany, in %, 2008
• B2C E-Commerce by Country in Europe, including • Top 10 Online Sales in Germany by Product
Germany, in GBP billion, 2009 & 2010f Category, excl. Services, in EUR million, 2008
• Types of Goods and Services bought Online in
Germany, compared to the EU27 Average, in %,
Q2 2008
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany

4. Germany B2C E-Commerce Report 2010
Table of Contents (2 of 2)
5. Users / Shoppers 6. Players
• Individuals in Europe using the Internet on • Leading B2C E-Commerce Players in Germany;
average daily or almost every Day, including by Online Sales in EUR million, 2008
Germany, in %, Q1 2009 • Leading B2C E-Commerce Players in Germany; by
• Development of Internet Users (millions) and its Unique Visitors and Audience Reach, February
Percentage of Country Population in Germany, 2010
2001-2009 • Leading B2C E-Commerce Players in Germany; by
• Forecast of Internet Users (millions) and its Number of Online Shoppers (million), April 2009
Percentage of Country Population in Germany, • Leading B2C E-Commerce Players in Germany; by
2008-2013f Number of Customers (million), 2008
• Internet Usage by Category and Gender in
• Leading Shopping Clubs in Germany; by Sales in
Germany, in %, 2008 EUR million, 2009
• Internet Usage by Category and Age Group in • Facts about Amazon.de
Germany, in %, 2008
• Facts about Otto.de
• Development of Internet Shoppers (millions) and
• Facts about Neckermann.de
their Percentage of Internet Users in Germany, in
%, 2001-2009 • Facts about eBay.de
• Number of Online Shoppers in selected European
Countries including Germany, in millions, 2014f
• Internet Shoppers in Europe by Gender, including
Germany ranked by Total, in %, Q1 2009
• Internet Shoppers in Germany by Age Groups,
compared to the EU27 Average, in %, 2008
• Share of Internet Shoppers in Germany, compared
to the EU27 Average, in %, 2004, 2006, 2008 &
2009
• Average Expenditure (in EUR) and Purchasing
Frequency of B2C E-Commerce Consumers in
Germany, 2008-2009
• Percentage of Households in the EU with Internet
Access / Broadband Connections, in %, Q1 2007-
Q1 2009
• Total Broadband Subscribers in Germany,
compared to USA and the OECD, 2003-June 2008
• Total Broadband Subscribers per 100 Inhabitants
in Germany, compared to USA and the OECD
Average,2003 -June 2008
• Broadband Subscribers in Germany, by Access
Technology, compared to the OECD Average, in %,
June 2008
• Daily Internet Access and Broadband Penetration
in EU Comparison, 2008
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany

5. Germany B2C E-Commerce Report
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
The number of Internet users in Germany reached 44 millions in 2009,
accounting for 67% of the total population.
Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2009
80 80%
67%
66%
70 63%
70%
58% 60%
55%
60 54% 60%
% of Country Population
Internet Users (mil.)
44%
50 50%
39% 43 44
41
38 39
40 34 36 40%
28
30 25
30%
20 20%
10 10%
0 0%
2001
2002
2003
2004
2005
2006
2007
2008
2009
Number of Internet Users % of Country Population
Definition: Occasional Internet Usage, Basis: Online Users 14+
Source: ARD/ZDF, May 2009
32
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
56% of the total German population bought or ordered goods or
services for private use over the Internet in the first quarter of 2009.
Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009
60
56
53
49
50
40
37 37
32
Germany
in %
30
26 EU27
20
20
10
0
2004 2006 2008 2009
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet; main reference period for 2008 was the second quarter; main reference period for 2009 was the first quarter.
Source: Eurostat, March 2009, December 2009
40
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany

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