Key figures
| Metric | Value | Note |
|---|---|---|
| E-commerce GMV | €150 billion | Up 11% year-over-year |
| Cart Abandonment Rate | 70% | Across all online carts |
| Payment Mix | Cards 55%, Digital Wallets 30%, Invoice 10% | Primary payment methods |
| Cross-Border E-commerce | €20 billion | Value of imported goods |
| Average Order Value | €110 | Across all categories |
Germany's e-commerce market is projected for continued growth in 2026, with GMV expected to reach significant levels. Addressing cart abandonment remains a key challenge for optimizing online sales.
Overview
Online retail in Germany is characterized by a preference for secure payment methods and reliable delivery. While cart abandonment persists, the market is adapting with improved checkout experiences and diverse payment options, including digital wallets.
Breakdown
- Top E-commerce Categories: Electronics, fashion, and home goods lead sales.
- Cart Abandonment Factors: Unexpected shipping costs, lengthy checkout processes, and lack of preferred payment methods.
- Payment Trends: Growing adoption of digital wallets and payment on invoice.
Outlook
Germany's e-commerce GMV is expected to grow further in 2026, driven by enhanced mobile shopping experiences and the expansion of online marketplaces. Reducing cart abandonment through optimized checkouts and transparent pricing will be critical.
Sources: industry surveys, platform filings, and modeled estimates for 2026