German consumers are increasingly buying everyday goods such as groceries online, driving continued double-digit growth for the country’s e-commerce sector, according to the latest figures from industry association Bevh.
Online retail sales in Germany grew by 11.3% to a total of €17.4 billion (including VAT) between April and June, its quarterly consumer-based survey found. After a similar 11.2% increase in the first quarter, half-year sales were also up by 11.3%.
For 2019 as a whole, the association currently expects the German e-commerce market to grow about 10.5% to sales of nearly €72 billion.
Contrary to the January – March quarter, online marketplaces outgrew multichannel retailers between April and June, the survey found. Online marketplaces increased their combined sales by 13% to just over €8 billion in the second quarter while multichannel retailers grew by 11% to €6.2 billion.
Everyday goods are becoming an essential part of e-ecommerce, Bevh commented. Sales of groceries and other FMCG items increased by 14.2% to €1.25 billion, with groceries up by 17.9% to €407 million.
“The latest figures underline that online retail, together with its resilient and efficient delivery partners, already ensures a basic supply (to the population),” said the association’s executive director, Christoph Wenk-Fischer.
Moreover, online sales of clothes and shoes remained strong during the second quarter in contrast to weak sales in traditional stores. Online retailers increased sales of clothes by 13.8% increase to €3.2 billion, while shoes generated a 9.7% rise to just over €1 billion.
Among other product categories, ‘Home Furnishings’ (including furniture and household goods) grew by 14.4% to €1.24 billion, while leisure goods increased by 11.6% to €2.2 billion. Sales of consumer electronics grew by 10.3% to €3.36 billion, while ‘computers & games’ were also in good demand, with sales up by 10.9% to more than €1.5 billion.
The quarterly Bevh figures are based on a rolling monthly survey of 40,000 consumers (aged over 14) on their online shopping patterns conducted by market research firm BEYONDATA GmbH.
