Retail Mcommerce in Germany Rising by Double Digits Annually

Millennials particularly apt to buy via smartphones and tablets

Author: eMarketer Editors

February 20, 2017

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. 

“Germany will consolidate its position as Western Europe’s second largest mcommerce market in 2017,” notes Karin von Abrams, eMarketer senior analyst and author of the report. “Germany’s population skews somewhat older than other key regional markets such as the UK and France. Also, many consumers in Germany are concerned about data privacy and the security of any transactions made with a mobile device. Both these factors have inhibited the growth of mobile buying. But mcommerce sales are rising far faster than any other aspect of retail, and will continue to do so throughout our forecast period.” 

Overall, retail mcommerce’s future in Germany looks bright. Younger consumers are taking to mobile commerce in growing numbers—according to LexisNexis, for example, more than half of the country’s internet users ages 18 to 34 shopped via smartphones in May 2016, and nearly a third turned to tablets for that activity. Likewise, an AdColony (formerly Opera Mediaworks) study found that nine in 10 millennials polled in Germany in 2016 preferred shopping digitally over shopping in-store.