The German distance-selling industry showed solid growth in the April-June second quarter of2011, according to the latest figures from the German E-Commerce and Distance-Selling Association
(bvh).The sector generated €7.96 billion in sales during in Q2 after €8.11 billion in the firstquarter. During the first half-year, the German distance-selling industry generated €16.07 billionwhich already makes up more than 50% of last year’s total sales. Comparative figures for Q2 and H1,2010, are not available, however.
Last month, the bvh predicted a new record this year with total sales expected to rise by 7% to€32.4 billion. In 2010, the German distance-selling industry, covering e-retailing and traditionalmail-order, surpassed sales of €30 billion.
During this year’s second quarter, e-commerce activities made up 65.2% of the totaldistance-selling revenues. For the whole half year, this equals a share of 65.7%.
The top-selling online product category, covering clothing, textiles and shoes, increased salesby 20% to €3.74 billion in April – June compared to January – March 2011. The second group,representing media, video and audio products generated €720 million in sales, followed by consumerelectronics and electronic articles with €630 million. The remaining two product groups comprisedcomputer and equipment as well as hobby, collection and leisure articles with sales amounting to€430 million and €380 million respectively.
Other high sales increases were recorded by furniture and decoration articles (18%), hygieneitems, cosmetics and perfumes (14%) and medicine (13%).
Christoph Wenk-Fischer, bvh executive director, said: “The figures of the second quarter of 2011confirm the recently announced projections for 2011 by bvh. The results are all the more gratifyingas the second quarter of the year tends to be slightly weaker which we cannot see this year. We areeager to see how the purchasing power of interactive shoppers will turn out during the thirdquarter.”
The results are based on the study “Inteactive Trade in Germany” carried out this year for thesixth time by the research institute TNS Infratest on behalf of the bvh. As part of the research,around 30,000 German adults (over 14) are interviewed about their spending behavior and consumptionof digital services. 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 time periodApril-June 2011.
