Retail ecommerce sales are rising much faster than brick-and-mortar sales. According to a February 2019 GfK report on retail in Germany, total retail sales volume for stationary stores would reach €423.1 billion ($499.3 billion) in 2019, an increase of €3.4 billion ($4.0 billion)— 0.8% higher than last year.
By contrast, Handelsveband Deutschland (HDE) estimated retail ecommerce growth in 2018 at 9.1%, and projected 2019 retail ecommerce sales at €57.8 billion ($68.2 billion), a gain of 8.5%.
Greater spend per digital buyer is one factor in market expansion at this point. HDE calculated that digital buyers spent 7% more, on average, in 2018 than in the previous year. Greater numbers of online buyers are another aspect; HDE pointed to a sharp rise (11%) in the number of digital buyers ages 60 and older, in particular.
Because of the older skew of Germany’s population, it will take time for Germany’s digital shopping and buying behavior to mirror that of the UK and elsewhere. “Even if young consumers generally buy online more than older consumers, this will change over time,” said Håkan Ericsson, president and group CEO, in the PostNord report. “As people with established e-buying habits grow older, the digital generation gap of today will gradually disappear.”
But that won’t happen anytime soon. According to a study by online platform Picodi, fewer than one-quarter of online shoppers in Germany were ages 45 and older. This compared with 24% of 18- to 24-year-olds and 36% of 25- to 34-year-olds. A further 22% of digital shoppers were ages 35 to 44. The spending power of that oldest cohort is a very positive indicator for the future of Germany’s ecommerce market.