The German distance-selling industry will hit a new record this year with total sales expectedto rise by 7% to €32.4 billion compared to 2010, according to the German E-Commerce and
Distance-Selling Association (bvh).In 2010, the distance-selling industry, covering e-retailing and traditional mail-order,surpassed sales of €30 billion for the first time and is growing further, the representativeconsumer study “Distance trade in Germany in 2011” shows.
Online retailing in Germany is forecast to grow by 17% to €21.48 billion this year compared to€18.3 billion in 2010, thus surpassing the €20 billion mark for the first time. Its share of thetotal distance-selling market would thus rise to 66% from 60% in 2010.
“The current forecast shows clearly that the whole distance-selling industry is developing in anexcellent way. In particular, the e-commerce revenues prove once more how powerful the internet andonline retail are,” said Christoph Wenk-Fischer, bvh executive director.
“The bvh is eagerly awaiting the second half of 2011 and is especially monitoring mobilecommerce and social media in connection with the development of e-commerce. Both trends havestrongly developed in the last few months ensuring that e-commerce is growing even more strongly,”he added.
The trends study was carried out this year for the sixth time by the research institute TNSInfratest on behalf of the bvh. As part of the research, around 30,000 German adults (over 14) areinterviewed about their spending behavior and consumption of digital services in the time period ofJanuary-December 2011. The final results of the study will be published in early 2012 after thesurvey is completed. The current interim results are based on the evaluation of the first fewmonths of 2011.
According to a separate bvh/PayPal survey, “eCommerce 2011 – Shopping – anywhere and anytime”,17% of German online traders already provide or plan to offer the possibility of mobile paymentwith PayPal being the most implemented payment method.
Based on 1020 consumer interviews with online users, the study revealed that 78% of therespondents have previously purchased goods over the internet at least once. Some factors theyconsider important include security, fast processing, good service, low prices and the appropriatepayment procedures. Payment in advance remains the most accepted method of with PayPal following asthe second most used with increasing importance. Cash-on-delivery ranks as the third.
The option of buying and paying goods on the way is already used by 5.5% of the surveyed userswith mobile commerce gaining a clear competitive advantage. Through the possibility to shop anytimeand anywhere, traders profit from so-called ‘impulse buying’ when the customer spontaneously picksup the smartphone and complete the transaction.
For retailers, speed is the most important criterion when choosing a method of payment for theironline shop. Security is also very important followed by easy handling and low payment shortfalls.Nearly 60% of the 3,000 participating traders said they have gained new customers through theintegration of PayPal while 63% experienced a sales increase.
