Ecommerce Facts & Figures of Germany

Introduction to Germany

Germany is a federal republic in Central Europe. It has a population of 82,2 million people and its capital is Berlin. The official language is German and widely spoken foreign languages are English and French. Germany has a GDP of €2,990.2 billion, which represents a GDP per capita of €36 in 2018.


  • 82,2 million people
  • GDP of €2,990 billion
  • 4.2% unemployed


Ecommerce in Germany

In 2018, the German B2C ecommerce turnover grew by 9% to €93 billion. Germany had an online population of 74.8 million people who were aged 15 and older. Of the total online population, 55.8 million bought something online in 2018. The average spending per eShopper was €1,663 in this year.


B2C Ecommerce Turnover €93 billion
B2C Ecommerce growth 9%
Online population 74.8 million
Number of eShoppers 55.8 million
VAT rate 19%
Most popular payment method Bank Transfers


Tips for ecommerce in Germany

German consumers show a strong propensity to compare prices and patronize discount stores. They are very aware of special offers, and readily go to different shops in order to get better prices.


Strict criteria, which vary depending on the type of good being purchased, are utilized by the consumer to make his or her selection.


For consumer durables, the criteria are, in order: safety and quality, prestige, comfort, convenience, and price. For everyday goods, the determining factor is price. 


If the threshold is not exceeded, but the applicable VAT rate of the country of arrival is lower than the VAT rate of the country where the transport begins, the supplier could nevertheless opt to account for the VAT of the country of arrival. Please note that this is only possible when certain conditions have been fulfilled.


Germans dislike competing on price alone and will do so only when necessary – the sale of bulk steel or chemicals, for instance. They prefer to compete on excellence


Before trading in Germany, we recommend visiting the Q&A Online Taxes and VAT in Germany page.


Zooming in on Ecommerce: Germany - Webinar 



The German Ecommerce Association, Händlerbund

Händlerbund is the largest online trade association in Europe. Händlerbund is an important voice in the e-commerce industry that exchanges between traders and service providers to support digital and stationery trade.

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Research intern
Ecommerce Foundation Contributions: 14
CHE Contributions: 24


  • Isabela Fávero
    Research intern
    Ecommerce Foundation
    Contributions: 14
  • Naomi Mostert
    Contributions: 24