The German interactive retail sector surpassed Christmas sales forecasts in 2011 with totalrevenues rising by 13.8% to €6.8 billion, including a 22% surge for e-commerce sales, according to
the German distance-selling industry association bvh.Initially, the association expected sales of €6.4 billion for last year’s Christmas period whichwould have equalled 7% growth compared to the previous year. But it already became clear in themiddle of the Christmas season in early December 2011 that the projected revenues might turn out tobe even higher.
E-commerce accounted for the major part of the total Christmas revenues in 2011 with €4.4billion worth of sales. This represented a 22% increase on 2010 and equalled 65% of the overallinteractive Christmas sales in Germany. These results also exceeded the bvh’s forecasts for €4.2billion in online sales which would have been a 17% increase.
The bvh said the excellent results provided a positive outlook for the German retail sector in2012. The association will publish the results of its detailed study “Interactive Trade in Germany2011” covering the whole year, together with the outlook for 2012, on 27 February.
Bvh executive director Christoph Wenk-Fischer commented: “The 2011 Christmas season has shownonce again that e-commerce is widely established with more and more consumers using onlinepurchasing of Christmas presents as a safe, comfortable and stress-free alternative.”
The association comprises 320 German companies including retailers with a common mail order andonline offering, pure internet traders, teleshopping channels, pharmacy shippers and eBay powersellers. The country’s retail sector generates over €30 billion annually from private customers ofwhich 75% are generated through distance trade companies that are members of bvh. The annual onlinesales generated through business customers are estimated at €7 billion.
The general German retail association HDE also emphasised the importance of e-commerce for thecountry’s Christmas sales with online sales during the Christmas period rising from €3.6 billion to€5.9 billion between 2005 and 2010. For 2011, it expects a further growth in online Christmas salesof an estimated 10%, compared to 7% growth for the previous year.
“Online sales during the Christmas period will continue to grow rapidly in the years ahead,” HDEexecutive director Kai Falk said. “Shopping via the internet has become uncomplicated and safe. Thecustomers appreciate the service of buying a product online and getting it delivered shortly afterin a reliable way and on time right at their doorstep.”
