Barbara Engels / Christian Rusche IW-Report No. 33 4. September 2019 Status quo and trends in e-commerce in Germany
However, e-commerce is not equally important in the individual product groups. Above all, food is still largely sold offline. In the near future, the importance of e-commerce is expected to increase further.
Barbara Engels / Christian Rusche German Economic Institute
However, e-commerce is not equally important in the individual product groups. Above all, food is still largely sold offline. In the near future, the importance of e-commerce is expected to increase further.
This report analyses the role and development of e-commerce in Germany and identifies future trends. In recent years, e-commerce has become increasingly important in Germany. It is now responsible for more than ten percent of retail sales. Although there are cannibalization effects, a complete replacement of the stationary trade by online trade is not to be expected. The future development of e-commerce will largely be determined by logistics. Shipping logistics can develop into the bottleneck of online trade and slow it down considerably. It can therefore be advantageous for retailers to set up their own logistics structures or at least to examine new logistics services. This is particularly true since logistics determines the purchase decision in e-commerce to a high degree and is therefore decisive for the success of each retailer.
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