Top 10 Essential Facts About German E‑Commerce

Germany is Europe’s largest economy and one of the continent’s most mature e-commerce markets. With a strong preference for local trust, invoice-based payments, and a growing emphasis on sustainability, selling online in Germany means understanding both its scale and its specificity.

Whether you’re already shipping to Germany or considering it as your next big move, here are 10 essential facts to know in 2025.

1. Germany Has One of Europe’s Largest E‑Commerce Markets

Germany’s e-commerce market is expected to hit €91 billion in revenue in 2025, making it the second-largest market in Europe, after the United Kingdom and ahead of France. According to Statista, the number of users is expected to reach 70 million by 2029, representing nearly 84% of the population.

What’s more, German consumers are frequent online buyers: 8 in 10 Germans shop online regularly.

The average German online shopper spends €1,535 annually online, a number that continues to rise year over year.

2. Returns Play a Huge Role in Shopper Decisions

Returns are not just expected in Germany—they’re a deciding factor. German shoppers are known for conservative buying habits and frequently order multiple variants (e.g. clothing sizes) with the intent to return part of the order. The return rate in fashion exceeds 50%.

According to a 2024 IPC report, 85% of German online shoppers say that a clear and free return policy is critical to their purchase decision.

Offering a seamless return experience (drop-off locations, tracking, fast refunds) is crucial to reducing cart abandonment and building loyalty.

3. Invoices and BNPL Dominate Payments

In Germany, invoicing (buy now, pay later) remains the #1 payment method. Nearly 30% of online transactions are made via invoice, where the buyer pays up to 14 days after receiving the product.

Payment methods in order of popularity:

• Invoice (Buy Now, Pay Later)
• Digital wallets (PayPal dominates)
• Direct bank transfers (Giropay, Sofort)
• Credit/debit cards (only 10%)

Over 60% of online shops in Germany offer invoice as a payment option (EHI Retail Institute, 2024).

4. Cross‑Border Sales Are Rising, But Localization Is Key

Germany imports nearly 40% of its online goods from cross-border merchants, with China, the Netherlands, and Poland being top origins. Yet German consumers still show a strong preference for German-language content, local returns, and trusted carriers.

Localizing your checkout, returns page, and support in German significantly increases trust and conversion.

5. Mobile Shopping Is Growing But Desktop Still Leads

Unlike many other markets, Germany still shows a slight preference for desktop over mobile when it comes to online shopping. In 2025:

• 48% of e‑commerce sales come from desktop
• 45% from mobile
• 7% from tablets

A fully responsive website is essential, but don’t neglect desktop UX in Germany.

6. Delivery Expectations Are High, But Consumers Value Clarity

Germans value speed, but even more so: predictability and transparency. Next-day delivery is expected by 44% of shoppers, but more important is knowing exactly when a parcel will arrive.

76% of German shoppers check the estimated delivery date before completing a purchase (IPC, 2025).

7. PUDO and Locker Networks Are Growing

Germany has one of the most advanced parcel locker infrastructures in Europe. In 2025, over 25% of returns are made through a locker or drop-off point.

Offering multiple delivery and return options, including lockers and post offices, is a strong competitive advantage.

8. Sustainability Impacts Purchase Decisions

German consumers are highly environmentally conscious. According to the Global Sustainability Report (2024), 67% of Germans are willing to wait longer for delivery if it means lower emissions.

They also appreciate:

• Recycled or minimal packaging
• Carbon-neutral shipping
• Local warehousing to avoid long-haul emissions

Communicating your sustainability practices can drive both trust and conversion in Germany.

9. Trusted Carriers Make or Break the Experience

Trust in logistics is crucial. Germans prefer deliveries by carriers they know. Unfamiliar or low-rated carriers can lead to abandoned checkouts.

According to the IPC 2025 survey, 69% of Germans will choose a retailer based on their delivery partner.

10. B2C Is Strong—But B2B E‑Commerce Is Booming Too

B2B online transactions are expected to surpass €465 billion in Germany by 2026. Companies are increasingly ordering business supplies online, with expectations similar to B2C: fast delivery, clear return policies, and localized service.

If you’re in B2B, treat buyers like consumers: invest in e‑commerce-grade UX and logistics.

The Takeaway

Selling to Germany isn’t just about tapping into a large market, it’s about understanding shopper expectations, compliance and the power of logistics precision.

With its demanding consumers, high return rates, and preference for local trust, success in Germany depends on smart, localized logistics. At Landmark Global, we help brands deliver, return, and grow—across borders and with no surprises.

Sources

• Statista Market Insights (2025) – Germany eCommerce Data:
  https://www.statista.com/outlook/dmo/ecommerce/germany
• IPC Cross-border E-Commerce Shopper Survey (2025):
  https://www.ipc.be/-/media/documents/public/markets/2025/ipc-cross-border-e-commerce-shopper-survey-2025.pdf
• Global Payments Report 2025 – Worldpay:
  https://worldpay.globalpaymentsreport.com/en
• EHI Retail Institute (2024) – Payment Methods in German E-Commerce:
  https://www.ehi.org/en/studies/online-payment-2024
• Global Sustainability Report – NielsenIQ (2024):
  https://nielseniq.com/global/en/insights/2024/global-sustainability-report-2024