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Germany Top100: highlights

We’ve just launched the first Germany Top100 report as part of the RetailX UK Top500 and the RetailX Europe Top1000 series! Rooted in a performance-based analysis, the full report explores what is deemed best practise in Germany’s buoyant B2C market and zooms in on the innovative practises amongst the largest 100 retailers. Here are some of the highlights…

Business types of the Top100

Retailers are still dominating the German market with 45% of our Top100 falling into this category, closely followed by brands which mostly sell own label products and then marketplaces. 

Business types of the Top100

Despite making up the smallest segment of Top100 business types – marketplaces win (very convincingly) when it comes to most visits from German customers. 

The split of German web traffic

As shown above, a majorative 77.3% of German web traffic goes to marketplaces, with eBay taking 30.5% of clicks and Amazon – number 1 in our elite Top5 retailers – taking 35%. During lockdown we saw seismic shifts in consumer behaviours, including an increase in shoppers willing to buy from new brands, unfamiliar retailers and different marketplace platforms. This is forecast to continue post pandemic as people carry on enjoying the convenience of shopping online. 

How flexible is checkout?

The choice of alternative payment methods has stayed the same with the number of retailers giving customers the choice of paying with PayPal, Google Pay or Amazon Pay

remaining constant. Of the three, PayPal is the most common and is offered by a third of the retailers in this group.

How easy is it for shoppers to return an item?

Returning online orders has become easier and cheaper. The percentage of retailers allowing shoppers to return items to store has risen from 29% in 2020 to 40% in June 2021. The number giving free returns has also increased, up from 42% to 63% of the 77 retailers measured in both periods.

Retailers offering pre-paid returns or refunding shipping costs

Are shoppers still expected to register before checking out? 

The biggest change in this area is the number of retailers requiring shoppers to register in order to check out their purchases. While making it easier for retailers to know and understand the behaviour of individual shoppers, registration can be a friction point and an opportunity for the shopper to leave a website and purchase from elsewhere. In February 2020, more than half of retailers (53%) required shoppers to register. This had dropped to 33% by June 2021.Software and consumer electronics retailers were the most likely retail categories to drop registration requirements allowing shoppers to check out as guests.

The fraction of retailers not requiring shoppers to register before checking out

All analysis featured in this article is from the RetailX Germany Top100 report. For further insight into this fascinating market, download the full version here

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