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到2020年,德国的电子商务价值将达到733亿欧元|出海德国电商岛群第4期

2020-01-15 09:46:54

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德国的电子商务持续快速增长,没有停滞的迹象。科隆IFH预测,到2020年,在线零售业的价值将达到733亿欧元。届时,电子商务将占零售总额的近15%。

 

IFH的项目经理Sabine Buschmann告诉在线营销杂志Haufe.de。德国贸易研究公司对德国电子商务行业进行了研究,去年,德国的在线零售商售出的产品总价值达463亿欧元。这相当于德国整个零售行业的近10%。四年后,德国的电子商务交易额有望达到733亿欧元,几乎占零售总额的15%。

 

消费电子和时尚是流行的在线类别

 

Buschmann解释说,尤其是在消费电子领域和时尚领域,在线普及率很高。但是其他行业正在追赶。例如,几年前,人们曾以为很难在线销售沙发和家具。但是零售商现在已经证明了相反的情况。如今,在线已占了家庭和家具市场份额的10%。

 

她说,只有食品行业仍然落后。但是即使在那里,也有很大的动力。目前,亚马逊在这一领域处于领先地位。这可能是在线快速消费品行业的强大杠杆。

 

小零售商:关注客户!

 

关于亚马逊,布希曼承认,亚马逊非常强大,大型电子商务公司正在变得越来越强大。但她认为,中小型企业可以主张自己。亚马逊在市场上占主导地位并非偶然。因为它无情地面向客户。一切与客户有关,所有行动都针对他。这也可以由没有像亚马逊这样强大的财务实力的零售商来完成。

 

她确信以客户为导向是电子商务成功的关键。绝对地,服务起着极其重要的作用,因为它是客户忠诚度的最强驱动力。


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Ecommerce in Germany will be worth €73.3 billion by 2020

Ecommerce in Germany continues to grow rapidly and there are no signs of stagnation. IFH Cologne predicts the online retail industry to be worth 73.3 billion euros by 2020. Ecommerce will then account for nearly 15 percent of total retail.

That’s what IFH’s project manager Sabine Buschmann told online marketing magazine Haufe.de. The German institute for trade research on the German ecommerce industry and last year, online retailers in Germany sold products with a total value of 46.3 billion euros. This corresponds with almost 10 percent of the entire retail sector in Germany. In four years’ time, ecommerce in Germany is expected to be worth 73.3 billion euros and account for almost 15 percent of total retail.

Consumer electronics and fashion are popular online categories

Buschmann explains it’s especially the consumer electronics sector and fashion where online penetration is high. “But other industries are catching up. For example, a few years ago one would have thought it’s difficult to sell sofas and furniture online. But retailers have now proved the contrary. Online now has a 10 percent share of the home and furnishing segment.”

She says that only the food sector is still lagging behind. “But even there, there is much momentum. Currently, Amazon is rushing ahead in this segment. That could be a powerful lever for the online FMCG industry.”

Small retailers: focus on the customer!

With regards to Amazon, Buschmann acknowledges the fact Amazon is very strong and the big ecommerce players are only getting bigger. But she thinks small and medium-sized have ways to assert themselves. “It’s not a coincidence Amazon dominates the market. Because it’s mercilessly customer-oriented. It’s all about the customer, all actions are directed towards him. This can also be done by retailers that don’t have such enormous financial power as Amazon does.”

She’s sure customer orientation is the key to success in ecommerce. “Absolutely, service plays an extremely important role, because it’s the strongest driver of customer loyalty.”


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