Mintel’s European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.
Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.
The market includes online business-to-consumer sales by all types of retailers in Germany.
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Table of Content
Report Scope and Technical Notes
Market definition
Financial definitions
VAT
Figure 1: European VAT rates, 2010-13
Abbreviations/terminology
Country codes
Executive Summary
What we think
The Market Environment
Key points
Broadband connections
Figure 2: Germany: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 3: Germany: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
Consumer confidence
Figure 4: Germany: Consumer confidence levels, June 2012-June 2013
Market Size and Forecast
Key points
Online sales reach 8.5% of all retail
Figure 5: Germany: Online retail sales (incl. VAT), 2008-12
Figure 6: Germany: Online retail sales forecasts (incl. VAT), 2013-18
Segmentation by product category
Figure 7: Germany: Online retail sales: Estimated segmentation by selected categories, 2012
Home shopping specialists’ sales and forecast
Figure 8: Germany: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
Figure 9: Germany: Mail order/online pureplay specialists’ sales forecasts (incl. VAT), 2013-18
Leading Online Retailers
Key points
Amazon and Otto retain strong leads
Figure 10: Germany: Major online retailers by net online revenues, 2011 and 2012
Other leaders
Electricals: Metro Group scales up
Grocers: Limited online services
DIY: Bauhaus and Toom still not online
Other retailers: Ikea and H&M early movers
Market shares
Figure 11: Germany: Leading online retailers’ share of online retail sales, 2011-12
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The Consumer: Participation in Online Shopping
Key points
Growth in participation slows
Figure 12: Germany: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 13: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
By category: Clothing most popular
Figure 14: Germany: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 15: Germany: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
The Consumer: E-commerce and Home Shopping
Key points
What we asked
Catalogue shopping still holds appeal
Figure 16: Germany: The consumer: How they shopped from home in the last 12 months, May 2013
Online shopping broadly based by age, affluence and gender
Figure 17: Germany: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
Figure 18: Germany: The consumer: How they shopped from home in the last 12 months, by gender, May 2013
The Consumer: M-commerce and T-commerce
Key points
What we asked
Clothing most popular
Figure 19: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Mobile shoppers are younger and more affluent
Figure 20: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Figure 21: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
The Consumer: Attitudes to Shopping Online
Key points
What we asked
Consumers interacting with brands and retailers online
Figure 22: Germany: Online shopping habits and attitudes, May 2013
Collection appeals to young and affluent
Figure 23: Germany: Online shopping habits and attitudes, by average age/affluence, May 2013
Figure 24: Germany: Online shopping habits and attitudes, by average age/affluence, by gender, May 2013
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