Internet Sales Gain Momentum in Germany

E-commerce in Germany is gaining momentum again, with the B2C market projected to grow in 2024. Fast-moving consumer goods, including wine, are playing a key role in this recovery.

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Data for 2018–2023 is based on the HDE Online Monitor 2024.
Data for 2018–2023 is based on the HDE Online Monitor 2024.

The figures shown represent recalculated gross values from IFH Köln. Consumer goods are B2C at end-user prices, excluding services. (p) = Projection.
 

According to the forecast in the “Online Retail Industry Report” by IFH Köln market researchers, Germany's B2C e-commerce sector is set to grow again in 2024. The fastest-growing segment includes fast-moving consumer goods (FMCG), such as alcoholic beverages. The outlook remains positive.

Photo: Meininger Verlag
Photo: Meininger Verlag
Photo: Meininger Verlag
Photo: Meininger Verlag

New market players are also reshaping the industry. Asian discount platforms like Temu, Shein, and others are setting new standards for pricing, speed, and target audience engagement.

In 2024, German consumers spent 4.2% more on online shopping.
In 2024, German consumers spent 4.2% more on online shopping.
The e-commerce market volume in Germany reached €104.7bn this year.
The e-commerce market volume in Germany reached €104.7bn this year.
The FMCG sector, which includes wine, experienced the strongest growth this year at +7.6%.
The FMCG sector, which includes wine, experienced the strongest growth this year at +7.6%.
Online purchases of DIY and garden products grew by +3.6% in 2024.
Online purchases of DIY and garden products grew by +3.6% in 2024.
Thiemo Kausch, Chief Marketing Officer, Lobenbergs Gute Weine (Photo: Lobenbergs Gute Weine)
Thiemo Kausch, Chief Marketing Officer, Lobenbergs Gute Weine (Photo: Lobenbergs Gute Weine)

Source: IFH Köln, “Online Retail Industry Report 2024”. The figures for 2024 are projections.

Insights

Drizly was supposed to reinvent DtC, offering consumers a way to access wine and other drinks whenever they wanted. Jeff Siegel reports on what went wrong.

Reading time: 5m 45s

 

 

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