Mobile buying of products beyond travel and event tickets is gaining pace in Germany. According to eMarketer’s latest forecast, the country’s retail mcommerce sales will climb nearly 23% this year to $23.53 billion, and continue to record double-digit gains through 2019.
By 2020, Germany’s retail mcommerce sales will surpass $32 billion, eMarketer predicts—more than double the value of such sales in 2015. But achieving that growth won’t be easy.
According to eMarketer’s latest report on the topic, “Retail Mcommerce in Germany: Momentum and Innovation Fuel Double-Digit Sales Growth,” (available only to eMarketer PRO customers), several factors will favor greater mcommerce revenues in 2017 and beyond, including rapidly rising smartphone traffic to retail sites and double-digit gains in mcommerce sales via both smartphones and tablets.
But with many major retailers in Germany slow to embrace mcommerce, a consumer base still more likely to make retail ecommerce purchases over desktop and laptops, and anemic growth in average mobile order value, eMarketer predicts mcommerce’s share of the country’s overall retail sales will reach just 2.9% this year, well off the pace set by the regional leader, the UK, where 7.6% of retail sales will come via mobile device in 2017.